What is branding?

About the book
Today more than ever we are surrounded As the market for everything from mobile
by brands of all sorts, yet most of us take phones to widgets becomes more and
them for granted. It’s not uncommon to find more competitive, creating a strong brand
business people with a great idea but no and brand story around your product
clear notion of what ‘branding’ is and how or service is vital in today’s business
a strong, well developed brand can help landscape. In this book I have harnessed
grow their great idea into the size and type my 25 years of experience in the design
of business they want. and branding industry to break down the
concept of branding into its most basic
Despite volumes written on branding and
forms and through the use of simple graphic
brand strategy there is still a gap in the
illustrations capture and share the essence
general understanding of what a brand is,
of branding with you.
what it means and how it can create real
value. This book evolved after identifying Never underestimate the power of branding
the need for a simple tool that will help to create better value in your business, to
close that gap. inspire loyalty in current customers and
consistently attract new ones. I hope this
little book helps you to better understand
branding and the potential of your own
brand to help your business be everything
you want it to be, and more.

A brand is like your personality, it’s the core of who you are
brand

It’s how you think and express yourself

It’s the messages you’re sending out

These messages form opinions in seconds
love it hate it
brand

These brand messages are very powerful, they attract loyal customers
love it love it
brand love it love it

By creating an emotional connection with each and every one
brand

How do we create this strong bond?

It all starts with your brand message
brand

Your message is the core of everything you do
logo
al
er
cu
t
lla
ltu
co
re
media website
brand
message
nt ad
ver
nme tisi
viro ng
en
prod
staf
f
uct

Your message will connect with certain types of people
love it
l
oo
w
yc
an
r
ve
ti
t
my loo
k brand
message no interest
no
ck fun
yu
my
sty
it
hate
le

They are connecting with your brand personality
brand

To help further explain branding, lets take an ordinary pen

Lets add some individual brand messages around the pen
Timeless design
Tradition
Quality
Fine craftsmanship
Sense of eternity

This is the brand personality for Mont Blanc pens
Timeless design
Tradition
Quality
Fine craftsmanship
Sense of eternity

Their core message helps customers choose this brand over another
Statement of style

Their message attracts a like minded customer
I like:
style
detail
quality
tradition
elegance

The customer and brand connect
brand

The brand then creates...
trust
loyalty
value
recognition

Watch your brand grow as it increases...
market share
competitiveness
followers
turnover
profits

And you’ll have a loyal customer for life
brand

Ask us how

About the author
Sue Palmer is the founder and director of Sue is passionate about helping businesses
the boutique design and branding company, connect, bond and build lasting relationships
Liquid Creativity. Sue works as a branding with their customers through branding.
consultant and has extensive experience Her style as a consultant is practical,
working with teams and guiding them insightful and creative. She can be contacted
through the process of building an emotive by email at sue@liquidcreativity.com.au
and engaging brand.

Realise your vision through branding
Liquid Creativity 03 9329 3888
50 Cobden Street studio@liquidcreativity.com.au
North Melbourne www.liquidcreativity.com.au