As a society, we love brands! We wear them, drive them, drink them, and furnish our homes with them. We tell our friends about them, and we stick with the brands we know and trust, year after year.

When you hear the term branding, what image does it conjure up? I’m guessing name and logo, and possibly colours and fonts. However, branding is so much more than just a ‘look’ though. There are so many other elements to consider when developing a brand, so we thought it would be useful to look at these in more detail.

Branding is more than just the visuals

Don’t get us wrong, a company’s name and logo are super important. They’re one of the first impressions you will make to prospective customers. Your name can quickly and easily explain what you do and what you provide. Your logo can catch the eye, be memorable and help you stand out in a crowded field. Getting these cornerstones of your business right is critical. There’s nothing worse than a company name or logo that is vague or difficult to understand. You’ll undoubtedly be memorable, but not for the right reasons, we can assure you!

Beyond the visuals, there are the less noticeable elements of your branding that need to be considered. For example, what are you trying to achieve? What are your core values? How do you want to make your clients feel? These may not be as obvious to your consumers, but they’re just as important as the bits they see centre stage.

Branding is what sets you apart from the competition

A huge part of branding is showing your clients how you are different from everyone else in the market and why they should pick you. Make sure you do your homework and research your closest competitors. Then you can decide how you are going to demonstrate your key attributes. Is it your knowledge in your particular field? The products you offer? Your phenomenal customer service? Or is it just you and your awesome personality?

If you know how you stand head and shoulders above the competition, you’re well on your way to learning how to market your business. That takes us nicely onto our next section!

Branding is key to attracting your ideal client

If you try to market to everyone, you’ll end up speaking to no-one. We mean by this that if you try to make your marketing too broad-brush, it won’t really resonate with any one particular group of people. Make sure you spend time identifying your target audience, and focus your time and energy on marketing to them. Think about how they are likely to find out about your brand, what they want to know about your products or services, which social media platforms they use, and how they will spread the word about you.  

To create a cohesive, recognisable brand, all the content you create and the images you use must align with your overall brand strategy and attract your ideal clients.

Are you ready to create a recognisable brand?

So, you’ve got a clear idea of your mission, values, competitors, and client base. You’ve taken the time to do your research and carefully plan out your branding. Congratulations! You’re on track to creating a recognisable brand! The more recognisable and trustworthy your brand is, the more people will remember you, endorse you, and recommend you to their family, friends and professional network!

What is the Colour of the Year?

Every year, experts at the Pantone Colour Institute™ comb the world looking at leading colours in fashion, entertainment, travel destinations, social media platforms, and worldwide sporting events. An influential colour is then selected and defined as their ‘Colour of the Year’. For over two decades, this concept has been shaping fashion, interior trends, home furnishings and industrial design.

In 2021, they have defied convention somewhat and selected not one, but two colours: ‘Ultimate Grey’ and a beautiful, sunny yellow called ‘Illuminating’. We absolutely adore this marriage of colour! Grey is a lovely, calming neutral, and we love the uplifting effect of the vibrant yellow. And, it just so happens that the Pier Creative studio is decked out in these very colours. How on-trend are we? (well, this year anyway!) 

Why is colour so important?

A huge part of brand recognition is through the use of colour. Did you know that using a signature colour can increase a consumer’s recognition of a brand by 80%? It’s not surprising when you think about it. Take Coca Cola with its iconic red, the bold and uplifting blue and yellow of Ikea, or the playful primary colours of Google. As soon as you see these unmistakable hues, you can quickly identify the giants that they belong to. Clever stuff, hey?!

Using colour in your branding

You don’t have to have a branding budget as big as these massive corporations to get noticed. Here are a few examples of how colours are typically used and the feelings they evoke.

• Red. A colour preferred by the automotive industry. Red is suggestive of speed and excitement!
  
• Blue. Popular with tech companies, blue exudes dependability but also serenity.
  
• Pink. Historically, pink was linked to red, which was seen as strong and masculine. In contrast, blue was associated with the Virgin Mary, hence its more feminine connotations. In the wake of WWII, the tables were flipped, and now pink is associated with femininity.
  
• Green. Reflecting the earth, green is synonymous with the environment, health and wellbeing.
  
• Black. By far, the most popular choice for luxury brands! Think boutique hotels, wellness spas, and top-end health and beauty products.
  
• Yellow. The colour of happiness! It’s great for standing out amongst competitors on retail shelves. It is also associated with original thought because it resonates with the logical left side of the brain. Maybe that’s why we were so drawn to it for our own branding?!