“Your brand is what other people say about you when you aren’t in the room.”Amazon founder Jeff Bezos
Ok, I’m here to give you a wake up call: your brand isn’t just how your business looks. Yes, there is a massive focus on the visual components of branding, and as a designer I am working in this element on a day-to-day basis.
However, the visual part of branding is your brand identification: it isn’t your entire brand.
Now I’m not trying to downplay the visuals here; they play a massive role in your branding. From the logo to the photography and everything in between, all of these elements mixed together form your brand identity, and allow people to identify who you are with simply a glance.
But, it doesn’t stop there.
Branding is also about how you speak, your body language with customers and clients, how you and your staff present yourselves and the overall experience you give to people. How you make your customers feel is what they take away from the business. As Amazon founder Jeff Bezos puts it, “your brand is what other people say about you when you aren’t in the room.”
Is your message being lost in translation?
All visual and nonvisual aspects must work harmoniously to communicate your brand. It is likely you know your business like the back of your hand – but do other people understand? This is a common downfall for many businesses: there is a lot to say but working out how to say it is a whole new ballgame.
Ask yourself why you do what you do and work outwards from there. People will connect with this so much more than what you do or how you do it. Building your brand from your “why” is fundamental as it gives you a point to come back to as you continue to grow as a business. It will keep your overall message consistent and ensure you stay in touch with your target market and what they are wanting.
Here at Ronin we’re experts at discovering your “why” and making sure it stands out loud and clear in every aspect of your brand. It is the very first step we take with all of our new clients; we need to know you inside and out to get the best results going forward.
Let’s take a look at how the team here at Ronin tackled a branding brief.
Adagold Aviation was seeking to expand their services to appeal to their target market. This resulted in the launch of Adagold Luxe; a new, premium brand that offers unique travel experiences designed around the convenience of a private jet.
Not only was this a matter of developing how Adagold Luxe looked, but also how the brand spoke and connected with their audience. We worked closely with the team from Adagold to craft their world of Jet-Centric experiences, where everything from the tone of voice, photography and events had to exude the sophistication and exclusivity of the brand. Carefully considering branding beyond the visual realm has resulted in Adagold Luxe reaching new heights in the world of luxury travel.
It’s important to work with a marketing team who understands and employs a holistic approach to branding. Get in touch with us to find out how you can get the most out of your business!