Branding your business is a daunting task. It’s not one to be taken lightly, especially if you want your brand to live on for years to come. Done well, this can not only establish a strong brand for generations, but also allow you to avoid the necessity of a re-brand down the road. This can (and should) take hours of research, brainstorming and evaluating in order to begin the process of developing your brand for the general public.
Know Your Target Audience
Possibly the most important aspect of business in general, knowing your audience is also key to success in your branding identity. First establish who they are, then find out what they like. Perhaps your audience is attracted to sleek, modern lines and luxurious icons. You will want to incorporate these elements into your brand in order to speak to your customers on a subconscious level.
Identify Your Unique Selling Propositions
Once you know your audience, identify what unique value your brand offers them. What is it that sets your product or service apart from the market? What do you do better than any of your competitors? This should be communicated in some way through your branding, whether obviously or subliminally. UBER is simply a taxi service, yet their unique selling proposition is that its service is luxury on-demand transportation via your mobile device. It’s branding is luxurious, refined and tech-savvy which directly aligns with its audience and product.
Establish Your Brand Attributes
Just as critical as knowing your audience is knowing yourself. Based on your unique selling propositions and audience research, what attributes define your brand? Establish a set of characteristics that would describe your brand. It’s helpful to take a step back and consider your brand’s personality as if it were a person. For example, if you are a banking institution, you may want your brand to communicate your trustworthiness, established reputation and reliability. These three characteristics can be conveyed through carefully crafted logo design, font choice and storytelling. A handcrafted leathersmith may want to portray a product which is personalized, authentic and genuine. Whatever you choose, authenticity is the cardinal rule for a brand that resonates and lasts.
Evaluate Your Competition
Ultimately, you want to stand out in the marketplace. Your top three competitors may utilize the color royal blue in their logo, but that doesn’t necessarily mean that you should. You also want to ensure you’re not infringing on any trademark or copyright materials with similar design or naming. It can be helpful to survey your desired customer about what they think of competitors’ products in order to better understand the reasons why they love or hate a brand.
Bonus! Logo-Specific Branding Considerations
Color has more of an impact on your brand than you’d think. The McDonald’s logo isn’t red and yellow for no reason! Last month, we wrote about the psychology behind color choices and what it may mean for your brand. Head over to this blog post before you make your choices!
Predict Its Usage
Make a list of each place your logo might live. Will you make custom baseball caps for your employees to wear on the job? You’ll want a logo that can be adapted to the small hat size without compromising the quality or losing any details such as text or intricate details.
Does this sound too complicated to handle on your own? That’s where we come in.
With years of experience in brand design and storytelling, Clementine Creative can help you create a successful branding package. Contact us today to get started.