Clone of Branding

Branding is the use of a name, term, phrase, icon, symbol and/or design to give a product a unique identity that distinguishes it from similar products. Think “Ziplock” for sealable plastic bags, the Michelin Man icon for Michelin tires, and the symbol for Apple computers. 

A brand is developed to help represent yourself and distinguish you from others. It can be as simple as a company name and a logo or much more involved, but either way it helps you create a cohesive visual identity for your business. In its most basic form, a brand includes your logo, font(s), and color palette. Having a consistent way to represent yourself will help customers identify your products and keep your products and online presence visually cohesive. 

Individual and Group Branding

Branding can extend beyond individual companies and products. For example, some seafood industry, fishing, and community organizations around the country have developed branding for fishery products based on species, product type and/or region (see Resources below). Group branding has the advantage of drawing on diverse ideas, greater resources and a larger social network. However, it also requires that all those who use the brand to market their catch maintain the same standards the brand is intended to represent.

Why Go the Extra Step?

There are several benefits of branding a product and/or business:

  • Your logo and name (brand) become easily recognizable to customers.
  • A well-developed brand makes a product easy to talk about.
  • Branding can lead consumers to buy one product over another (e.g., consumers may look for products branded as “wild caught” or “local").
  • A successful brand can set you apart from your competition.

 

Things to Consider

When thinking about how to brand your product or business, consider the strategies below:

  • Identify your target audience and what they value in a product
  • Use simple, concise wording to promote instant product recognition
  • Be memorable, distinctive, and positive; differentiate yourself from competition
  • Include a logo to help customers recognize your product quickly and easily
  • Convey the attributes of the product such as:
    • safe and high quality
    • seasonal (if appropriate)
    • a truly local seafood experience
    • direct connection to the fisherman

 **** Simplicity is key to attracting attention and conveying a clear message ****

Developing a Brand

A brand creates a cohesive visual identity for your business. In its most basic form, your brand should include your logo, and font(s) and color palette that you will use throughout your digital marketing efforts. Developing these three elements can help returning customers recognize your business, as well as attract new customers. No matter what online marketing tools you choose to use, it's important to use the same branding across all platforms to maximize recognition.


Here are some definitions and tips for getting started:

Logo: A symbol or design that identifies your business. 

Your logo can be as simple as your business' name in a specific font or as complex as graphical elements accompanied by your business's name. Many businesses utilize multiple variations of their logo for different purposes.

Things to consider when developing a logo…

  • Keep your icons simple and versatile
  • Ensure your logo can be effective at both small and large sizes
    • Example: Logo as a profile photo on social media, printed on a shirt, etc. 
       

Font: Specific typeface(s) used by your business for consistency.

Your business should select 1-3 fonts to use for your online presence. There are many different types of fonts, but they can all be grouped into these 4 categories: serifs, sans serifs, scripts, and display. Fonts also have different weights, or thickness of letters. When selecting your font(s) consider the personality you want your business to have.
 
Recognize the different font types: 

Serif: A font with tails on the ends of the letters

Sans Serif: A font without tails on the ends of the letters

Script: A font inspired by handwriting

Display: A font intended for use at large type sizes, rather than a body of text


Things to consider when choosing your font(s):

  • If using multiple fonts, pick fonts that are contrasting and complementary
  • Ensure your fonts are legible at small and large sizes

 

Color Palette: Specific colors used by your business for brand recognition.Your business should select colors that help your brand stand out among competitors, and allow your customers to recognize you easily. Your color palette can have a variable number of colors, but likely should not include more than 6 colors. Start first by deciding on a primary color, then selecting up to four accent colors, and one color for written text.

Things to consider when selecting your color palette:

  • Choose colors that people with visual impairments can decipher
    • Load your colors into a color blind simulator to see how they appear
  • Keep it simple, selecting too many colors can make your brand unclear to customers
     

Additional Branding Components

While your logo, font(s), and color palette are essential to your brand, there are additional elements you may want to develop: 


Tagline: A short phrase that represents your business' background, values, or brand.Your tagline should be unique and help customers connect with your business. Your tagline can be utilized on your website, social media profiles, product packaging, and more.

Things to consider when writing your tagline:

  • Keep it short and sweet
  • Focus on what is most important to you and your business
  • Include relevant buzzwords to draw in new customers
    • Example:Local, sustainable, women-owned, family-owned, etc.


Photography Style: The types of photos your business uses for a cohesive online presence. The photos and videos you use in your online marketing will be most effective if they are cohesive. Your photography style may be posed or candid, colorful or muted, and more. Editing your photos with consistent filters will also help develop a cohesive identity.

Things to consider when choosing a photography style:

  • Highlight parts of your business that customers want to see
  • Choose a style that can be achieved with the photography equipment your business has available
Example Brand Kit 
example brand kit for coast islands harbor fishermen's market
Resources

Branding Center of Excellence

SCORE Association.

Branding Seafood: Developing a Marketing Plan to Sell Value-Added Seafood Products (PDF)

NC Sea Grant.