"Welcome to Canada, passport please? I see you are arriving from Australia... Sorry about our weather, have a nice day. Next please!"

That was my experience about six weeks ago when I arrived to Canada.  Previously, I had travelled to sunny Australia for a short (two year) work sabbatical from the UK. I’m in the business of branding and graphic design, so what are some of my first impressions of Canadian brands? In short, if the Canadian brands are doing their job, they should be telling me what they want me to know.

Any typical day, I wake up and open the front door and what do I see? A three inch stack of what used to be a perfectly good tree, transformed into flyers, coupons and promotional materials. All have logos and company images, pushing brand recognition. Sure, who can say they couldn't do with ten bucks off of a Margarita maker from Costco... in these times of economical downturn, its statistically proven that alcohol sales are shown to rise.

As I drive on the wrong side of the road through the streets of KW (in a very environmentally friendly and economical Smart Car), I see all the signs of a flourishing community with thriving shopping areas, roadworks on almost every corner, new apartments popping up on any available space and a huge University market.

What is my initial take on the local KW business community?

Through a strong personal background in business networking and Chambers of Commerce internationally, I've had a great deal of exposure when it comes to the small and medium sized business.

KW strikes me as being one of (if not the) most interesting business communities I have ever been lucky enough to immerse myself in.  London, New York, and Sydney lack the feeling of 'community and businesses working together to succeed'. Alternatively, Kitchener-Waterloo could be mistaken for a small town because of the great amount of referral and advice that people are willing to give.

That being said, I have also found that having so many small and medium sized businesses makes it difficult for each to stand out from the crowd. In some cases, I am surprised by the lack of development of branding, graphics, logo, and more importantly consistency.

So, What is Branding?

Brands can be defined in two ways. Firstly, a brand is the identification that differentiates one business from another (generally through a name or a logo). Secondly, it symbolizes how people think about your business. Building a brand helps customers make decisions, creating a perceived knowledge of their purchase.

As consumers, we generally don’t think about the importance of branding. We tend to use brands that have become unnoticed within our daily life (which is exactly the aim of the business). However, branding can drive each business significantly.

The Benefits of Creating a Brand

Many potential clients prefer buying products or services that they are be familiar with. Since branding helps create perceptions and recognition among your target audience, it can be said that it goes a long way in determining customer buying behavior. Brand name recognition and loyalty can increase your profits by ten to twenty percent. Also, loyal customers are less sensitive to price changes of their favorite brands.

Size matters...well... not really...

Your business may be small, but your brand doesn't have to be. Branding ensures that no matter what size your operation, your audience will remember you, talk about you and recommend you. More valuable than the hardest-working team of sales representatives, your brand gives your company instant validity and can even strike an emotional chord in your target market. A powerful brand doesn't just say you're the best choice - it says you're the only choice.

Creating a Brand Name

If you’re looking to start a business, or even if you are an established company, a solid corporate identity is a very strong asset. An unmistakable logo and consistent branding speaks volumes about your professional business approach.  Successful branding is also about promoting your strengths. Start by thinking about what you're good at and what you believe in as a business.

What can you Brand?

In short - EVERYTHING! Whatever your company touches is a reflection of your brand, and everything that leaves your office has the potential to be seen.  This is all advertising, and should be respected as such.

As a company there are literally hundreds of opportunities to reinforce your identity.

• Name badges for networking events
• Business cards
• Website & email signatures
• Catalogues, Flyers, Brochures and Envelopes, just to name the basic few.

Managing the Brand

Your brand is an employee and ambassador of your company, and therefore it needs to be managed as one! Appointing someone in charge of the brand (an employee or design agency) assures for the continuity and and reinforcement of your brand values. This is a very important step in the ongoing development of your brand.

Golden Rules To Remember:

• Find a great designer and define your company's wants/needs.

• Allow that designer to create a logo that suits you.

• Keep your staff educated. They are an important part in the brand’s delivery.

• From company letterhead to the way the phone is answered, your customers should always feel that you are providing them with exactly what your brand promises.

• Get your logo everywhere & stick to it.  The best way to confuse your audience and brand is to change colour/font, etc. So STAY Consistent!

• Integrate your brand into your current or upcoming product.  Get rid of any old branding as that will continue to confuse your audience.

• Ensure brand standardization and adhere to guidelines. Make every piece of work (print or digital) consistent.

• Be Consistent!!!  Wait, did I say that already??

Your brand’s development is never finished, so remember to approach each and every project, product launch and advertisement with the same care as you did in the initial stages.  If you’re unsure of the next step to take with your brand, call a respected graphic designer or agency who can guide you in the right direction.

ABOUT THE AUTHORS

Karl Allen-Muncey and Amy Vandenberg

Partners in life and business, Amy Vandenberg and Karl Allen-Muncey have built an enviable reputation for their company CuteGecko, which was originally founded by Karl in the UK and formally found its wings in Sydney, Australia last year.

Quickly growing its customer base and then finding its way onto the board of Bondi's Chamber of Commerce, CuteGecko set up a small Australian office before heading to Amy's home country of Canada to establish CuteGecko's head office. www.cutegecko.ca