Great branding doesn’t happen by accident. Making sure that your logos are memorable, and that people associate your logo with your ethos and your products. It used to be big billboards on highways to catch attention, and there is a part of that that’s still true. But, there are more ways to reach your people now and great ways to do it. Let’s talk about a couple of essentials.
Photo by Alexander Rotker on Unsplash
Put your audience first, tailor everything you say and do to them. Those are your people, everything you do and have done until this point is for them. Your success is a combination of hard work and their support. If you know that your audience isn’t big on social media, but they tend to shop/eat/relax in a specific place then get some pens, lanyards, online labels and place them in the eye line of your intended customers. Dot your logo around. You’ll be surprised how effective that is.
Stop overcomplicating things. Look at who you are, what you do and why you do it. Keep your name, and your strapline memorable and straightforward. A good example is a globally recognised brand, that only needs a tick and a ‘swoosh’, and everyone will know who you’re talking about. Strong and simple.
Be consistent. It is no good to have a different tagline on each social media platform, something else on your website and something else again on your printed materials. You need to have everything the same, and that might sound boring. However, the more people see the same few words strung together, the more they will associate it with you. Just think of it as a television show jingle – when you hear it, you know what the show is.
Get professionals involved. Your ideas and designs are a starting point. But, if you make the time to speak to a branding professional and get some feedback, you will know if any changes would speak to your target market more. And, although you don’t have to use the information and advice given, getting alternative opinions on your work is always a good thing. People who aren’t as invested in your idea as you will have more objective opinions.
Write a brand plan. Even though you might feel it is a little OTT, having a plan that runs for a number of years will give you a solid direction to aim for. Look at how you will maintain the authenticity, personality and USP that makes you unique. Keeping true to your brand values is going to be the primary objective, look to have a five-year plan written and at the core of all the decisions you make in the future. In your brand plan, make sure you also add in some guidelines for everyone that happens to work with you or that you choose as ambassadors. It helps with keeping you consistent and gives your staff or freelancers the color codes and sizes to make their work meet your branding guidelines.
“Build a lifestyle around your brand, and the audience will follow” – Eva Chen.