Beyond the Logo: Building Brand Communication

So, you’ve sorted your logo – that’s your branding done, right? Actually, there's a whole world beyond that – your brand's tone, its character, the little things that make it uniquely yours. There are so many ways to make your brand work harder for your business. Effective branding delves deeper and communicates much more than a logo alone – it embodies the personality, the mission, and the ways of working, that will define a business’s communication.

Think of your brand as a person. How would it speak? How would it act? Just as our tone of voice and body language enhance our words in conversation, your brand’s visual and verbal elements work together to convey your business’s unique personality.

Think about the impact of font choices on your marketing. Switching from a traditional swirly font to a contemporary angular one can transform perceptions, moving your brand's image from classic to modern. Using soft, round shapes can give off a friendly, approachable vibe, like a warm smile. On the other hand, squares and sharp angles can project strength and efficiency, like a firm handshake. Every element is telling your customers something. These fonts and shapes, just like colours, set the mood for your brand's conversation.

Let’s take the examples of Galaxy and KitKat chocolate bars. Galaxy’s branding conveys a sense of indulgence, using a rich, creamy colour palette and an elegant font. Their advertising, filled with sensuous imagery and a soothing tone, invites consumers into a luxurious experience to indulge themselves. KitKat’s branding, contrastingly, is vibrant and energetic. It uses bright red and bold fonts, alongside the famous slogan 'Have a Break, Have a KitKat'. The lively and often comic ads position it as the perfect pick-me-up during a busy working day.

These very different branding elements, just like different styles of personal communication, illustrate how you can effectively express your business’s unique personality. Galaxy’s branding is like a quiet conversation at a spa break, KitKat’s is akin to an energetic chat in a friendly co-working space.

So, while you’re out and about, take a moment to look at the brands around you. It's fascinating to see how they use different ways to say 'hello' and present themselves. Observing how they do it and how it makes you feel can spark some brilliant ideas for sharing your own brand's character.

Understanding and embracing these branding nuances is a journey towards creating a lasting impression. It’s about crafting a full brand identity that resonates not just with who you are, but also with who your customers are and aspire to be. Branding is an ongoing process. It evolves as you evolve, and as your understanding of your customers deepens.

I know you thought your branding was done. I know I’ve just added to your already extensive ‘to-do’ list. But I’m not even going to apologise as I’m confident in the impact of time spent on branding will have on your business. Enjoy!

If you’d like to find out more about how coaching can help your business branding and success book a free introductory call (no sales pressure it’s just a chat) to find out!

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