By Alisha Smith | PEART Land.
A business’s brand identity is how they want to be perceived by customers. The components of the brand are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. The visible elements of a brand (such as name, logo, imagery, colors, design, tagline) together identify and distinguish the brand in the consumers’ mind.
With so many competitors and channels in the market it is vitally important to think outside the box and differentiate your business by unique branding. Every touch point of a brand plays a vital role in brand recall. Don`t forget to look into this website to find additional info.
- Research & Define
Researching the competition is always important. You need to know what is offered in the market and how they are reaching their target market – the more you know the better! From here, you can start to define your business. What is unique to your product? What is driving your business? How does your product or service differ from what is currently in the market? Define your ideal customer.
- Create a vision for the finished product
Using your research, create a vision board. Collate images, descriptive words, phrases and inspirations into one central location. Think about where you see your product and offerings over time. This will be something that you can always refer to when looking for inspiration.
- Create a name
Jet Ski, Band-Aid, Velcro, White-Out, Taser, Dumpster, Post-It, Styrofoam, Bubble Wrap, Onesies, Google, Frisbee and Rollerblades – All Brand names people use as everyday, generic terms. This is the ultimate dominance of an industry and the highest goal for any marketer. When thinking of name, keep in mind the following points:
- Suggestive – Presents a positive brand experience eg. Amazon
- Meaningful – Customers just “get it” and it is self explanatory eg. Pizza Hut
- Imagery – Customers can envision the product eg. Fresh Farm Organics
- Emotional – Creates an emotional connection for customers eg. Snuggly Fabric Softener
- Select branding colours
Colours have different meanings, representations and emotions linked to them. Brands and colours are intimately linked as colour offers a way to communicate meaning and message without words. Colour is the graphical element people recall the most about a brand followed closely by shapes/symbols then numbers and finally words. With 80% of corporate business’s using blue in their logo it is okay to be adventurous and step out of your comfort zone.
Photo credit: The Logo Company
- Create a logo
When creating a logo you must think visual – shapes, text and icons. This is something that will sum up your business or product visually. There are three types of logos to consider – text, illustrate and abstract.Text is simply that – cursive, block letters, the choice is broad. Illustrate includes an element that depicts the product or business. Shell Fuel and Target Stores are a great examples of this – both have elements relating to the business name. Abstract contains elements that are really left field of the business. Nike is the perfect example of this. Selling sporting goods, their logo is a simple tick and recognised worldwide. This type requires a larger budget and longer timeframe to create brand recognition.When creating your logo it is important to avoid trendy looks – this will date quickly and will require a rebrand very quickly. Ensure it is clean and functional yet has a clear focus on your message.
- Design Consistency
The ultimate goal of a business, is to achieve ‘brand recognition.’ This means your audience knows the brand well enough to identify the connection to your business/product. This is created by design consistency and representation, ultimately saving time and money.If you see a red bulls-eye you may automatically think of Target Stores. If you were a designer working for Target, you would not design a brochure using blue squares – that’s not that brand.
- Stop comparing yourself to others
There are numerous reasons why a business will copy other business’s brands: there may be one or two features of their brand that really resonates with them, or they see their success and think that by copying it they will achieve the same. To avoid falling into the comparison corner, visualize your top 3 brands and contemplate what attracts you to them. Once you have figured that out, rival the elite, but make it your own because that is what your customer will resonate with. Remember, not everyone is going to like it.
- Locate your audience and capture their attention
With so much noise in the market you have to be different and look at new marketing distribution channels. Think outside the box. The days of adding your logo to any sales materials and advertising in the local paper are gone. Technology is constantly changing and marketing channels are changing as a result.
Branding is a central part of any business. Studies show that every successful business has its foundation established on its unique brand. Brand is a major part of a business marketing plan and every touch point of a brand plays a vital role in brand recall.
The purpose is to make it easier for the customers to relate your brand to the particular product or service that you are on offer. Likewise the business name, logo and brand are the picture to come to a customers mind when they require the service or product on offer. With so many competitors and so many channels in the market it is imperative to think outside the box and differentiate your business by unique branding.