Branding – everyone talks about how important it is to your business, but, what the heck is it AND how can you do it effectively?
In simple terms, a brand is a feeling or “vibe” you get from a business. Some ideas of how a brand can send out a vibe or a feeling about what they do are things like is the company…
- Trustworthy (JP Morgan)
- Serious, fun or both?
- Luxury or economy drive (think Mercedes vs SmartCar)
- All about entertainment
So, how do you create a brand that helps you convey what people should perceive, feel or imagine when they think about your brand?
There are 6 things that you should start with when creating your brand. They are:
Step ONE: Define who your target audience is. Get very specific and describe them in terms of:
- How old they are
- Male, female or both
- Where do they live? A specific region of the country?
- Do they own or rent?
- What is their highest level of education
- What type of job or career do they most likely have?
- What interests do they have
- What solution do you have to offer them or what is their biggest pain point or struggle
You get the idea…
Step TWO: What are the values of your brand? What does your company find important and strive to achieve each time they conduct business and when no one is watching. List 3 to 6 values you are passionate about. In my opinion, any more than 6 are too hard to remember.
Step THREE: Create a brand tag line. This is almost as important as your logo. It must be memorable and should mirror your values. Some important tips to keep in mind:
- Keep it short and simple!
- Don’t be too clever – you want people to identify with it and know they have connected with the right business
Step FOUR: Choose brand colors – at least 3. Categorize the colors you select into 3 sections:
- Main color – This is the prominent color that people identify with
- Secondary color – A complementing color to the primary color
- Tertiary color – This can be an impact color used to highlight, as borders, bullet points, something that brings the brand colors together
Step FIVE: Select two main fonts. This works the same way brand colors do. Identify both a main font and a secondary font. The main font should be your impact font, the font people tend to remember when they think of your brand. The secondary font, is the font utilized for written and printed material.
Step SIX: Design a logo. My best advice here is to consult with a professional graphic designer. Spend some time with them to describe exactly what you are looking for and what you are trying to accomplish. Share steps 1 – 5 with them so that they get a clear idea of what your brand is all about. This will help them get their creative juices flowing!