The product is probably the first thing to consider when you think of any big business. There are really very few successful businesses that don’t have a well-known name, and it’s difficult to imagine how a business can grow big without investing in its image and creating a for itself.
Nevertheless, most small businesses and internet firms don’t take the time to create a strong brand and a strong identity they can use to move their company forward. Why? There is also a lack of comprehension. Not only do most businesses and organizations fail to understand how branding works; many also fail to understand the value of branding.
Companies That Have No Name
It’s not hard to find companies that lack brands when you look online – or that haven’t invested the right time or effort into their branding. These are the websites that look horribly bland and generic: probably with dark blue and black writing on a white background. Their company name is something like ‘Johnson and Smith Co’ and their logo is probably some dull blue writing spelling out that company name. and it’s probably a low res JPEG image too.
It doesn’t exactly scream excitement and it calls to mind an image of a couple of burly blokes who put together an uninspired business with no aims of growing. They provide their service, no bells attached and then they move onto the next client.
It’s actually kind of depressing…
Companies with LOTS of
Now think about the companies that have become international names. These companies have exciting names like ‘Apple’, ‘Adidas’, ‘Coca-Cola’, ‘Nike’, ‘Microsoft’, ‘Disney’, ‘Nintendo’, ‘Red Bull’, ‘Starbucks’ and they have interesting and unique logos. Many of these logos have gone on to become almost cultural symbols and are now emblazoned on t-shirts and scrawled onto homework diaries around the world.
The websites are in keeping with this, so are the adverts and even the products conform to an identity. People look for these brands now as a sign of quality and because they know what to expect. Some people even consider themselves ‘fans’ of these brands and get behind 100%. People just don’t feel that way about companies like ‘Johnson and Smith Co’.