Coca-Cola branding

“Brand is not a product, that’s for sure; it’s not one item. It’s an idea, it’s a theory, it’s a meaning, it’s how you carry yourself. It’s aspirational, it’s inspirational.”                                                                                    – Kevin Plank


Your brand is a collective perception of your business. It’s quite a complex creation, covering everything from your visual identity like logo or color scheme, your advertising, and communications, the way you carry your business and customer service, even your partnerships. In today’s digitized world, among global competition, it can have a profound impact on your success. We summarized the main reasons why you should focus on your branding efforts.



Through the consistent use of logo, colors and fonts, you become memorable and recognizable. When you clearly deliver your message, your customers become loyal. That gives you an advantage over your competitors and sets you apart from them.



When you look professional, you are more likely to attract new customers. Cohesive look and feel confirm your credibility and authenticity, and people are more likely to purchase from professional looking businesses. Good branding strategy also helps with setting customer expectations right – McDonald’s burgers are a great example of perfectly set expectations. It will taste and look the same all around the world.



Good marketing strategy motivates the buyer to purchase. Well defined branding strategy will help you create strong advertising tailored to emotionally connect people with your business.



If your branding is on point, your clients will talk about you. They will bring their networks of friends to your door, but only if they can remember your name. A strong brand will also help you to stay in the market thanks to your loyal customers.

While you can attempt creating your brand on your own (and have great success with it), most of the people need professional guidance to achieve their goals. Find a branding specialist or an experienced designer, and ask for advice. There are a few questions you should be ready to answer to help find the right voice for your business. It might be tempting to skip this part of the process, but the more you define the brand, the easier it will be to connect with your customers.


Be ready to provide information about:

  • Your business: who are your target customers/audience and why they might be interested in what you have to offer, your business story and vision where it is going, your main competitors, and your top products and services. Give as much detail as possible.


  • Target market (and your) preferences: do you know what emotion you want people to feel when they interact with your brand? What colors and fonts will be appropriate for your audience? Is there any particular style that your customers identify with?


  • Unique selling proposition & features: what do you have to offer to people that others don’t? Highlight the benefits of using your product or service. How does your product resolve customer’s needs, and sets your business apart from its competitors?


Knowing this information, you are ready to start developing your brand and reap all the benefits in the future. There’s a lot to gain from it and you will not regret investing your time or money later!

AUTHOR: Liliana Gawrys

Lila Gawrys is a web designer and branding passionate with several years experience in web and graphic design industry. Currently works at Techleus and helps businesses to establish their brand and online presence. Privately loves dogs, ramen and black clothes.