“Your brand is the magnet that draws consumers to your product or service.”
Here are a few rules to follow:
1. Understanding the value of a well designed brand identity.
“Make it a priority and find money to invest in it right away.” So many people have a business idea, ask their cousin or a colleague’s wife, who dables in photoshop, to design a logo and say, ‘That’s my brand.’ That’s a mistake. Your brand often is the most important thing beyond the product itself.”
2. Know yourself.
“Start with your company’s identity. What is a singular expression of your brand distilled down to its simplest form? You must define the essence of your philosophy.”
3. Consider branding from the outset.
“Wellness Pro came to us before they started product development. They had an idea to create wellness products with high-quality design. Because they understood the spirit of the company and its value to potential customers, we were able to help them build the brand first, and the messaging and strategy were in place before the first product came off the production line. The brand is now a big success.”
4. Choose your design partner carefully.
“Chemistry is important,” Lana says. “Sometimes entrepreneurs don’t get the attention they need, so make sure you work with someone who cares about you and your business, and who really gets you.”
5. Stay true to yourself.
“Brand evolve. Apple has changed quite a bit, but those changes are always planned and have been very well-nurtured over the decades. You must make sure that your company’s fundamental tenets and beliefs are intact, and only fine-tuned by changes in culture, society and customer taste. Authenticity is the keystone of any successful brand.”
