Branding Your Business
The ‘90s will be remembered for the dot.com boom
The first decade of the ‘00s will be remembered for the buzzword branding. But what does it really mean? In the purest sense, branding is scarring livestock with a red–hot iron. Not quite what those marketing types in expensive suits had in mind…
Branding is simply attaching your company to an idea. For instance, when I say Wal*Mart, most people immediately think low prices. It’s ingrained on our conscious—maybe our subconscious. That’s branding in a nutshell.
Defining a brand is easy. Explaining how to make potential consumers remember a brand is more difficult. One surefire way to alienate (and maybe piss off) customers is plastering your brand aimlessly on company products, invoices, letterhead, posters–you get the idea. A brand must be carefully applied in a consistent identity program. Size, color, page or screen placement, scale, these elements must all be considered to give your brand maximum punch.
Shell–shocked? Don’t be, brand management is what we do. And we do it well. Heather and I have worked as brand managers for businesses as small as two people and as large as a Division I university. When you choose Continuum Design to create your brand identity, we deliver not only a memorable solution, but a collection of digital files, the skills to use them and a couple of experienced opinions. We make sure your brand will cut through steel and the visual garbage fighting for your customers’ attention.
