Branding

Branding in New Zealand is a method of advertising that seeks to directly appeal to the consumer through positive reinforcement and cumulative impressions. In this way, New Zealand brands help a commodity or company to be identified by an image and a set of characteristics or qualities. The principle goes something like this: 'If the consumer has heard of the company, branding has been successful.'

Brand value

The value of New Zealand brands is very hard to measure, but you only need to look at some of the world's most known names to see that there is something to be said for a good brand. Even in the health-conscious and obesity-obsessed world in which we live, the fast food restaurant chain, McDonald's, continues to be a successful brand which has adapted to fit into the present marketplace. New Zealand branding can be just as successful within the local market.

An effective logo design

An effective logo may just be the key to creating a successful brand in today's visual culture. You can literally create an image with which your company or product is associated. In terms of the philosophy of branding, think of it this way: the consumer should see your logo and have a predefined set of impressions and values in mind. Good branding means your logo (and therefore your company) will stay in the minds of existing and potential customers. Assuming you have already put some thought into your company or product name, bearing in mind all of its associated connotations and its fittingness for your product or service, you now need to find a suitable graphic image to combine with your company name. For this, it is usually best to employ the services of a New Zealand graphic design professional.

Some general guidelines for logo design are:

• Image should be balanced, strong and uncluttered
• Design should be distinctive, memorable and easy to see at a glance
• Graphic image should fit with your business activities and company name
• Font should be easy to read
• Should look good in black and white, as well as colour

A catchy tag-line

Once you have nailed a great logo, add a catchy and effective tag-line that captures the essence of your business. This phrase should be between three and seven words long, and express the benefits of working with your company. The best tag-lines are those which flow and appear effortless, while also being 'sticky' enough to stay in the consumer's mind. Think "McDonald's – I'm loving it." This tag-line has simplicity, stickability, positivity and a personal appeal.

Good internal branding

Often though, a great logo and a catchy tag-line will not ensure success. The other side of branding is building the brand from the inside out. That is to say, you need to ensure that those who work within your organisation believe in the brand you have created. If employees do not believe in a brand, they will not reflect the brand to customers. This is particularly true of service oriented brands, which rely on employees to be the 'face' of the brand and project the company's image into the marketplace. Your employees should know the brand, believe in it and be committed to delivering that image to the public. Because of the importance of employee communication of a brand, a sub-branch of branding has been developed to deal with branding within a company. Called 'internal branding,' it seeks to create a working environment in which employees act in the best interests of the brand.

Brand strategy
Once all of these aspects have been covered, what are the benefits of having a good brand? Businesses both large and small benefit from having a strong brand in the marketplace. Large companies may have a higher profile, but smaller businesses can establish a successful brand within a local community or a niche market. The benefits include:

• Recognition in the marketplace: customers are more likely to choose brands they recognise.
• Credibility: it is easier to sell your product or service if your brand has a credible presence within the marketplace.
• Reduced risk for the customer: a good brand means your company will be associated with reliability and familiarity, making you a preferred choice.
• Adding value to your business: your company will be associated with goodwill, creating brand loyalty in your customer base.

Finally, think long term when planning your company's branding strategy. Don't be afraid to make an investment in the brand or image of your company, as it will have many positive flow-on effects over time.

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Business images from Flickr: Sky Tower, New Zealand Flag and Wellington Buildings.