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Dennis Thorgesen
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Building a brand; what is the branding process

Published on 4/17/2014
For additional information  Click Here

What is the branding process?

When you are building a brand, the logo is important. It is only a first step in a process. If you believe a logo is all it takes you will soon find out how mistaken you are. A brand logo identifies you to your customers and just a small part of your business.

Your logo is not about you

Although a logo is going to identify you, it is not about you. The most important factor is how it is going to make a potential client feel about you. The reality especially in the internet era is you have three seconds to make an emotional connection with your audience.

What the potential clients want to know?

What is in it for me? This means what about your logo and your brand explains to you audience they have found what they are looking for?  How are you going to use colors, fonts, and graphics to illicit the emotional response you are building to evoke?

You have this right so what is next?

With the logo, you have created an emotional connection. Now you have to maintain this connection and grow it. You want people finding you to become customers.  Now the voice and visuals of your company become important. To receive your market share you want people to know, without a doubt, they are in the right place.

How did a visitor find you?

Social media is playing a larger role in bringing people to you who will become customers. If you are not showing who you are as a brand on social media, you are sending customers to those who are. If you are watching the trends, you will see more companies are optimizing their social media. Their brand identity is a major part of this.


Companies who use their brand design constantly throughout their systems do best. This includes shipping materials, business cards, any stationary they use, and everything they do online. Companies are also finding out well placed billboards and kiosks are still working.  Most of them are using one of two types of QR codes for this medium along with their brand material.


Search engine optimization is changing. If you over optimize on page search engines just pass you by. If you under optimize your competition will out rank you providing they are optimized. Search engines are looking at social signals for your brand and giving your brand value for what they find. It is now possible to rank without a single planned backlink.


Each year more people are accessing the internet using mobile devices. This means those companies who want to remain viable have to have a mobile presence.  If you are not mobile today you are about two years behind the times.

There are two prongs to content optimization

There is what the visitor sees and how you get them to videos, pictures, or content. With the new algorithm under optimized material will be found before material that is optimized. It really is straightforward now. All you have to do is let the search engine know under what keyword you want to be found. You have to have keywords in your content and the material related to the keywords with the exception of pictures.

Video optimization

In today’s internet world, more people are searching videos than ever before. Those who use their brand design in videos are doing better than those who are not. Unless you are able to start an emotional response within 3 seconds visitors are not going to remain to watch your video. The very first frame is the most important. Your brand colors should always be part of the first thing a visitors sees.

Photo optimization

With pictures, the search engine wants to know what the photo contains. They can’t read the digital background which creates the picture so you have to spell it out. You also have to tell the search engine where you would like the picture located. This will be keywords which let the search engine know under which niche to place it. An example of this would be “horse” “horse blog” or “horse article.” It explains what the picture contains and where you want it placed.


When you are building a brand, a logo is not all it takes. You need somewhere for people to find you. Once they have found you, it is important to keep them interested for the long term. You need a consistent brand design that evokes an emotion response. This then has to be built upon until visitors become customers.  © April 17, 2014 6:40 PM CDT Dennis Thorgesen Lisech Global Ventures Inc. Lisech eMarketing and consulting services All rights reserved. 

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