When it comes to branding, there is tons of information out there about best practices, how to D.I.Y. it, and more. For many, the primary focus is on the visual identity and how to create a recognizable brand style that makes people remember your business.
However, that’s only part of it. Truly great brands go beyond the visuals and focus on the key elements that make up the core brand identity for a business. Here are 6 tips to help you build a better brand!
Know Your Target Audience
One of the most important aspects of branding is knowing your target audience. You need to understand what their needs and wants are, and then create a brand that resonates with them.
Your words should communicate that you know how to solve the problems your ideal client is dealing with, and your images and videos should show them that you understand who they are and what they need.
When it comes to colors, take some time to dig into color theory and select colors that align with the core values of your business and the way you want potential customers to feel when they see your brand.
Build a Brand with Purpose
Great brands stand for something. Before you start designing, take time to develop a mission statement, vision statement, values, culture, and personality for your company. Really dig into who you are and how you want to be perceived in your community, industry, and among your clients and vendors.
Know Your Competition
In order to create a great brand, you need to know your competition.
- What are they doing?
- How are they doing it?
- How are you different?
You should always be looking for ways to set yourself apart from the competition and create a unique brand identity that resonates with your target audience.
It’s also important to understand how your brand will align you with or separate you from other players in your industry.
Are you looking to fit in and present as an established brand that understands the space? Then it might be important to understand the similarities across your competitors’ brands and why they are important in your market segment.
If you’re looking to be a major disruptor in your industry, consider what that looks like and sounds like and how you can portray that through your visual identity as well as your core messaging, and beyond.
Get Clear On Your Message
Decide who your business is and what makes you different than other competitors in your industry.
Once you have this clarity, then it’s time to develop authentic core brand messages that communicate who you are and what your value is in a way that resonates with your target audience.
When it comes to messaging, It’s important that you know your audience and how they perceive your brand. Take time to develop marketing personas for your ideal clients and define who they are, what problems they are facing and some of the most important ways your business can help them resolve those problems.
This will help you create strong brand communications that resonate with them on an emotional level. You want them to feel good about buying from or working with you because they see something in it for themselves.
Make It Look Good
Look good, feel good. Feel good, do good! When it comes to successful branding, everything from your visual identity to website and marketing collateral should be cohesive and aligned with the brand strategy you’ve designed around your ideal client and your place in the market.
A great brand isn’t just the visual identity that you like, its the visual identity that aligns with everything your business represents and everything you promise your team, your clients, and your business partners.
Consistency across all platforms helps potential customers know they are in the right place as they move through the various stages of the buying journey. This is where robust brand standards and guidelines come into play. As you’re developing your brand identity, take the name to compile information on brand styling into an easy-to-use guide. Include details like
- Brand summary, mission, vision, and values
- Core messaging sound bites
- Brand voice
- Logo variations and use requirements
- Brand typography
- Brand color palette & formulas for various platforms
- Photography and videography guidelines
Comprehensive brand guidelines help to ensure that any stakeholders developing marketing, sales, and business development initiatives on behalf of your business can appropriately represent your brand.
Building a great brand doesn’t have to be hard. Just focus on these key elements and you will be well on your way!
Need Expert Branding Advice?
Moniker helps businesses make a name for themselves. When it comes to establishing and managing cohesive brand experiences, our team of creatives has experience developing brands for businesses across a variety of industries, from small, local businesses, to online retailers, regional service providers, and beyond. Get in touch with one of Moniker’s branding strategists and designers and let’s get started on building a brand identity you’re proud to put your name behind.