It’s All About The Logo, Right?
Not entirely, not always … but sure. We do love a good logo.
WHAT is branding? A quick search on the internet tells us that branding is the process of creating a distinct identity for a business in the minds of your target audience. At its core, branding consists of a company’s name and logo, visual identity design, mission, values, and tone of voice.
But we know there’s a bit more to it than that, right?
Look at each of the logos above. I bet you can tell me what each of them represents – not just what they make, but what they like; what they stand for. Let’s take Levi’s, for example. Yes we know the company makes jeans, but we also know that it was the first company to make jeans. For cowboys. A long time ago. In fact so long ago that they know every single thing there is know about jeans.
So how do we know all this just by looking at the logo? Well the fact is we don’t. What we are actually seeing is the story and identity around the logo, one that’s been consistently told through media platforms for several decades. The details of it may vary – sometimes we might see a woman pulling on the jeans and not a cowboy, or a diverse ethnic group customizing their denim – but we still get the visual idea of what’s going on. Trusted, original jeans that are cool, wearable and adaptable to any era.
So how do you build a brand that immediately conveys to the viewer what it is you do? At Mr Content, that question starts with a conversation. What do you make? How do you make it? For whom do you make it? What’s different about your brand compared to others in the same game? You may make hamburgers, but McDonald’s and Burger King are distinctly different in their offering. So what makes you unique?
Many times we’ve had this conversation with clients who believe they are making, say, candles, when in fact their true strength is in the hand-blown glass that contains the wax. Yes, we get that your wax is all natural, that it’s carefully made, that it smells nice and is non toxic, but why is no-one talking about the fact that an equal amount of love and care is going into making the glass vessels?
And while we’re at it, what’s this beautiful range of water jugs over here that you haven’t mentioned? In this real world scenario, we were able to meld the details and love that went into making the wax into a brand that is now primarily known as a maker of premium glassware. This then fed into a their candle range, began to tell the story of the company, and let their buyers know that this is a company which is passionate about what they do, one that does not cut corners and that puts care and attention to detail above all things.
It started with a Brand Kit, which clearly outlined the colours, logo usage, typography and photography style for the company. Then we bolted on some additional drivers that dovetailed into the overarching story of care and passion. We talked about the charity programs and community of workers that were employed by the company. We highlighted the use of only recycled glass, which showed a sense of care for the environment, and we helped match venues with the company that fit the same passionate outlook on home ware. This storytelling content we then distributed across platforms, with interviews, public relations and copy writing that reflected the company values. And today – ta-da! – the company is known completely for one idea: quality and care.
Of course not all of our clients are make things. Many of them provide services, whether it’s financial advice, or property investment, or any number of knowledge based ideas. Yet the principles of branding remain the same: figure out who you are, define it by design and storytelling, and above all, be consistent in execution.
