At one point in time, the Brand you represent had only one or two employees. With no capital and no disposable funds, you did what you could to reach your target audience. With time, your company grew and began to diversify the work and expand your  client base. Unfortunately, as companies grow, many neglect to keep their branding up to date. Your Brand is your identity, It’s more than just a logo or a business card, it’s your promise. Your Brand is what potential clients see when they visit your Website, interact with your print materials, see your ad in a magazine or online. Many people forget that your Brand is what top talent is interested in when they are vetting your job opportunities. Brand is bigger than just a logo or tagline, it is an experience that embodies the heart of what you do.

You may be wondering, “Do I really have to change my Branding through time?” The short answer is yes. Would you want to leave your Facebook status as “in a relationship” if you were actually single? Your Branding allows you to show off your skills, become more accessible, and develop a well-rounded Brand personality.

There are many benefits of Brand evolution. In this article, we will discuss why it is important that all Brands prioritize evolution.

Developing a Well-Rounded Brand Identity

When you invest the necessary resources in improving your Branding, you develop a well-rounded identity for your business. You would be shocked at the percentage of consumers who choose to support companies based on their Branding and online content. Recently, RocketDog revamped a Website as part of the overall work for it’s client, Sumbridge. The former Website was more transactional and straightforward. Without an engaging first impression, customers were left wondering if Sumbridge was a brand that could deliver on the fantastic client experience that they promise. When you take a holistic approach to Branding, there is a relational aspect that enhances your reputation in the industry. It is important to give your audience insight into the people that are behind the work.

Become More Believable

When developing a high quality Brand identity, it is important that your content is believable. It is easy to state what you do and how you do it, but it is harder to prove the impact of your work. By creating a holistic Brand identity, consumers gain a better perspective of the company as a whole. This new perspective allows customers to believe the impact that is being made. Top talent seekers are more likely to pay attention to brands that accurately express their position in the industry and the value they place on employees.

Increase Engagement

Websites need to be engaging and intuitive. Customers and job seekers should easily understand how to get in contact with the right person. In addition, site visitors should see interactive content that helps them learn more about the products and services you deliver. At RocketDog, we are not in the business of creating boring Websites. We create sites that jump out at customers and employees, allowing them to see the brilliance of the business. 

You May Be Thinking “I Already Have A Cool Logo...”

Branding is far bigger than a logo. Branding is the experience that is had by any client or potential employee that engages with you! What does your Branding say about your company? Does your Branding express your stellar expertise in the field?

Case Study 1: Sumbridge

Sumbridge is a company in Seattle, WA that is committed to helping companies with their accounting and finance people needs. After years of not evolving their online presence, Sumbridge decided that they wanted to create a Website that embodied the heart and soul of the work they do. After RocketDog delivered a suite of printed and digital materials that helped to evolve their Brand, Sumbridge wanted to evolve their online presence. Rosie, the managing partner at Sumbridge, left a testimonial stating “The team at RocketDog Communications delivered quality work within a strict timeline and budget. Their communication style was noteworthy. Their detailed approach complemented their project management style.”

When they began working with Rocketdog, Sumbridge was struggling to utilize their Branding in a way that attracted new customers and prospective employees. The latest project and suite of materials developed reflects the relational side of the work they do.

Case Study 2: Thinkspace

Thinkspace is an incredibly innovative company in the co-working space industry. Unfortunately, their initial branding caused them to sink behind big name brands such as “Wework.” Rocketdog facilitated market research to discover what the demands of the industry were and how to position Thinkspace in a way that established them as a leader in the space. Rocketdog delivered a suite of marketing materials that included event graphics, email campaigns, digital marketing strategies, and an improved Website.

After the project, Peter Chee, the Founder of Thinkspace, stated “...they delivered on all fronts, both on time and on budget. We feel our brand is stronger, more engaging, and it certainly positions us well in a very competitive market.”

If you are working in a crowded industry, it is crucial that your Branding stands out above the competition. Your Brand identity can help you to express your innovation, creativity, and position as a market leader.

Conclusion

Branding is a crucial part of any marketing strategy. Your Brand identity allows consumers to create a connection with your brand which helps to develop loyalty. The most effective way to rise above your competition is to invest in your marketing and Branding strategies. Your Brand identity can make or break your ability to attract new customers and top talent. By establishing a reputable Brand identity, you can engage your customers in a new way. Your Branding creates loyalty, connection, and understanding. If you are ready to take your Brand to the next level, contact RocketDog today. 

 

What is the first thing that you think about when a Brand comes to mind? When you think of Starbucks, Amazon, or Delta Airlines, does their logo come to mind? Most Brands develop distinct logos that are representative of their company. Although logos may be the face of a Brand, they do not include all of the identifiable aspects of the business. After a logo comes to mind, you begin to think of your consumer experiences, interactions, and other marketing pieces that are associated with the company. Branding is the composition of all of the tangible and intangible components of a company. 

