Does every company need a brand?

I think firstly we have to clarify exactly what a brand is. There seems to be a lot of confusion, as to whether a logo, colours, images, products etc. actually represents the brand. And despite all of these being elements that support a brand, they aren't actually "the brand".

Let's have a quick story lesson. Branding used to be a method for farmers to claim ownership of cattle and other animals, and was a statement to vouch for the quality of the meet. You could be damn sure that if the meat said Smith's Cattle Crew (Company name, and in a graphical composition, a Logo) it surely would be the best quality meat south from Oklahoma (Mission statement). It is meat that makes you go Howdy! (Slogan, and a brief indication of the brand promise associated with the products and services provided). Later on this was passed on to wooden boxes and other manufactures to show that products contained in these packages was from this company, and we vouch for the product and want you to know that this is us.

As brading evovled into a more common approach to raise awareness of businesses, it also grew in terms of elements and things tied to its meaning, why many believe it actually is the logo that is the brand. Brand is actually the emotions you feel associated with a company or product. It is the feeling you get when you can relate to a product. When you can say "This is for me. This is my kind of product".

But to go back to the question, Yes, I do actually believe that all companies do need a brand. I believe that every company should make an efford in creating an identity for themselves, and give it meaning, by using colours, image guidelines, well designed logos, packaging, and so on. Find the reaon for why you have this business and product, and what you are trying to accomplish with it. Find the right ways to engage with your audience and understand how to reach out to them. Every company and product wants to be cared for, and these smaller details shows your care for your company and daily engagements.

Now.. Of course.. Not every company is Google or Apple and can afford 1 fantazillion dollars in branding and marketing. But that shouldn't hold anyone back from engaging in branding for their product. It doesn't have to be expensive and a lot of the ground work you can do pretty much yourself. I will work on a guide which you can print out and use to do a bit of ground work for your own company (So stay tuned!). This is tools we use in brand agencies as well so it is a process proven to provide results.

Now I am not going to say, that this can substitute a professional team of artists, designers and brand strategists. Everybody can follow a recipe, but you won't be able to make the dish like Joël Robuchon. A great team of creative people can help facilitate a lot of the process, help come up with better terms and approaches to problems. Mind you - this is what they have been doing for years. But money shouldn't hold you back from start branding your business. Get started now and get in touch when you feel ready to take it to the next level.