In this series of lessons, we will pivot from web design to your business and learn How to Create Your Web Design Brand.
In this particular lesson, we will learn:
Welcome! I’m Leighton, your webmaster. In this series of lessons, let’s learn how to create a brand!
So to kickstart this series… what is a brand? It’s difficult to define, and it’s much more than simply a company name. One reference defines a brand as, “a person’s perception of a product, service, experience, or organization.” So more than simply the name, it’s includes the identity and reputation of a company. Brands can change over time — they can develop, expand, respond and shift with the times.
Further, brands involve your feelings. How do you feel when you interact with a certain company? Do you love certain brands? Do you strongly dislike any companies? A good (and bad) experience goes a long way, and that’s why successful brands today are always emotionally infused. They hold great emotional meaning for people and that’s what makes that brand loved and respected. Think about it! If you had a great experience at a coffee shop, what do you do? Tell others! What if you had a terrible experience? Same thing. Tell others! Your emotional reaction to the experience you had with that brand moves you to act. And how you act either helps or harms the brand. One person’s opinion on the brand might not seem like much, but if the majority hold a similar opinion, for better or worse, the brand forms a reputation.
What major brands can you think of? Toyota, Wal-Mart, Apple, Google, Nike, Disney, Samsung, Chick Fil-A, McDonald’s, all wildly successful, globally-recognized brands. Successful brands like those have a simple, universal logo that evokes an emotion as soon as you see it. Let’s test that: When I say the name, Coca-Cola, can you envision the logo? What color is it? What does the font look like? Is it traditional or cursive? Does the name evoke an emotion? Do you like or dislike their soda? Yes, look at all the subconscious associations you have with simply the name, Coca-Cola, and that’s because they have thoughtfully created a successful brand.
So how do you go about creating a brand that’s easily recognizable and lovable? Well, there’s 2 main components: Identity and Reputation. The first is how you project your brand, and the 2nd is how your brand is perceived. Let’s break these down, and as we do, notice how much control you have over these things.
RECAP: What have we learned so far?
So we briefly discussed how to create a brand, but in the next lesson, we’ll talk about creating your brand for your website design business. Super exciting, and I’m ready to share my tips!
I’m Leighton, and now you know… how to create a brand!
Think of different brands and how you perceive them. Think of brands you like, dislike, and why you feel that way.