Brand Design Tips | Building Your Brand Identity: From Logo Design To Brand Messaging
Brand Design Tips | Branding is just as vital for small business owners as it is for the big names. A powerful brand strategy gives you a major edge in increasingly crowded markets. But what exactly does branding mean? How does it affect a company like yours? It’s one thing to have your logo designed and to print your first set of business cards, but consistently building your brand is something entirely different. Your brand is the entire sum of what you do, what you are great at and the experience your clients have with you. It determines whether clients join your loyalty club and refer you to their friends — or don’t bother with you again.
Your brand is not just a logo and a name, it’s more about perception; the brand is an intangible asset that exists in the minds of your target audience. But what can you do to improve this perception and boost the appeal of your brand – without breaking the bank? In this article, we offer tips for building a strong brand that positions your small business clearly and effectively in your industry, and helps attract repeat business and referrals.
Start By Defining Your Brand | Brand Design Tips
Review the product or service your business offers, determine the place in the industry it occupies and research the emotive and rational needs and concerns of your target audience. Your brand character should promote your business, connect with your client base and help you stand out in the market. What makes your business unique? What’s your story? What do you do that others in your industry do not do? Be clear and realistic about the market you’re getting into, who your competitors are and how you can differentiate to stand out from the crowd.
Keep It Simple | Brand Design Tips
In the modern world branding is essential to success. Building an effective brand strategy should be part of your business plan. Over-complicating your design and the messages you’re trying to communicate is a sure way to lose sight of what your business is about, and you’ll also risk alienating potential clients. So stick to the basics.
Don’t Be Afraid To Be Creative | Brand Design Tips
However, it’s worth noting that ‘simple’ and ‘well researched’ don’t have to mean boring. Be creative, try out different designs and have fun with the process. Evaluate the competitive landscape, but don’t try to become the next somebody else. Your clients will value individuality and authenticity. Think about how you can differentiate yourself to build something distinctive, unique and relevant.
Get Your Name And Logo Right | Brand Design Tips
A strong brand is easily recognizable. Recognition starts with the name of your business. The name will appear on your business cards, letterhead, website, social networks, promotional materials, products, and pretty much everywhere in print and online to identify your business or your company’s products and services. Your name and your logo are crucial to brand recognition and it’s vital to get them right the first time, because changing your name and logo can be costly down the road. Your logo and name should be easily recognizable and convey the nature and tone of your business as well as appeal to your target market.
Be Consistent | Brand Design Tips
Many small businesses mistakenly change their messaging depending on their audience. For example, a company might take a more serious tone on their website but a very lighthearted tone on their Facebook fan page. From business cards and logo to email newsletters and brick-and-mortar signage, all of your marketing messages and sales materials should look, feel and sound like they come from the same source. If you aren’t focused about how you appear, then your potential clients will be distracted by your inconsistency rather than your message.
Keep Your Promises | Brand Design Tips
Although this is common sense, you’d be surprised how many small businesses tarnish relationships with their clients by failing to keep their promises. Happy clients who feel good about your business are your best source of referrals. Get personal, put your clients first and keep in touch with incentive schemes or social platforms. It’s easier than ever for people to voice their experiences online, and there are many high-profile instances where big brands have slipped up.
Deliver Value | Brand Design Tips
Value doesn’t always mean lowest price. You can focus on product leadership (having the best products in the marketplace, like Apple), operational excellence (having the lower prices in the marketplace, like Ikea), or great customer service (Virgin, Zappos). You can also focus on a combination of those things.