Brand Building 101
So you have a product or service that you believe is the best thing out there and you want it to be a household name. That’s great because the first step in any marketing and sales strategy is to believe in yourself and your product/service. This is extremely important because the fact is, if you don’t believe in yourself or your business, why should anyone else?
The first rule of success in any endeavor is:
BElieve in YOUrself!
The next step is building your brand into that household name that you are dreaming of. Ideally, you start building your brand as you build your business or better still, your business plan. However, if you are like most of us, knowledge of brand building best-practices came after the business was already up and running.
But what is a brand anyway?
Think of your favorite soft drink (i.e. soda/pop). Now try to guess which one is the one with the colors of red and white, has a wavey line going from top to bottom (almost like someone pouring a drink) and always mentions having a smile or sharing a smile. If the name Coca-Cola or Coke came to mind; you would be absolutely correct. That is just one of dozens of examples of global brands that are household names, images, colors and slogans.
Branding is a uniform message across all venues of marketing and advertising. This includes the same colors, the same fonts, the same everything on your web site, you letterheads, your products, your business cards, your brochures, your advertisements and maybe even your vehicle(s) if you use them in the course of conducting your business. Literally everything!
Think about it; every single can of Coke you have ever seen in your entire life has had the same colors, the same style lettering, the same name (except for that time they did that whole “New Coke” thing). Millions upon millions of identical cans over ten decades, delivered by vehicles with the same branding to hundreds of millions of people in the United States alone.
For example, notice how this vintage delivery truck has the same red and white motif that a can of Coke has today. Notice how the script or font used for the lettering is also very close to what it is today. The only thing that has changed about the coke brand soft drink is that they no longer only cost 5 cents each, rarely come in a glass bottle anymore and they are delivered using more modern commercial vehicles. Every Coke delivery truck, billboard, TV advertisement, website, logo, social media site etc. you see, you also see the same colors and fonts every single time. That’s over a century of consistent and methodical brand building!
Others have done it too.
Pepsi Cola, Fed Ex, UPS, IBM, Microsoft and so many other global companies all have done the same thing; they have consistent colors that they use on everything. They all have consistent fonts or script styles that they always use for the lettering of their business names. They all have symbols or logos associated with their names as well and they appear everywhere that the name of the company does.
Pick one that works for you and copy it – the process that is. Dozens of companies all over the world have done the same thing; they have created a consistent message across all of their business materials, products and services. It is a template for global success! Now apply that to your web site, your logos, your business letterheads, your products, your vehicles and so on.
RVHWD offers design services to develop your branding and is capable of providing consistent messaging on your web site, your logos, your business cards and brochures and so much more. Contact RVHWD today to start building your global brand!