What is Branding

Small Business Branding

November 14, 2017 by ZestyBrands Leave a Comment

If you think branding is only for big companies with big budgets, you need to look closer at the definition of branding

Many small business owners I meet think they need a “logo” for their business and very few understand the nitty gritty of what a brand is, why it’s important and that their financial investment is wasted if they’ve only thought as far as logo.

Branding and healthy business go hand in hand, but for most small business owners it’s hard to implement successfully because they just don’t see how developing a brand can apply to a small business such as a physiotherapist, cafe or veterinary clinic.

If I were to replace the word “branding” with “reputation” I might get your attention. Your reputation matters, right?

Your company name, the way you answer the phone, the clarity and consistency in communication, the vibe in your office or shop, what your customers are saying about you; all of these things create an impression of your company and what it’s like to do business with you—that’s your brand.

The process of branding formalizes how you conduct and present yourself and your business on a day to day basis and it involves creating a set of standards for decision making and communication. The creation of graphics are certainly part of this process, but they have a purpose, which is to signal the reputation you wish to convey.

How does a logo fit into branding then?

A logo in its basic form is a distinctive typeface or graphic style used to represent a brand name.

Think if your logo like a suit or outfit you wear. Its purpose is to support your personality, values, character and all of the things that can’t readily be touched or seen. It draws people in to learn more…but as we know, unless there’s more behind a mans good looks, most ladies will keep on walking.

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For more info on how Zesty Brands can help your small business, drop us a note

Dude, that brand is SO Rad!

November 2, 2017 by ZestyBrands

Sometimes catching the best wave is not what makes you successful, it’s what you do on the wave you’re riding that makes the difference.

You can frantically paddle into whatever comes your way, but it’s a waste of energy and resources. To really get the epic payoff you’ve gotta play to your strengths with strategy, patience and poise.

At our Vancouver branding studio we teach brands how to maintain rhythm and purpose, observe the landscape and immerse themselves in the culture, before deciding to drop in.

Keeping steady is a radical notion

In today’s crowded market, it’s hard to find ways to stand out from the rest. Although temping to follow other brands into their wave, the world doesn’t need more of the same. If you don’t stand out, you’ll end up drowning in the sea of me-too brands.

Branding is about learning to keep your focus in a state of flux. The proverbial waters of consumerism are unpredictable and changing at all times and in order to rise to the top you must stay true to your vision.

The best brands are simple in both idea and look and they cut through the clutter by delivering a simple and consistent message. When the message is simple, it’s easy for people to understand, share and relate. Achieving simplicity is not easy, but brands who learn to harness its power will find their business just, flows.

To get simple you have to go really deep.

Branding deals with the fundamental, not the superficial and it focuses on the root problem, not the symptoms. By understanding and defining the core of your brand, we can bring you closer to your customers and further apart from the competition.

Branding is an effort to reach deep inside your audience and evoke feelings about your company. To do this, you start exploring the center of your company with Why then you move outward through the How and you end up on the outside with What.

To be epic is to be radically different

Great brands understand risk often leads to reward. Brands who are brave enough to take the wave less traveled, choose a tactic no brand has taken before and develop a purpose that is wholly their own, will have a more competitive presence, a stronger organization and seriously radical brand.

Branding vs. Marketing

October 19, 2017 by ZestyBrands

You’re not selling features and benefits. These days it’s critical to dive deep into meaning and belonging. Alter the thinking of tangibles to the intangibles people desire.

Often people think of attracting customers by finding a large group of possible targets, make shiny things to attract them followed by sending a bursts of messages. This is a fools errand. You need to start by designing a world they will wish to inhabit. You need to cultivate meaning in order to captivate an audience—Branding.

Branding is a gut feeling

Everything people buy adds to their identity. As such, customers make decisions based on emotion or gut feelings. They see themselves and who they want to be in the brand.

The difference between branding & marketing

Branding is why
Marketing is how
Branding is long-term
Marketing is short-term
Branding is macro
Marketing is micro
Branding is strategic
Marketing is tactical
Branding is a pull tactic
Marketing is a push tactic
Branding drives enduring reputation
Marketing drives periodic sales
Branding is the reason someone buys
Marketing is the reason someone thought to buy
Branding builds loyalty
Marketing generates response
Branding creates value
Marketing extracts value
Branding is the being
Marketing is the doing

Simplify to Amplify

October 14, 2017 by ZestyBrands

Before trying to manage communications your brand must be stripped down to its simplest form: one big idea that everything else builds on.

If it can’t be said simply, how can you expect customers to quickly connect with the heart and value of your brand?

Simplify to Amplify

It’s common to want to list every bell and whistle on your brochure or package design, but your customers will be overwhelmed. In a world of increasing complexity, a clever bunch of organizations have found that embracing simplicity can deliver far-reaching results.

At our Vancouver branding studio we teach clients to simplify. Our client HITCASE for example could say all of the reasons why their product is great for surfing; waterproof, durable, comes with flotation attachments, has a super cool variety of lenses to snap on, etc etc. Instead they say one thing “Made for this”. In taking this strategy they achieve everything they want and evoke emotion—with only three simple words!

Brand differentiation

Branding is a way of clearly highlighting what makes you different, and more desirable than the competition. Effective branding elevates a product or organization from being just one commodity amongst many identical commodities, to be something with where there is no substitute.

You don’t need to have an exciting product or service, you just need to have courage and imagination. Even though every brand wants to lead, unfortunately most end up doing things that are very similar to their competitors…blast everyone and anyone with confusing and complex messages.

A better brand experience

A great strategy to start simplifying your brand is customer journey maps. When you understand each and every point of interaction with your brand, you can more easily maintain a seamless experience. The more you know, the better able you’ll be at striking a chord. And the less value you’ll see in a shotgun approach.