BRAND AID!

By Siobhan Davis

A company’s brand is its identity, personality, and what makes it stand out from the crowd. A brand aids in all aspects of a company’s name and visual recognition. Accordingly to Angela Lazazzera, Director of Branding & Public Relations for BuzzMaker Marketing & Public Relations, “A known and respected brand creates loyalty and, ultimately, lives in the hearts and minds of the people who love them.” The foundation of lasting brand identity is built on emotion at the very core-level. Design, the initial, and one of the most critical phases of the branding process helps to create the emotional connection between your brand and your audience. It acknowledges that brands don’t belong to corporations but to people. Branding is truly a primal process, and an extremely visual one.

On Coca-Cola's balance sheet, more than 90% of their value is represented by their "brand equity.” Ironically, in an article written by Anthony Parkinson in 2008, he referred to the simple Pepsi versus Coke taste test conducted by renowned brand expert, Martin Lindstrom. Lindstrom noted, “When the brands were hiding from the respondents, Pepsi won by a landslide. When the respondents knew what they were testing, Coke won by a landslide. I think this goes to show that people’s emotions do effect what, where, and when they buy. Americans are going to see roughly two million commercials in our lifetimes. They are not anywhere near as effective as they used to be; we are numb, so to speak. Advertising these days is more of a subliminal game.” Lindstrom also pointed out the critical factor of logo design in the branding process pointing out that, “Apple has one of the most identifiable logos in the world. Anytime most people see the little apple with a chunk missing, they think of Apple, Inc.” He goes on to say that, “Product placement is vital to a business also. Apple products can be seen in several of FOX’s television shows, along with several movies. Of course, Apple’s biggest loyalty generator is the best and most innovative products on earth.”

Think about it, if building a unique brand is/was critical to the success of companies like Coke and Apple, isn’t it time you started positioning your company to be heads and shoulders above your competition? There’s no time like today to begin. With the market still in an economic downturn, it will be those companies who recognize the power in generating a powerful brand who will be first in line to reap the benefits when the turnaround eventually occurs. Brand managers must develop and demonstrate a relevant market presence for long-term sustainability.

The one thing that cannot be replicated in a branding strategy is the strategist themselves and the overall personality of a company. No two are alike. Each company has its own unique culture and style. Capitalize on the individuality of your company’s existence from phase one of building your brand. Allow a core group of your employees and customers from various areas to define WHO YOU ARE and stick with it without fail. Maintaining brand consistency is paramount - from logo creation to every other avenue or genre to which your brand will be exposed. Do this and you just might be the next Nike, or better yet...even BIGGER! Remember…the goal is to be remembered!

About the Author
Siobhan Davis: With a Bachelor of Arts degree from The Art Institute of Fort Lauderdale, Siobhan has over 16 years of unparalleled creative experience. While the past five years have been spent in Brevard County, she has worked all over the United States, from San Diego to Washington DC. The founder of TZDesign Firm, Siobhan has received numerous awards and accolades for her outstanding graphic design work in print, direct mail, corporate image, web, collateral, and much more. To view a complete portfolio of her work, please visit her website at www.TZDesignFirm.com, or contact her directly at 321.745.2218