So I have something to admit… I’m a huge fan of The Big Bang TV series and this article was inspired by one of their episodes and a conversation I had with a local entrepreneur this month at Charles Burrell Centre.

Now I’m not going to talk to you about partial physics I’ll be talking about branding but it’s strange how The Grand Unified Theory has so much in common building a company’s identity just check out this quote.

“Smaller singular forces, are merged into one larger single force. This unified interaction is characterized by one larger gauge symmetry and thus several force carriers, but one unified coupling constant.”

I’m defiantly not trying to say that I understand the science behind it but what I get from that quote and from The Big Bang series episode is that smaller parts often become the whole.

Let’s take Branding as the example. In a traditional company there are many products, people, and places these aspect of the company may all be slightly different but ultimately come from one company. The company wanting to build and grow needs to let people know who they are and what they do so they brand their goods and services in a traditional company this takes the form of a logo. This first step give the company an identity and helps set the tone of the business which is communicated to its customers.

Today things are a little more complicated but don’t worry I’m here to help, now we don’t just have to worry about brand design and logos but also social media, websites, blogs for content creation and if you’re really brave YouTube. Brands are becoming a visual voice in this digital age and having a brand that customers can trust is priceless.

“A strong brand promise is one that knows who the audience is, what the audience needs, and how the brand can meet that need in a new, unique, and better way than its competitors.” – Russell Shaw

So to help you unify your companies brand I’ve come up with 5 tips:

  1. Be consistent – Make sure your logo, type and company colours is consistent across all platforms both print and digital
  2. Know you’re customers’ needs and wants – Modern customers are extremely brand loyal knowing what your customers like will have them coming back time and time again. Not knowing might see them leave to a competitor.
  3. Brands are a perception – Not yours but your customers listen to them and change with the times.
  4. Focus – Any successful company and brand knows they can’t be everything to everyone, focus on one customer segment.
  5. Be real – We live in a digital age and anything less than authentic might lose you customers.