Branding draws customers towards your business at an emotional level. In this episode Ira and Glynns go over the powerful impact branding has at the subconscious level and give you tips for how to build an AUTHENTIC brand that fits your business model.
For an in depth background into the development of brand psychology watch the BBC documentary below.
Defining your brand
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think by taking the time to ask recent customers or prospective customers.
Developing your brand identity: Steps towards creating your brand style guide
Below are key research steps you will need to take to develop the visual representation of your brand.
- Examples of your work
- Analysis of your primary portfolio work’s aesthetic qualities and a set of rules that will serve as your guidelines for new work
- Research of both historic and contemporary artist who have similar qualities in their work to your imagery
- An analysis of your core values and brand archetype including the results of your brand archetype quiz and a description of what your PRIMARY product and services will be and a description of your target market and ideal customer
- Brand Name and a rationale for why you have chosen this name
- Logo Research that is based upon your brand archetype. Find examples of company logos that reflect a similar brand archetype as your own and analyze the typeface and graphic mark.
- Your logo (both graphic and typeface) and your rationale for choosing it that is grounded in the logo research you have done.
- Color Palette that is based upon your logo and brand archetype research with a rational statement for why you have chosen these colors.
- A statement of intention about the kind of work you plan to develop into products and services.
Branding should relate to your portfolio rules
Your artwork should express your brand characteristics. Eliminate work that doesn’t fit your brand. If you don’t want to eliminate the work then create a second brand and a separate website for that work.
Once you’ve defined your brand, how do you get the word out?
Here are a few simple, time-tested tips:
- Get a great logo. Place it everywhere.
- Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
- Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
Be consistent. This tip involves all the above and is the most important tip on this list. If you can’t do this, your attempts at establishing a brand will fail.