If you were to ask a business owner “What is the one thing you want to invest in the most?” most likely they will tell you “Branding.”
Branding is one of the key components to being successful. A brand lets your customers know what kind of company you are. A brand can create a loyal fan base, just look at all the fans that Apple has and you will know what I mean.
Step 1: Know the reason behind your brand.
Your brand must be something that has a meaning, a visual representation of your company. You must first know who you are catering too. Know what is your ideal audience for the type of product you are promoting. Ask yourself these questions:
- What kind of service are you providing?
- Who is your target audience?
- What are your goals for this business?
- What value does your brand offer?
These questions will help you narrow down your brand to the most essential and keep you focus on what is important.
Step 2: Finding the voice of your brand.
There are so many companies out there and no matter what your company is about, you will always have competition. Your company will need to stand out in order to get people’s attention. Finding out the voice of your company takes a lot of time and effort but once you truly know what makes you stand out from the rest, everything will start to fall into place. First thing is thinking about your company’s core values. What do you represent and stand for as a company. By having core values that resonates with your customer, you will make them more likely to buy or support your product or service. Ask yourself, if your company was a person what kind of person would it be?
By having a clear picture in mind, you can focus your efforts of promoting your brand to the right audience to maximize your ad potential.
Step 3: Building the right logo.
Logos are so important to a company. It is usually the first thing your customer sees and is a great way to make a first impression. If a logo is designed well, it can generate interest with the consumers especially when use in social media. People will be intrigued and will try to find out more about your company and hopefully become a loyal customer. Successfully creating a logo does numerous things, it becomes a badge of quality when your products or service is exceptional. People will start to compare your company as a standard to other companies, for example, when you see the Apple logo. You know that it will have a great built quality and amazing service behind it. Your logo separates you from your competition. If you were to take a laptop that has the same components and look except one has the Apple logo and the other is just a generic PC logo, I can guarantee that people will gravitate more on the Apple computer because of what that logo stands for.
Step 4: Fonts and Typography.
Fonts and typography are just as important as a logo, they are the other half of your brand. Every company has a font that they gravitate to. Helvetica is probably the most used font in business because it is clean and simple. Your font should be easy to read in an instant and should be consistent with your brand and your core values. What I mean by that is if you are a plumbing company and you are catering for upper-middle class clientele, having a font that looks like you are a toy company might not be the best choice. Keep in mind that there are many fonts to choose from, once you find the right one for your company it becomes part of your identity.
Step 5: Be specific and consistent.
From the colors of your logo and the font that you use, all of these must be consistent throughout your company. You have to use the same color scheme and fonts if you are planning on making a website. Customers like to see consistency when dealing with a company, you do not want to give mixed messages when trying to establish your brand. Keep in mind that you will eventually change as time progresses, just see how many times Apple has changed their logo. This will ensure that you take continual effort to not fall behind other companies. You will need to implement high-quality printed materials, whether that is creating a company shirt or boxes that you place your products in. Everything must stay consistent.
These are my 5 steps to creating a brand. The more time you spend creating a brand, the better it will be for you in the long run. Creating a logo is not a set-it-and-forget-it kind of thinking, it’s always advancing and your competition will also do the same. Be vigilant and keep up with the new trends and how people are consuming goods and services and I can bet that you will be successful in your journey.