Why is it important?
In a world brimming with choices creating a successful brand that stands out is important. Your brand is what gives identity and personality to your product/service(s). Like most things we tend to make first impressions whether we do so consciously or not.
Therefore, a well-designed brand goes beyond just a logo, it embodies a company’s essence, values and goals. So, whether you are starting a new venture or revamping an existing brand, we’ve put together these helpful tips to consider when creating a successful brand.
1.Research, research, research
Market research
Firstly, before you dive straight into designing, that’s right, do your research! This should includes analysing your competitors. You don’t want to design something so off-brand that your audience can’t immediately associate it with the subject area. At the same time find opportunities for differentiation. How might your brand be original making it stand out against the crowd. Are there any gaps in the market? This might sound contradictory but find the happy balance of familiarity and uniqueness.
Who is it for
It is very important to understand who you want to benefit from your brand. Establishing who your target audience is will hugely impact the direction you will take in designing. Research who they are, including their needs, and behaviors. Create an empathy map. Is it a product to solve a problem they may have? What is their income? Does the brand want to look cheap or luxurious and expensive. What is the age range you are aiming for. Most of the time you are able to figure out when a product has been designed for children in comparison to teens or a mature audience.
Asking many questions will help improve the success and quality of your brand, allowing you to make decisions based off this to ensure that it appeals to the right person . You can always create surveys to help answer these questions and better understand who they are.
2.Tone of voice
Develop consistent and clear brand messages that reflects its personality and values. Not only should your brand look great but it also it needs to express itself through the use of language. Achieve this by the words your brand uses and how you communicate to your customer. Humanising yourself will help you build trust with them.
Your tone of voice will be used online on social media platforms, advertising campaigns, slogans, websites etc. So consider how you want to come across. Will you be loud and exciting, sophisticated and confident, down to earth, formal, humorous? Writing down a few buzz words to best describe your brand can help you define your voice.
3.Choosing a name
If you find yourself stuck choosing a name for your brand start brainstorming. Write down as many words associated with your product. What adjectives can you use to describe it, what do you want your customer to feel? Can you use a play on words to help? Does your brand have a strong message or story that might have keywords related to it?
Most important it needs to be memorable! Don’t overcomplicate the name, keep it simple and easy to say, so that it can be memorable.
4.Visual identity
Ensure that the visual elements align with your brand’s personality. If you are stuck don’t be afraid to look around for inspiration to help get inspired. Your research should help you at this stage. Knowing what is suitable for your brand. Also, what is it about other brands that worked so well.
Create a cohesive colour pallet, bearing in mind you should limit how many colours you include in your colour scheme. Keep it simple. Have a look at colour theory and how different colours evokes emotion and impact the perception of your brand.
Consider how will your brand look scaled in different sizes. Will you recognise it scaled down to smaller sizes. Also, how will it look on different mediums such as print, screen, on t-shirts, ect.
When you apply your visual identity across your business, it is important to make it consistent. Your logo, typography, graphical elements and overall design style should be carried over. From business cards to banners, it should be easily recognisable that it belongs to your brand.
Overall, building your brand can be exciting, and getting it right can be crucial for its success. Aim to leave a long lasting impression in the hearts and minds of your customers. So consider your message and audience when crating yours. Remember a successful brand isn’t just about what you say but rather how you make people feel.