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The Basics of Branding

The Basics of Branding

Learn what this critical business term means and what you can do to establish one for your company.

By John Williams

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

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Branding considerations when commissioning a logo

An excellent article on branding from Mark at Yee-ha! Design & Brand Communications. 

A few things to think about when commissioning a logo…

Use a professional graphic designer that specialises in identity. You will then
get a logo that is unique to you, your business, product or services and be
relevant to your target audience and existing customers.

Your logo will be created and provided to you in various file formats so it
can be reproduced consistently on all medias. (From signage, embroidery
on uniforms, websites, business cards, exhibition stands, sales literature,
vehicle livery, etc.)

When you brief your designer: