How important is Branding

A strong brand can make your business stand out from the crowd, particularly in a competitive market.

If you want to understand the power of branding – check out the internet and what it has to say about the new logo from BT.

Your brand is what other people say about you when you’re not in the room.

Jeff Bezos – Founder of Amazon.com

Here at Fundamental, honestly – we like it! It is clean, sharp and presents a modern approach. At the same time, it is keen to keep an eye on its past, looking to emulate the original 1984 version. Look at other recent logo redesigns such as Netflix or Google and you will notice the application of a simple, refined approach due, in part, to the use of sans-serif typefaces.

A topic of conversation in a lot of the digital communities and with clients, both existing and new, often asks the question: “But do I need a logo, do people really notice if I create it myself?” There are, of course, exceptions to this rule.

Now, one of the points to note is what you consider to be branding and ‘just’ a logo – check out our other blog; Logo design is easy for more on this topic.

A strong factor to consider with anything, but particularly the creative industry, is subjectivity:

The quality of being based on or influenced by personal feelings, tastes, or opinions.

And what is now commonplace on the internet is a distribution of opinion (much as we are doing in this blog), but it has to be based on the individual’s own influences and, by this measure, you can ascertain whether you trust their judgement or not.

Now to look back at the BT logo as the subject, it is not to say that this is how the final release of the new logo will look; there will be colour treatments to consider, but in line with proposed fundamental company changes, that look to drive BT forward in this digital age, their new logo will have to communicate change whilst also retaining their identity.

They have, as others already have done, created a logo that is fundamentally suited to the digital market and the app culture. Take a quick look at your phone screen and the number of logos that ‘suit’ the app style and how instantly recognisable they are; how many do you think achieve it well? Now take another look at the BT logo and see if your opinion changes.

Branding helps you get right to the core of your business’ values. You can discover and communicate the essence of your business and what you deliver to your customers. Essentially, your brand creates your business’ reputation and its ‘personality’.

We hope you have enjoyed reading this blog and we look forward to sharing more with you in the future with some exciting prospects on the horizon. If you would like to get in touch then visit our Contact page or email jon@fundamentaldesign.co.uk and we will get back to you.