Your brand identity is extremely important, whether you’re a large corporation or a small startup. A successful brand invokes positive feelings. Your brand is your company’s story, its values, and its products. Without a strong brand you can easily be lost in the shuffle.
Your brand is what draws in new customers and keeps current customers loyal. You want your branding to be consistent, from your social media presence to your photography. And we’re here to help you do that.
It may sound a bit overwhelming, but we’re making this easy for you with just 5 steps.
1. Think About Your Products
Think about your products carefully. So much of your brand gets built simply because of the items you sell. There are a few questions you’ll want to ask yourself to help you define your brand:
· Why are you selling the products?
· Why not something else instead?
· How do your products help customers with their problems?
· What makes your product unique?
· What words would you use to describe your products?
By answering these questions, you’ve given yourself the framework you need to start building your brand.
2. Consider Design Aesthetics
Your design needs to be consistent across all channels. The colors and fonts you use will build associations about your brand, so think about design carefully. Consider the style of your brand – is it more formal, or more casual? These types of questions will help you determine the design pallet you use for your brand.
What colors represent your brand’s personality? Your color pallet can have a huge influence on the way your brand is viewed. When working with typography, make sure you’re choosing fonts that are easy to read, but still represent the tone of your brand. Your photography should also reflect your brand’s color pallet.
You should use all of these elements when it comes to designing your company logo. This logo should be creative but easy to understand and memorable.
3. Build A Brand Voice
Your brand voice will determine the tone of the copy you use on your website, social media accounts, and with customers.
By now you’ve already figured out the personality of your company, and that will dictate the tone of your brand. Your social media posts shouldn’t be written in a friendly, casual manner if all the content of your website is professional and technical. Once you choose a brand voice you need to stick with it across all channels.
Having a consistent brand voice is extremely important when it comes to connecting with your customers.
4. Think About Brand Channels
How do you reach your audience? The platforms and physical locations where you reach consumers makes up your brand channels. You may have a physical storefront, conduct business exclusively online, or a mix of both. Your branding needs to be visible across all of these channels to help you create a consistent message.
Your branding aesthetics should be clear across your website banners, social media banners and posts, business cards, physical promotional materials, your storefront, and anywhere else your brand is visible.
Think about how different channels can share different aspects of your brand. Feature image galleries and blog posts on your website to give your audience an in-depth look at your company. Social media allows you to interact directly with customers and present your products in a way that makes the products about your customer, and not about your business. Advertising through social media and Google is another channel that needs to adhere to your brand standards. If you have a physical storefront, train your staff to interact with customers according to brand guidelines.
5. Don’t Forget Packaging & Promotional Materials
Your branding doesn’t stop after a customer has purchased products from you. You also need to consider the packaging you choose. Do you want to promote eco-friendly values? You can do that with eco-friendly packaging. Do your customers want extra protection for products during shipping, or are they more minimalistic? These are the types of questions that should influence your package branding.
Easy ways you can personalize your packaging to reflect your brand includes:
· Fabric Labels
You may also consider creating custom packaging, but that can get very expensive very quickly. Adding little touches inside your packaging materials is just as effective and less expensive.
Building a brand can take a lot of hard work, but it’s easier to get started than you think. By starting with these 5 steps you’ll be well on your way to creating a memorable brand that your customers will love.