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    From Essence to Expression: How to Create a Brand from Nothing
    From Essence to Expression: How to Create a Brand from Nothing
    From Essence to Expression: How to Create a Brand from Nothing
    Ebook111 pages1 hour

    From Essence to Expression: How to Create a Brand from Nothing

    By Alexander Sanson

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    About this ebook

    From Essence to Expression is a concise guide for entrepreneurs creating a brand from scratch or any small to medium sized business looking to brand or rebrand.

    In this book you will find out what a brand is; why it is so important for your business and how to commission cost-effective branding that differentiates you in the market using a simple 8-step process.

    LanguageEnglish
    PublisherAuthorHouse UK
    Release dateDec 7, 2012
    ISBN9781477246849
    From Essence to Expression: How to Create a Brand from Nothing
    Author

    Alexander Sanson

    Alexander Sanson studied Graphic Design at Norwich School of Art and Design and Bath Spa University College. After his final year (2002) he headed back to London to secure freelance jobs and apprenticeships at some of the world’s most prestigious graphic design and branding agencies including Landor Associates, the Brand Union (Enterprise IG at the time) and Identica. He worked on accounts for Vodafone, Brewsters, Philips, Volvo, Seat and Russian Standard. Alexander then went on to work full-time at Williams and Phoa on accounts for Rolls-Royce, WHSmith, Allied Domecq and EADS. Two years later he moved over to the design team at global PR agency Hill & Knowlton, working on accounts for Allianz, HSBC, Carling, and adidas. In 2007 Alexander went freelance, working on-site at branding studios for clients such as Barclays, KPMG, Visa and Tesco as well as consulting independently with a number of small businesses. In 2010, he co-founded Ashford Perkins, specialising in helping small businesses address their needs

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      Book preview

      From Essence to Expression - Alexander Sanson

      © 2012 by Alexander Sanson. All rights reserved.

      No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

      Published by AuthorHouse 12/05/2012

      ISBN: 978-1-4772-4685-6 (sc)

      ISBN: 978-1-4772-4684-9 (e)

      Any people depicted in stock imagery provided by Thinkstock are models, and such images are being used for illustrative purposes only.

      Certain stock imagery © Thinkstock.

      Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

      Contents

      INTRODUCTION

      CHAPTER 1

      An overview of branding

      CHAPTER 2

      The value of branding

      CHAPTER 3

      What to brand, when to brand

      CHAPTER 4

      The all-important brand essence

      CHAPTER 5

      Eight steps to getting branded

      FINAL THOUGHTS

      HEART-FELT THANKS

      ABOUT THE AUTHOR

      Dedicated to my family

      INTRODUCTION

      I have often wondered why I love branding so much. It’s probably because I love business so much and for me, branding is synonymous with business development and growth.

      My background is in graphic design and over the past ten years I have been honoured to help contribute to some of the greatest brands in the world including Rolls-Royce, Barclays, HSBC and adidas.

      It was when I went independent and started working for smaller businesses to help them build their brands that I really started to see the value in my work.

      Business owners come to me with nothing physical to show for their business and leave a month or two later with a tangible, credible, professional looking interface that positions them as a real entity, a player in the market place.

      Before getting branded, customers, investors and partners would slip past them through the ether, but branding has given them a presence, a real-life surface for eyeballs to be drawn to.

      My job is to bring my clients’ businesses to life. It is rewarding to see them receive such tremendous energy boosts when they finally see in front of them what they have been struggling to express for so long.

      Branding, as you will see, is more than just a paint job. When done properly, it is a highly introspective process for the business owner and demands rigor, honesty and commitment from all parties.

      In social situations, I have met a lot of business people who tell me that they might need help with their logo or that they really need to do something about their website or simply can’t stand their business cards. But I can quickly tell whether they’ll be phoning the next day to ask for an exploratory meeting with regards to their branding.

      The ones who get their diaries out on the spot are those who have linked not having a brand with their business suffering.

      Those who disappear, never to be heard from again, still think that branding means changing the colours on their website.

      Branding is not rocket science. Think of it as a bit of science and a bit of art mixed together under one roof. It is perfectly possible to create strong branding whatever your background and whatever your business as long as you know what you are looking for in the first place and understand the process required. In this book I want to achieve two things: teach you about what branding really is and give you the tools to get your branding well underway.

      Let’s get started!

      CHAPTER 1

      An overview of branding

      WHAT IS A BRAND?

      A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.

      – Michael Eisner, CEO Disney

      A brand is the experience, or culmination of experiences, that you share with your customers.

      More accurately, it is the interface between your organization and your valued audience, experienced through multiple touch-points (or a thousand small gestures to quote Eisner).

      These touch-points (or gestures) include your logo, website, sales brochure and business card. But they go beyond mere branded objects. They are every single facet of your organization a person comes into contact with: a properly cleaned rest room; a smiling assistant; a well-conceived freebee at the shop counter; the smell of the office junior’s deodorant (or lack thereof!) as he passes you in the corridor. All these touch-points add up to create the overall experience and hence your brand.

      Products are made in the factory, but brands are created in the mind.

      – Walter Landor, Landor Associates

      Because a brand is an experience, by definition it takes place in our mind. It is therefore a personal experience. Different people carry around with them different brands or perceptions of your organization.

      The most powerful and influential businesses (most of the household names we see around us) are those that create a consistent experience for their customers. They have mastered the art of systematically delivering positive associations and experiences to people who then share those experiences through word of mouth with the people who trust them.

      It is this consistency that gives good brands traction in the market.

      Consistency provides people with reference points to share their personal experiences with others. This builds collective experiences which create compounding effects for the brand and is

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