The cornerstone of any good brand is trust garnered through a sound strategy, impeccable execution and superior graphic design. People trust a brand emotively as they know the brand will not set them wrong. Regardless of who is making the goods for a brand, if a customer trusts you, they will buy from your brand until such time as that trust is broken. The key, keep building trust, exceed the expectations of your clients and customers whenever you can and build rapport .
Therefore to create a good brand we need three key components:
1. Great design
2. A sound strategy
3. Consumer trust
Brands are vulnerable, more so than a single company or product. By jeopardising a brand through flawed decision making processes companies place the future of their organisation at risk. Every management decision must be made with this in mind – once trust is lost it is hard to regain it again.
It is not just companies that have a Brand. Many products or people are Brands unto themselves, with the same benefits and pitfalls that go along with that. By differentiating your products into their own brands companies are able to take risks to a product, without affecting the entire organisation. We all know of Coca-Cola, but did we all know that there are over 400 distinct brands under the Coca-Cola company, each marketed separately throughout the world through their own brand design. With each product separated from the others, the Coca-Cola company can minimise the risks inherent in Brand Marketing.
Inferior products, bad economic or environmental decision, bad brand design, inept product launches, health and safety disasters or lacklustre sales can tarnish a brand to such a degree that it takes years to bounce back with an entire brand re-development required in many circumstances.
Successful companies are always evolving their brands around their core competencies, with some re-branding to repair harmful images their brands have suffered.
Simple ID has developed a branding process to identify the needs of a company when developing their new brand and identity, or when going through a re-branding process. This process has enabled us to assist dozens of companies with their branding process.
Have a look at our Simple Branding process for more information on Brand Development through Simple ID