A brand is how consumers perceive a business. This means that when people think of your brand they are able to recall memories and experiences with that brand. This usually aids the consumer in making a choice if to invest in your product/service.
Brands create trust between the company and the consumer. This means that the customer is able to have an expectation from the brand and are able to form a relationship. This means that the consumer will deter from purchasing similar products from other brands as they are familiar and know a particular brand. One example of this within the games industry is between Sony and Microsoft. Individuals may have grown up with Sony and their products ranging from consoles and other devices such as headphones, TV’s and Cameras. This may deter that customer to purchase from Microsoft as they get a level of quality with Sony that they are happy with. On the other hand, if this quality is not consistent then the brand could be effected. For example, an individual may be unhappy with the Xbox One and due to this they begin to not trust Microsoft as a brand, so instead move over to the PS4 due to their bad experience with Microsoft.
The brand isn’t how you look or what you sell, it’s what people believe that you stand for. For example The Red Cross logo stands for saving lives and first aid. Another example would be when we see the subway logo we think of quick quality sandwiches. This all comes down to how the consumer perceives the brand and a logo helps the consumer be reminded of this.
The Circular process of branding
- Product definition
This is where we define what our brand is and who we are trying to reach out too
Know what market you are aiming for and to know your products point of difference
The backbone of your brand
This includes professional names, logos and communications
This means maintaining your look and messages so that your brands personality doesn’t falter. Many peoples brands end up failing at this point so keeping consistency is important.
- Perception analysis
This means asking the consumer how they feel about your brand so that the brand can be monitored and tweaked accordingly to meet the brands goals and aspirations in order to meet consumer needs.
Name, logos and taglines
The logo of your brand serves as the face of your brand on things such as clothing, packaging, letters, advertising.
Tagline is a phrase that provides the consumer with a description of your company and its values. This is good for logos which may be unclear to the consumer so the tagline alongside the logo helps convey the message of the company.
Vision statement: I am wanting to advertise myself as a games designer in order to appeal for jobs within the market or receive freelance work
Mission statement: The purpose of my company is to produce 3d models and relevant games design tasks for those who require my work. I will do this by following my design process from research to its final development stages in order to pass work to those who require it.
Business promise: My business promise is to be a reliable company who is able to achieve goals set.
Tagline: Making visions a reality
Business name: Dragonling designs
Logos should be simple and strong allowing it to be placed on any marketing material and being recognizable against other brands. The logo itself shouldn’t go out of fashion so it is important to make sure that I choose something which won’t become outdated in the recent years. Some self-made logos can look like a DIY advertisement, meaning that it can appear with less polish then those done by a professional. It is important that I do everything possible to prevent this happening using my design process and constant reflection during itself development as this will be the face of my branding.
My logo could either;
- Feature the name of the business – Wordmark (For example, Kellogg’s and Google)
- Feature initials of the business – Lettermark (For example, IBM and McDonalds)
- Feature a symbol that presents the business – Brandmark (For example, Nike and Xbox)
- Combination of all three.
It is important for the logo to not be visually complicated and still easy to understand by those who look at the logo.