The definition of branding
What is branding? It’s much more than a logo, it impacts all areas of your business. Brush up your knowledge of this fundamental concept.
by Bence Bilekov — Last updated: 17 June 2019
You have overcome the hurdles of selecting the right branding partner , done all the necessary planning and agreed the budget . You are now all set to begin your branding project and shape the new direction for your company!
These are exciting times and whether you are anxiously making your first baby steps or confidently forging ahead, it’s good to be aware of the factors that can affect your experience during the project. We’ve put together 5 common hiccups that can cause small to major distractions to creative processes.
One issue that can disrupt the branding process right at the start is having unrealistic or unclear ideas about what the project can deliver. There are two elements to this:
It’s essential to set out all expectations right at the beginning before signing any paperwork and stay aligned on them after the project begun. Make sure both parties are aware of what is expected from them at every stage of the project to avoid disappointment.
In our article about the branding process, we explain the most important steps in detail.
Branding is not an exercise that should be rushed, so ensure you have the time, capacity and energy to see a project through before investing in it. It’s important to have faith that your brand will be a success, and you will need to be committed to this belief throughout the process. This might seem obvious, but we’ve met people set on changing the world with their grand business concept one minute, but then giving up on their idea half-way through the creation of their brand.
Then there are the people who sign up for a branding project seeking change, but then run back to the safety net of their familiar old habits when change starts to happen. Any change can feel scary, but if you didn’t need change, you wouldn’t be embarking on a branding project in the first place. A good branding partner will know how to protect your business’ interests, so you’ve got to have the guts to go through with your new brand.
It’s natural to have fears about overspending, especially when you are making considerable financial commitments to your branding. These fears are often based on negative experiences with agencies in the past who bill for their work by the hour rather than committing to fixed budgets. We mentioned having an agreement on the budget in the introduction, however costs can rise if you decide to introduce new elements to your project. Your partner should alert you if work is going beyond the agreed scope, but make sure you also keep project costs in check when you request extra deliverables and changes, and be realistic about how far you can stretch.
Just like unrealistic expectations, budget creeping can be avoided with good planning, clear costing and an agreement signed at the beginning of the project.
If you are unsure about how to start planning your costs, you might find our budgeting for branding article helpful.
It’s probably one of the trickiest challenges faced during a creative project when the two parties involved have different visions of the brand they are trying to improve. The research and strategy phases of the branding process are designed to make sure these visions are aligned as closely as possible, but situations where the visual identity created doesn’t meet the demands of the client can still arise.
There are three ways to tackle this problem:
Our article choosing the right branding partner explores the foundations of successful collaborations.
A delicate issue that can poison start-ups and small businesses unfortunately stems from one of their great strengths: the founders or directors not being able to let go.
People who have built their company through blood, sweat and tears often treat their businesses as their babies and this is completely understandable. Being invested in your venture is a powerful driving force but when people become too attached, it can lead to them resisting change of any kind and therefore blocking progress.
Are you ready to develop your organisation's branding? Get in touch to find out how we can help you.