This is the complex part of your business. Branding is where you communicate to your audience who and what you are and how you differentiate from your competitors. It is the message you are giving to your audience that says ‘we can give you what you need’. A logo and a slogan may play a big part in branding however it’s how you integrate it into you website, promotional material and packaging that really communicates the message to your audience.
Strong branding should have consistency throughout and strategic ideas that put you ahead of the rest. Defining your brand is a journey. A journey where you learn goals of your company, the benefits and features of your products or services and learn the needs and wants of your current and future customers. A short history of brands:
Branding originally came about to identify products, in much the same way that farmers branded their cattle to prove their ownership. In the 18th and 19th centuries many food products were adulterated with inferior ingredients. Reputable manufacturers therefore decided to stamp their own mark on their products so that customers would be certain of their quality. The same idea of quality-assurance applies today although consumer messaging can be much more sophisticated when using a combination of print-based and digital communications. Now we can create branding and visual identities that promote lifestyles with which customers are keen to identify.
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