Brand v Branding

Brand v Branding

Brand v BrandingDo you know the difference between your brand and your branding?

If the answer is ’no’, don’t beat yourself up. There are many within our industry that don’t seem to either. I have lost count of the amount of websites I have visited where someone is offering to design your brand. Brands can’t be designed. They can be created, extracted or defined, but not designed.

Here’s my attempt at distinguishing between your brand and your branding.

Your Brand

Your brand isn’t the nice logo and pretty colours that the term is often, incorrectly, associated with. A brand is about creating a personality for your business.

Your brand should become part of the DNA of your business. It should be present in everything you do. From your brand identity to the way you answer the phone. From the stories you tell on your website, in brochures and tweets, to how you deal with a complaint.

Creating a successful brand is about creating an emotional connection with your consumer. This is done by defining what your brand is. The values, personality and stories the brand lives by.

But your brand is more than what you think and say. Your brand is also what others think and say about you.

It is only once your business has a personality that customers can decide whether or not they like it. If your business can portray a personality that complements theirs, they might just let you become their friend.

Scientists back this theory up. The latest catchphrase in the pursuit of getting ‘buy in’ from your target audience is ‘neuromarketing’. Over the last decade or so, neuroscience research has shown that emotions play a much more important role in decision making than most people have thought.

Our brains process much of their sensory input subconsciously, generating affection toward or against objects. Signals that don’t generate positive or negative emotions are filtered out (seen as unimportant) and never reach our conscious mind.

So, for your brand to get attention, it has to trigger an emotion.

Your Branding

Your branding is the visual side of creating a brand.

This is the brand identity, which includes the logo, colours, typefaces and imagery your brand uses to tell your brand story. Branding is the tone of voice you use in your communications. Branding is everything you do that your customers will see.

These all need to complement the brand and be consistently used.

Branding consistency has one huge advantage – recognition. With recognition comes familiarity. With familiarity comes trust and confidence.

If done correctly, consistency brings clarity and purpose, which consumers will buy into.

Do you have a brand?

So, now that you have a better understanding of the difference between your brand and your branding, can I ask you one question? Do you have a brand?

Brand Satellite can help you create a brand (and the branding) for your business.

If you would like help with defining your brand, check out our Brand Workshop. We will identify unique values, traits and stories behind the business that, when communicated, will help customers make that emotional connection.

If you would like help with designing your branding, or rebranding, check out our Brand Identity service and our Brand Identity portfolio.

For more information, contact giles@brandsatellite.co.uk

William Lockie logo

Brand Satellite creates new logo for William Lockie

William LockieBrand Satellite has created new branding for Hawick knitwear firm William Lockie.

William Lockie have been upholding the heritage of Hawick, by creating the finest handcrafted knitwear since 1874.

The Scottish border town of Hawick is renowned throughout the globe for its luxury cashmere and woollen clothing. The town has been creating the world’s finest knitwear for over two centuries.

The William Lockie mill, based in Hawick’s Drumlanrig Square, is the oldest continuously operating knitwear company in Scotland. They are one of the last knitwear firms still in operation in the town.

The traditional skills of our machinists and finishers have been past down from generation to generation. All of our workers come from the local area, where crafting quality knitwear is in the blood.

We were tasked with creating a new logo that reflected the company’s, and the town’s, heritage whilst making the brand relevant in today’s fashion market.

We used the flag wielding rider from the famous ‘Ken The Horse’ statue, that stands proudly on Hawick high street.

 

The Everything Creative Festival

Brand Satellite does everything it can to help Everything Creative festival.

Brand Satellite has provided in-kind branding work for the Creative Coathanger – the Everything Creative festival.

Creative Coathanger - The Everything Creative festivalCreative Coathanger is a new concept which will showcase creativity in the Scottish Borders.

The region has a rich creative history and thriving contemporary community of artists, craft makers, musicians, sculptors, designers, architects etc. This includes the world-renowned textile design school at Heriot-Watt University and some of the world’s most famous textile mills.

Creative Coathanger Galashiels is the inaugural Everything Creative festival.

Creative Coathanger Galashiels - The Everything Creative festivalEvents will cover a broad range of activities:

  • 3D arts like sculpture and carving, buildings, outdoor space and public art
  • 2D arts like painting, drawing, photography, printing, design and books
  • Makers, doers and performers, including fashion, film, music and interactive

Creative Coathanger are hoping to make Galashiels town centre unrecognisable for the weekend. They want to see empty shops and outdoor spaces turned into space for artists, designers and makers to exhibit. they want to host pop-up studios and art installations, makers demonstrations and a craft market.

Creative Coathanger Galashiels - the Everything Creative festivalThe festival runs from Saturday 24th September to Sunday 9th October 2016. Most events will be taking place in Galashiels in the Scottish Borders. Some events are also being held in the neighbouring towns of Selkirk and Hawick.

Many of the #EverythingCreative events will be free. The team has brought together a huge range of events, exhibitions, film showcases, open studios, exclusive one-off pop-up shops, workshops, performances, and even a craft beer festival – all under one banner.

Mark Timmins, one of the festival directors for Creative Coathanger, said: “As the home of the once booming textiles industry, authors like Sir Walter Scott, the inspiration for poems such Robert Burns’ Braw Lads O’ Gala Water and famous art collections in the area, the Borders has a plentiful, unique and world famous creative heritage.”

“This success continues today across everything creative, with some of our greatest exports including the actor and star of the TV series Outlander Grant O’Rourke, contemporary artists like Ant Macari and textiles sought-after by some iconic fashion brands like Chanel, Dior and Vivienne Westwood.”

Brand Satellite helped with the logo, website, branding of the Twitter and Facebook pages and marketing materials. But, we can’t take all the credit. The fact this event is taking place, and with so many events for its inaugural year, is down to the hard work of lots of dedicated individuals.

Kirsty Innes, freelance PR consultant for the festival, added:

“The importance of a strong brand cannot be overstated. Even through PR, it is vital, especially for a new event like the Creative Coathanger festival, to present a strong, relevant and professional looking identity. The identity which Giles created is all of those things and truly reinforces the creative theme. I believe it has helped to make my job a lot easier in both engaging national media including the BBC, ITV, The Daily Mail and the Scotsman. It has also helped to build a trust worthy brand on social media – vital to engaging key opinion formers. The design he has created can be carried forward and because it is distinct to Creative Coathanger, is easily associated with this exciting new festival – so the long term benefits of his work will be significant in helping the festival go from strength to strength. Many other brands would pay large amounts of money for such impressive work.”