Developing a brand that works for you is vital to business success, from perfecting your visuals to developing a unique tone of voice. If you’re not sure where to start, you’ve come to the right place - we’re sharing six top tips to help mould your brand, ensuring you can communicate the right message, to the right audience, in the right way.
Keep things simple
Keep your brand name and logo simple because more often than not, less is more - especially nowadays when we are continually competing to grab and retain people's short attention spans. It’s important to make sure your logo clearly communicates what your brand is about so they immediately know what to expect from you. Minimalist logo design is also beneficial as it works well across every area of marketing, from print to digital.
Choose colours wisely
Be aware of the importance of colour psychology, for example, red is frequently associated with danger, green is often associated with the environment and purple with luxury… However, there are endless possibilities when it comes to colour psychology and it’s worth doing a little research when choosing your brand colours to take into consideration how colours could influence the perception of your brand.
Get to know your audience
Get to know your target audience - who they are, what they like, what they need, where they live etc, you can use any customer data you have to help shape this. Knowing this information is key to success and will help you create your audience personas, ensuring that your products or services are able to relate to their needs - as a result, you can then create targeted marketing campaigns that address their issues and grab their attention. If you’re a start-up business, create your ideal customer until you have enough data to work with.
Don’t be afraid to really show the personality of your company. People are more likely to buy from, or use the services of, a brand whose personality and values align with their own, that’s why it’s important to really show authenticity within your branding. If you’re being authentic and have worked to establish a strong brand personality, you are much more likely to build trust with both new and existing customers.
Create a unique tone of voice
Developing a unique tone of voice is important for every brand as this will ensure that your style of communication is consistent across every piece of content you create - from your print materials to your social media posts. Your tone of voice is the character of your brand and it demonstrates your company values and personality. To put it into perspective, if your brand was a person, this is how they would engage with your perfect customer.
Work on your visual identity
Once you’ve established a unique tone of voice, it’s time to do the same with your visual identity - fonts, photography, illustrations… anything that plays a part in the ‘look’ of your brand. Consistency with visual assets will ensure that your brand is immediately recognisable and memorable and creating a memorable brand is key, as if someone doesn’t need your services or products now, we want them to bear you in mind in the future.
Consistency is key
Whatever you do, ensure that everything above is incorporated into your marketing strategy, materials and content. By consistently weaving your brand into every touchpoint with your consumers, it will help to solidify your brand, build trust and make sure you are both memorable and recognisable - which is exactly where every successful brand wants to be!
If you need a hand creating a brand that works for your business, get in touch with our experienced team. From logo design to entire rebrands, we can help ensure your brand is successful. Give us a call on 01392 911055 or email us at firstname.lastname@example.org.