Creative Business Branding | Why Designers Should Give Branding Back Its Soul
Creative Business Branding | A brand is what sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy. A strong brand communicates what your company does, how it does it, and at the same time, creates trust and credibility. Your brand lives in everyday communication with your clients, the images and the messages you post on your website, the content of your marketing materials, and in your post updates on social networks.
Large corporations spend millions on creating a brand message, but the ones that stick in our minds are based on simple concepts which have a creative spark. When customers connect emotively — because they share the same values and beliefs of a brand — it obviously leads to higher sales and better brand differentiation. It also leads to loyalty, advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales.
Don’t take the Monopoly approach to branding by skipping over it in your rush to start your business. Instead, take the necessary time to develop your brand and it will reap benefits for your company in the long run. Creative business branding can be an effective way to grow your business at a lower cost than traditional marketing, like newspaper or television advertisements.
Start by defining your brand | Creative Business Branding
Review the product or service your business offers, pinpoint the space in the industry it occupies and research the emotional and rational needs of your potential clients. Your brand character should promote your business, connect with your client base and differentiate you in the market.
Just how do you craft a brand that compels your audience? The answer to that lies in discovering and articulating your brand values – that is, the passion and purpose behind your business. Your brand values should be honest and enthusiastic declarations that reflect the winning qualities of a memorable brand. Whatever business you’re in, you have something vital to offer your prospects. Think it through. If you are confused about that one thing that sets your business apart, clients probably will be, too.
Establish brand guidelines | Creative Business Branding
When creating a brand identity, you’ll want to establish defined guidelines that cover all of the aspects like logo, brand colors, fonts and typography, the “voice” used in your branded materials and imagery. Without them, your branding efforts will lack the consistency and direction needed for success.
A great logo will go a long way. Unless you are able to create one on your own, you’ll need to hire an expert. Your logo may not be your business’ be-all and end-all, but it is the face of your brand, so you might as well make one that your audience will like and never forget.
When building your brand, think of it as a person | Creative Business Branding
Even if your business is similar to the store just across the street, you need to create a character that will make you unique among your competition. What you say is important, but don’t forget how you say it. Your company’s “voice” is the language and personality you and your employees will use to convey your branding message and reach your clients. Successful brands speak with a unique voice.
So, before you get everything else started, take the time to sit down, research, and brainstorm the image you want to channel to the customers. Your brand should always speak to your clients with a consistent tone of voice. It will help reinforce the business’s character and clarify its offering so customers are aware exactly what to expect from the product or service.
Be Consistent | Creative Business Branding
One of the inherent values to a small business brand is that it’s familiar. Consistency builds trust, it breeds recognition, and in the long-term, consistency drives greater sales. Sure, the world is changing fast, especially in light of the evolution of technology. Keep in mind, however, that you should be consistent with your brand’s message without sacrificing the need to keep up with the trends.
Check your marketing materials for consistency. Are you using an outdated logo on some materials? Do you even have a logo? Are colors consistent?
Visual elements are important clues that trigger other associations and help customers remember your business.