When most people think of the concept of “branding,” they have a tendency to write it off as little more than a buzzword.
“Branding” can be a bit difficult to define, but the reality is that it’s the difference between success and failure for many companies across a variety of industries. Branding isn’t just about choosing company colors or dreaming up a logo design.
Instead, think of it as the entirety of your company’s image.
It helps to think of brand design as a person. People don’t show their identities solely by the clothes they choose to wear, right? They also show people who they are by the way they talk, the hobbies they’re interested in, how they respond to stress, where they work…this list could go on forever.
Your brand is like the personality of your company — and you need to take corporate identity design seriously to stand out.
So, how do you create winning brand designs?
Keep on reading to find out.
Start With Questions
Before you do anything else, you need to ask yourself and the other founders of your company a few questions.
If you didn’t know anything about your brand, what kinds of questions might you ask? These are the things you need to consider when developing your brand design.
For example, why did you start your company? Why does what your brand does matter to you on a personal level? How will it make peoples’ lives better? What’s your experience within this industry? Who do you primarily sell to? How are you different from your competitors?
These questions will help you reintroduce yourself to your brand, and allow you to build a foundation for your overall brand design.
You can also send brand surveys like this one to your employees and existing customers to learn about what other people associate with your brand. This way, you’ll learn about what other people actually think of your brand — not just what you want them to think of it.
Make a Customer Prototype
In the introduction to this guide, we talked about the advantages of seeing your brand as a person.
Next, you should take things a step further and create a customer prototype personality to assist with your brand identification plan. Essentially, you’ll need to create a character of your ideal customer — and tell the story of how your brand can help them.
Decide how old this customer is, what they struggle with the most, their income level, their priorities, their location, and their hobbies/interests. Then, tell the story of how your product or services will help to improve their quality of life.
You can even use this mock customer in your marketing materials. People will certainly see themselves in your creation. This means that it will be even easier for your market to identify themselves and choose to follow your company because it’s relevant to their interests.
Create a Mood Board
Next, you should create a mood board for your brand — the first step towards truly visualizing what your brand design will look like.
If you’re a tour guide company, put up pictures of popular destinations. Write down a list of adjectives that people associate with your brand. Figure out the different phases a customer goes through before they decide to buy your product/services, and put those phases up on the board.
Even put up a few images you’re considering using in your logo, and pin a few potential color palettes to your board.
Once you see everything laid out, it’ll be much easier for you to create a brand story and make the right choices when it comes to typography, social media presence, your logo, and your company colors.
Make Brand Design Choices
Perhaps the most well-known aspect of brand identity development is the design element.
Look back at the way customers and employees have responded to surveys and questionnaires. Notice words that keep coming up over and over again, like “outdoors,” “dependable,” or “time-saving.”
These words will inform your brand design elements, like your company colors, your logo, and your business’s slogan.
For example, let’s say you’re a wedding flower shop, and “creative” is a word you see over and over again in your results. You want to pick a logo symbol that makes it clear what you do, but also differentiates you from your competitors.
We love the logo design idea of having a bride walking down the aisle carrying an oversized, over-the-top bouquet.
First of all, the design is active. Secondly, it’s obvious you’re a wedding florist. Finally, it says that you’re for offbeat brides that want something different than what everyone else has.
You’re Ready to Get Started with Brand Design
We hope this post has helped you to understand just how important brand design is to every business.
A solid branding strategy is what helps you to connect to your target market, allows you to evoke emotion in your customers, and separates you from your similar competitors.
Once you’ve developed your brand design, you need to start thinking about how you’re going to share it with the world.
Search engine optimization — SEO for short — is the most effective way to get your message out there in today’s climate.
We can help you to master it with the fine art of backlinking.
When you’re ready to take your digital marketing level to the same high level as your branding strategy, rely on us to help make it happen.