Awards & Engraving

August '18

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BRAND IT : Part One If you aren't branding your company, you're missing out If you are already a business owner, have you ever created a Brand Creative Brief? If you have, great. When is the last time you looked at it? Is it still current or have things changed along with the economy or technological advancements? Does it need to be updated or adjusted? Have you stayed true and kept in alignment with your goals? WHAT IS A BRAND AND WHY IS IT IMPORTANT? A brand is defined as a type of product manufactured by a particular company under a certain name, according to an online defini- tion. Seth Godin gave this explanation for a brand definition: "A brand is the set of expec- tations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another. If the consumer (whether it's a business, a buyer, a voter, or a donor) doesn't pay a premium, make a selection, or spread the word, then no brand value exists for that consumer." Cattle ranchers, over a century ago, used branding irons to identify which cattle were theirs. This was especially important as they moved across the land to slaughterhouses so they could easily identify their cattle. Your brand is the name of your company and products/services offered. It's also the feeling and characteristic of your business and the promise that you make to your customers. It is so much more than simply a name or a logo. Branding is important to help customers recognize and share your services. Branding improves recognition and supports adver - tising. It creates a sense of trust and loy- alty with your customers. Branding gives e mployees a sense of pride for where they work and spend much of their daily life. They share this information with their friends and family; the word spreads through them. Branding helps generate the curiosity of new customers, enabling referrals as well as people noticing the business when they wouldn't have before without its support. "Branding" is a term thrown around by many people nowadays, but what exactly is it and what should you know about it? How can it help you grow your business? Whether you are making a business plan because you're a new entrepreneur or are already a longtime business owner, giving some love to your brand can only help it and your company grow. By Jennifer Foy Jennifer Foy has over 15 years of experience using Adobe Photoshop. She has received a Master's degree in Design and Advertising from Syracuse Uni- versity and a Bachelor of Fine Arts in Visual Communications from the Ringling School of Art and Design in Sarasota, Florida. Her years of teaching experience include numerous software and design classes in Adobe Illustrator, Photoshop and InDesign for colleges in Atlanta, Georgia and Louisville, Kentucky. Jennifer is cur- rently working as the Creative Director and Uni- versal Woods with the Unisub and ChromaLuxe brands. Jennifer can be reached by email at 44 • A&E AUGUST 2018

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