#branding – Whether you are creating your brand for the first time or re-branding an existing business/product it is one of the most important areas to ensure you get right. It is a way of distinguishing yourself from your competitors and confirming what it is that you offer that makes you a better choice. To take your time and consider a number of factors:
- Who is your target audience?
- What does your perfect customer look like?
- Where does your perfect customer go – are they a shop / paper or social media type customer?
- Where are they located geographically?
- What age are they?
Asking yourself lots of questions to identify your Customer Avatar will help with your branding and marketing. When you have this information – you will be able to ensure your brand will be attractive to them.
What is your business name going to be? This has to be right – you will be using it for many years to come! It is worthwhile dedicating time to this task. Test it out on friends and family. How would it sound if you answer the phone to greet a potential client. How does it look on paper.
- Is it easy to say
- Is it easy to spell
- Is it appropriate
- Easy to remember
Once you have your name – check out Companies House / Google / Facebook etc to see if the name has been taken, a competitor with a similar name that could be mixed up with yours.
A logo can be a combination of text and image. It creates a visual symbol that represents your business, your vision, your brand. A good logo should be memorable and differentiate you from everyone else. Think of those great logos that you only need to see a small part of it and it is still recognisable – aim for that brand identity.
- Think of the shape
- Will it be eye catching
- Will it be easy to remember
- Easy to brand – ie can it be used on all forms of marketing and still work / have the same impact
- Is it relevant to what you do
You know that feeling you get when you hear a song or smell a fragrant that can bring emotions rushing back – often triggering a memory – sometimes not even remember why but it brings a warm fuzzy feeling! Colour can also have a significant impact on people’s emotional state. Colour can trigger and evoke a brand association.
Colours have different means both positive and negative, whether it is red that can be seen as attention-getting, power, passion – this would not be a good colour if your brand is about promoting peace and tranquillity.
Where yellow is a joyful colour, bringing happiness and warmth – but it would not necessarily be a colour to bring a feeling of energy / drive / excitement.
Again consider what it is you are trying to allow your audience to ‘feel’ when they see your brand – do you want to portray passion, wealth, energy, nature or calm.
The font you choose for your logo and/or content etc are also a factor when consider your audience and how you want your company to be perceived in the marketing place. Are you aiming for a younger audience – consider contemporary, modern, edgy fonts. For a more mature audience consider more traditional easy to read fonts.
When looking at marketing material – the font of your logo is the main font of course, it must stand out and be recognised on all different platforms whether it is social media, boards, van signage. But you also need to consider your headings on adverts/advertorials. They should bring the attention of your audience to the section you are talking about. The content of that paragraph/sentence should be simpler, cleaner and easy to read.
Use software to help produce your branded marketing materials. Software like Canva. A tool loaded with enough easy-to-use features and functionality that anyone can create a variety of engaging content that gets shared.
Keep it consistent!
It is so vitally important that you ensure both your messaging and visual branding is clear and consistent across all communication channels. A strong brand can reinforce your identity and drive a positive sentiment and trust, which in term leads to a loyal customer.