At RocketDog, we see the value of having a fantastic logo that can be integrated into the overall Branding. According to Forbes, consumers are willing to spend roughly 17% more with companies that have a well-developed Brand. In this article, we will discuss how branding and logos are different. In addition, we will discuss the crucial role that they both play in the overall strategy of a company.

So, What is the Difference Between a Logo and a Brand?

By definition, a logo is a graphic element that represents a company. It is designed for easy recognition. In contrast, a Brand is the personality of a company. A logo is part of the overall Brand. For companies, it is important that consumers have accurate and positive associations with your products and services. Although logos are important, they do not depict the overall personality of a company.

Are Logos an Important Part of Branding? 

Although logos are not all that matters in terms of Branding, they are still a crucial part of the overall identity of a business. Logos are important for companies because they make it possible to establish brand recognition. They are a foundational part of the overall marketing strategy. Logos are typically the first thing that consumers think about when a Brand is brought to mind. When developing a logo, there are a few important factors to consider, including:

1. Uniqueness - When creating a logo for your company, it is important to craft a logo that is unique to your Brand. It should stand out in the marketplace. Logos are the single icon that customers associate with your Brand.

2. Versatility - If a logo is effective, the company will continue to use it for an extended period of time. Iconic logos can shift to work for a variety of different events and campaigns. Does your logo look good on promotional products? Does it look professional when displayed in black and white? Although you may have one primary logo, you can edit it slightly so that it can be used for various campaigns and events. At RocketDog, we help Brands design logos that work for various occasions while still maintaining a common color scheme and theme.

3. Simplistic - You want users to be able to describe and understand your logo design. Simplistic logos have crisp lines, legible fonts, and common colors. The colors and fonts used should accurately depict the industry that a company represents. In addition, it should be professional.

4. Accurate - Is your logo a true depiction of your Brand, or is it a graphic that just looks cool? Your logo should accurately depict the spirit, services, and professionalism of your company.

Your logo should be the standard of excellence for all other marketing pieces.

What Makes a Brand?

The Branding of a company is the composition of tangible and intangible components that make up that business. It is the guarantee that a company will work diligently to provide excellent products or services. As mentioned earlier, a Brand is the personality of a company. The tangible components of a Brand are the things that you can see with your own eyes, including: 

• The Logo: Graphic representation of a company
• Graphic Elements: Secondary logos, slogans, images used on pieces
• Brand Message: The distinctive voice of a company
• Digital and Print Marketing: Print, email, mobile and online content
• Website Design: Look, structure, and navigation of a Website
• Preferred Colors: Commonly used color scheme of a Brand
• Jingles: Songs or tunes associated with advertising campaigns

These are just a few of the tangible ways that companies express their personality. There are a variety of intangible components that contribute to the overall Brand identity, including:

• Company Culture: How does this company treat employees? What do they value?
• Mission and Vision: What is the purpose and goal behind the work being done?
• Overall Consumer Experience: What is the experience like for consumers as they interact with your employees, see your advertisements, or visit your Website?
• Social Stance: What type of voice do you have in the industry? Do you take a stance on social issues?

These intangible components help enhance the consumers experience with your Brand. If consumers do not align with your social stance or do not trust your company culture, they may have negative associations of your products and services. 

Typically, most Brands find success when they invest in their internal structure. As companies establish their culture, employees are likely going to have a better attitude and a harder work ethic. When customers can have a glimpse into the mission, culture, and purpose of the organization, they will likely increase their trust and loyalty to your business.

Case Study:

Bakery Nouveau is a West Seattle Bakery that offers delicious and creative treats to the Seattle area. This bakery offers a contemporary style and French-inspired desserts. 

Challenge: Although Bakery Nouveau creates delicious products, consumers were having a hard time recognizing their wide range of offerings. In addition, consumers were not aware of the mission of the Brand.

Solution: RocketDog worked with Bakery Nouveau to create a consumer experience that was as delightful as the desserts they serve. RocketDog helped Bakery Nouveau express their creativity and expertise through a new Website, streamlined language, email campaigns, logos, and promotions. 

Bakery Nouveau is a great reminder that it is beneficial to take an integrated approach to Branding. Bakery Nouveau was not enhanced by purely a logo, it was enhanced through the development of a customer experience that accurately reflected the Brand. Since they have begun engaging their customers in a new way through their Branding, Bakery Nouveau has had the ability to tell their story and expand their reach.

Summary

Although they are sometimes used interchangeably, Brands and logos are different. A logo is a graphic representation of a company, while a Brand encompasses the entire personality of a business. There are many components of a Brand, including logos. At RocketDog, we help customers understand the intangible and tangible components that make up the Brand experience. By creating a full-range of marketing materials and services, including logos, we help customers craft unique Brand experiences that are engaging to customers. Logos and Brands are different, but they are both important representations of a company.