Brand creation for businesses

These days “brand creation” often feels odd. Even for designers themself, Therefore entry point for agencies and designers is low, and the speed at which consultants have dominated the content space is enormous. But unlike social media, branding has lacked the metrics and science to back it up. Until now…

Logo creation

One of the top problems that appear before agencies is that usually, clients discuss their branding after the project(website, creative elements) are done.

It’s developing difficulties for them to convince the client how for them it is better to proceed.

Usually, the client goes to hand over what few branding assets they have at the start of the project. Then the agency is stuck. How do you tell a new client that their brand assets are sub-par? It’s a complicated subject no matter how you look at it.

This, of course, puts the project on hold, generates scope creep, and adds unnecessary tens. The client wants everything to be successful while expecting something “extra” thrown in. The agency not getting paid for it, However, they feel like have to address the ugly branding since their name is on the credits

So, What Do Agencies Do?

Typically, they put a modest dollar amount of time, they agree, and you both move forward by picking a more modern color scheme, a cleaner typeface, and possibly a logo refresh or even creating a new one.

You try to get inside the client’s head and find something that resonates with them. But so much is wrong with this scenario. The real issue here isn’t about the client’s lack of branding initially, it’s how agencies are trying to adapt resources for it.

What Agencies Are Missing?

If there’s one thing that’s missing from the arsenal of digital agencies, it’s a solid understanding of brand creation — one that’s solid enough to convince the client of the investment, and one that during the process, solidifies the agency owner’s expertise as a strategist and partner.

Usually, digital agencies think that an effective logo is a beautiful logo. While logo clean design is important, it’s simply one of several visual and verbal market-based assets that comprise the client’s Distinctive Brand Assets (more on that later). Most agencies are trying to tackle logo creation by cleaning up the logo alone, and in the process, are not helping their clients grow and succeed.

In the last couple of years branding, the industry has become too commercial. In fact, what every digital agency needs are understanding of how brands actually function, grow, and scale. And end up missing out on a larger amount of success, for both themself and their client.

What’s the secret behind this?

The secret is there is no secret. Top-performing digital agencies know that there is, in fact, evidence-based metrics to brand creation. They called it “brand science,” and talked about the elements of branding in a new different way. but with some boundaries. Those that apply this science are able to help their clients grow their success and ultimately increase their own.

So what’s Brand Science? It is simply the branding side of marketing, making branding and design decisions based on metrics. There’s a bit of psychology, and consumer behavior in there too, but the basics are easy to master, and you will be happy with the results. If you watch how successful brands actually grow, the logo making conversation and their brand creation is, the resource issues, and the client back and forth goes away. In fact, difficult clients even start going away. Most digital agencies didn’t get into business with the intent of working on branding and are uncomfortable with the subject, but it’s the truth: in order to succeed as a digital agency, no matter where or how you got your start, you have to upgrade your understanding of branding to brand science!

Brand Science, 101

Think of it like this: scientifically, branding — it’s the on-going strategic business approach of creating memories for people to recall. In real life its “cognitive associations.” The brand with the most unique associations at the top of the consumer’s minds has the highest mental availability. They then purchase based on how physically available that product, good, or service is.

7 aspects of how to grow a successful brand

1. Continuously reach all buyers of the category: Communication is the key. With all of your past clients. Avoid being silent in communication and distribution.
2. Ensure the brand is easy to buy: This one is dead important. When service is not understandable by the client it is extremely difficult for them to make a purchase.
3. Get noticed: Grab the client’s attention on brand salience to prime their minds. Remember, unseen is unsold, so stay seen as possible. (Search, social media etc…)
4. Refresh and build memory structures: Make your brand easy to notice and easy to buy.
5. Create and use distinctive brand assets: If we simplify this. Meaning is everywhere on most platforms available. This is where you use the DBA Palette.
6. Be consistent: Avoid unnecessary changes, keep the brand fresh and interesting.
7. Stay competitive: Always take a peek at what your competitors are doing (i.e. by targeting a particular group)

In conclusion

So, when a client reaches you and barely has a logo to offer, it’s an opportunity to position yourself as an expert like Divine media, using brand science and design vision to show the importance of considering developing more brand assets and utilize on his/her business and for any additional needs he/she may have as a set of assets to invest in.