Brand, Branding, & Brand Identities 🎇
Courtesy of @divadsanders
David Ogilvy, the «Father of Advertising, ” defined brand as «the intangible sum of a product’s attributes.”
That got me thinking, what is more, intangible than that of Disney ‘magic'? 🔮
One of the world’s most iconic brands, Disney has spent the last half-century painting itself as a fixture in all of our lives.
Generation after generation the company gains a new set of customers without fail.
Disney probably does every facet of branding better than anyone 💯
So it’s a perfect opportunity to use the company to figure out exactly what those facets are.
CAN A COMPANY OUTLIVE ITS CEO?
A business is logical. Supply and demand. Longevity appears when a business taps into the illogical aspect of customers. Namely, their emotions. The gut, instinctual feeling.
Companies do their best to earn your money and your loyalty. What started as the brainchild of a founder can evolve into an empire over the course of decades.
The Disney brand is as strong as its ever been 54 years after Walt Disney's death in 1966. Let's figure out why.
WHAT IS A BRAND?
Think about the Disney brand. It isn't the Lion King movies or theme parks. Those are products Disney creates. It isn't their acquired Marvel or Star Wars franchises.
The Disney brand can't be held or heard. Brand is created between people's experiences and perceptions of a company.
Companies develop basic elements to create an intangible connection with customers.
BASICS OF A BRAND
A CLEAR “WHY” – Explain WHY you do what you do. What do you — believe in? A brand's ‘why' engages an audience emotionally, building a deeper connection.
BRAND PROMISE – What is the overall message the brand passes — to customers? Delivering on this promise builds brand loyalty.
TARGET MARKET – Who is the company's ideal customer? Figure – this out by developing buyer personas.
ADVERTISING – Without a marketing strategy, how can you gauge your impact? How are you improving?
VOICE & TONE – How are you addressing your customers? Is the tone serious and formal or warm and friendly?
INVEST IN BRANDING
ATTRACT CUSTOMERS – Ideal customers are more likely to buy what — you're selling and more loyal in their relationship with a brand they believe in.
MARKETING EFFORTS – When a brand is cohesive, it's marketing efforts will be too. Brand consistency builds recognition.
CLOSE MORE DEALS – Well-defined, strategically positioned brands are – easier to sell. Branding gives you an advantage.
COMMAND PRICING – Effective branding enables companies to position — themselves as industry leaders. Customers are willing to pay premium prices for superior brands.
BUSINESS VALUE – Branding is long-term and increases returns when it comes to negotiating a selling price.
WHAT IS BRANDING?
Branding is the process of bringing awareness to an organization. It's the continuous act of shaping how that company is perceived.
Branding has the power to shape reality.
It has the power to construct a customer's reality. That's why companies like Disney spend millions on it every year. The investment in proper branding can yield incredible returns.
WHAT IS A BRAND IDENTITY?
Once you've laid the foundation and building blocks for your brand, it's time to work with a designer to translate who you are into tangible assets to market yourself with.
A brand identity is the visual manifestation of a brand's defining characteristics. This combination of elements portrays a cohesive image to consumers.
Envision the Disney logo, the castle, even Mickey's ears. Seeing just one of these connects to the brand of Disney.
WEBSITE – An online presence is paramount when running — a business. The website is where a brand identity comes in full force.
TYPOGRAPHY – A consistent font is key to building familiarity with an audience, from logo to website.
LOGO – The identifier, a logo is the gateway and most visible reminder of a brand.
COLOR PALETTE – A sleek, sophisticated black says something completely different than a fiery bold red.
PACKAGING – With physical products, packaging is key. — This drives both brand loyalty and repeat purchases. Don't underestimate this design.
Bonus — 8 useful tools for everyday usage:
Manychat — visual bot builder for Facebook Messenger with broadcasts, analytics, scheduled posting and many other features!
FlyWheel — is managed WordPress hosting built for designers and creative agencies.
FlowKit — allows designers to create frighteningly fast user flows within Sketch and Figma.
GetResponse — an email marketing platform that enables you to create a valuable marketing list of prospects, partners, and clients, so you can develop relationships with them and build a responsive and profitable customer base.
Leadpages — lets you build beautiful, high-converting websites, unlimited landing pages, pop-up forms you can add to your other websites.
Crello — a free graphic design editor that helps create images for social media, print, and other web-based graphics.
Funnelytics — the best funnel mapping software available to marketers and entrepreneurs today.
Integromat — is a powerful automation tool that connects your apps and services to work smarter, not harder.