Davenport Design

What is and isn't branding?

Ask these questions to find out.

Eric A. Davenport
Account Executive & Owner

Branding is the culmination of all things that make your company unique. In the large corporate arena, new branding launches cost well over $1 million. In small business we can scale this down to a much more affordable price.

To do a good job at branding your company's corporate image to the masses it first takes a thorough understanding of what branding isn't.

A logo is the one consistent unifying feature of all forms of marketing. Having only a logo and a tagline is not branding. Yes, branding includes your logo, but it is also everything that makes your brand unique. It is possible to have a strong logo and tagline, yet have a weak brand identity.

When looking for a strong brand identity for your business here are some basics you should include in your search and discovery process. Make sure you have the time and honesty within yourself or office to ask yourselves the hard questions. Starting with:

Who are we as a company?
What is our vision statement (1 year, 2.5 years, and 5 year goals)?
What is our mission/purpose for existing?
What features do we or should we offer our customers?
Which of the (four benefits) do we offer to our customers?
- Save money
- Add convenience
- Bring peace-of-mind
- Save time
Define your business strategy and business plan in detail.
What is the niche or U.S.P.s (Unique Selling Propositions) that you offer your customers? Recommend 10-15 but no fewer than 3.
What is your single net impression? In other words: what do you think your customers think about you and your product or service? Do they enjoy working with you and if so, why?
Can you measure and prove/validate these things through surveys, testimonials, and other KPIs (Key Performance Indicators)?
Lastly, does your logo, tagline, colors, building (architecture) signage, dress code, and corporate personality convey the desired message through your physical, print, on-line, on-air and word of mouth advertising?

What is and isn't branding?

Ask these questions to find out.

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