Whether you’re a small business, a medium-sized company or an enterprise, one of the biggest challenges for your marketplace is not your product or service. It is how to design your brand.
There are many ways you can take when thinking about your brand. But the question is which one is the right way? Here are some tips for designing a brand from scratch that will set you on the right track.
No work can start without a strategy – at least when you’re dealing with serious projects like branding. If you care about what your customers will think or feel about your company, your service, or product, you need to spend some time thinking about the right approach.
How would you like to be remembered? What should things pop up in one’s mind with the mention of your name? What’s the right word or phrase that can describe your company? These are just a few things you should consider when thinking about the right approach to creating your brand.
Set up a milestone for a selected period. The strategy is about setting the goal and setting the possible scenarios. You should always have several scenarios on your table to be able to move from one to the other if needed.
Do your research
A critical component of every brand design is research. Now, most of the newbies are forgetting about this step which results in wrong brand strategies and performance.
It’s not enough to research the techniques, layouts, colors, and designs. You need to include research on your target audience, analyze their habits, patterns of thinking, or their language. Also, you need to devote some research time to competition to figure out what their brand strategy looks like.
Make a brief
When you gather all the info you need, it’s time to collect it and organize into a brief. A brief will help you to define a path you’ll be taking more clearly. Also, brief will keep you focused on the right parts of the branding strategy – it will keep you accountable.
You need the whole experience
One of the most important points you need to keep in mind about branding is that it’s the whole experience, not just a logo, or packaging, or sales tactics. Branding is about your story – what narrative will you use to get your customer’s attention to your product or service? What impression are you aiming to leave on the people that get in touch with your brand for the first time? More importantly, how will you continue to keep people interested and engaged in your brand over the course of time?
These are just a few tips and points addressing the branding design issue. Hope you will use them well!
The best way to distinguish a business from others on the market is finding a way to create a unique appearance. Branding is the crucial part of business strategy because it allows you to communicate with your consumers, to be intimate with them, and create loyalty among them.
However, many startups and small businesses are facing the same dilemma over and over again: what should be a number one concern in the branding process? Where’s the starting point for a good brand strategy?
In this post, we’ll try to give you the answers.
What is branding?
Let’s try to define some basic terms related to branding. The simplest way to establish a branding is that it’s a process of creating a story for your business. That includes not only creating a visual identity, but also the way you represent your company to the public, the way you communicate to your customers, and the values you stand for.
Branding is not something that you do for a day or a year. It’s a dynamic process that requires long-term thinking and planning. Every component of a brand must be analyzed and planned with care to be able to stand the test of time. Of course, flexibility is another key part to brand’s longevity. But let’s tap back into the key terms related to branding.
Brand vs. logo
For most people, a brand is a visual image of a company or a product. In that sense, it isn’t very different from a logo (a graphical manifestation of your brand/company). However, there is a huge difference between a brand and a logo. The logo is a more accurate term that refers to the graphicality of your brand only. The logo is the sign, the trademark people relate to your company’s name or your product. It’s an element you use to identify yourself in the correspondence with other businesses, too.
On the other hand, a brand is more related to the experience. Some great definitions of the name come from the distinguished marketers or our time. The core of these definitions can be read like this: “a brand is something you expect from a particular product or service or company.” Or “a brand is a set of expectations, feeling, impressions, and other intangible things related to a specific product, service or a company.” It has to do with the experience and emotions, not so much with anything particular. The brand is a whole.
Now to the point – what should be your number one concern when creating a branding strategy? Should you deal with the logo first, or should you invest the time in designing a brand?
From our point of view, you need to design a brand first. The logo would naturally fit if you defined the strategy thoroughly.