Building your brand from start to finish can be a demanding task, especially if you’re not sure where to start. Whether you’re creating a new brand for a new business venture, designing a new brand after a company merger, or simply rebranding, the process takes a lot of time, a lot of money and a lot of planning.
However, the task isn't always a gruelling undertaking. Creating a brand is the most practical step to cultivating the reputation and recognition you want with your audience. Don’t get us wrong, designing and building a brand is a big job, but it doesn’t have to be complicated.
Luckily, our graphic designer at Fox & Forth, Mahala, is here to help you take a few things into consideration when it comes to designing your brand. Read on to get the full scoop!
1. Who does your brand help?
In other words… Who is your audience? Before you can work out how to develop and design your brand, it’s important to think about who that brand is for. Identifying your target audience is an easy step to skip in brand design, but the reality is that different people respond to different tones, aesthetics, and brand personalities.
Mahala’s advice is that if you start by considering what that audience is looking for, you’ll have much less trouble designing a brand that engages and connects with these people you’re trying to reach. Think about who it is you’re trying to target. Is it a colourful Gen Z crowd? Or a minimalist millennial audience? Figure this out, and design accordingly!
2. What is your brand's promise?
A.K.A what’s your purpose? Where does your brand fit in your industry? Start with a single purpose that communicates what you want the brand to accomplish. This purpose will assist with the development of other branding activities, so it needs to align with your business plan as well as your core values.
Mahala says that your brand purpose begins with your mission and beliefs, and radiates out through company culture and business decisions. Ultimately it can touch every part of a business. So ensuring that your brand’s purpose is communicated effortlessly through its design is a great second step to take into consideration.
3. How does your audience see your brand?
Another great question to ask yourself when you’re designing your brand is: “What’s your positioning?” A great way to determine your brand’s positioning in the industry is to take a look at your existing customers and try and get a better understanding of who they are. How do they interact with your brand? What do they think about your brand image? Do they match your target market? The position of your brand is essentially everything that makes up how your brand is perceived. This includes how your brand is perceived by employees, customers, and non-customers.
Mahala suggests that brands address who their customers are, and stand out and break through the noise, it's important that your brand is unique and resonates with folks who are interested enough to take the next steps in getting to know your business. This could mean creating a brand that’s clean and simplistic, or loud and maximalist.
4. What is your brand's voice?
Does your brand have a great personality? Go ahead and flaunt it with your brand voice! Your voice is one of the most important aspects of your brand. It’s the easiest way to show your audience that your company is unique, and it’s what will attract the type of customers you want towards your brand.
Mahala says that the voice you choose will depend largely on your audience, mission statement, and industry. Even the font and typeface you choose in your logo and brand design can speak to your brand’s voice.
5. How would you tell the story of your brand?
Your customers may know your name, but they don’t know your story, and that can be where things get muddy. Stories often connect people on a personal level, so using stories in your branding and marketing efforts is a great way to connect your brand with new and existing people.
Mahala tells us that your brand’s story should creatively explain why it exists. Once you’ve established your story, incorporate it into your ads, social media, landing pages, and into your design.
Designing the Ideal Brand for the Ideal Audience for Businesses in Edmonton.
Building a brand doesn’t stop after you design a logo, choose your brand colours or pick your fonts. It is a continuous process of getting your brand’s identity at the top of mind for your customers. Building a successful brand involves being consistent in your messaging and deliberate with your brand marketing, and Fox & Forth can help you get there!
To learn more about how we can assist Edmonton businesses to brand, engage and connect with their target audiences, get in touch with our marketing team today! www.foxandforth.com