Strong branding can help your company create and maintain a positive, memorable identity among your customers. However, building this brand can feel overwhelming if you don’t know where to begin. These six tips can kickstart your branding process and provide some helpful hints.
1. Determine your core values
When you first begin to think about your brand, it can be helpful to consider how it will tie into your company's values, ethics, and beliefs. These are things that have always been at the core of your business, but now is the time to write them down and to make sure you keep them in mind as you develop your branding. An example of this is Nike, who works to be seen as a motivating brand that inspires its clients. Their slogan, “Just do it,” and their signature swoosh logo helps to embody this idea.
2. Identify your target market
When creating your brand it is also key to remember who you are trying to reach. Keeping the demographics of your target audience in mind can help create branding that truly speaks to them. A few things to keep in mind when deciding on your target market are:
- What problems do you solve and who has those problems?
- What age groups, genders, occupations, lifestyles, and locations are you targeting?
- What makes you stand out?
3. Conduct research
After you know what message you want to send and who you want to send it to, it is time to do some research. You should look at your competitor’s branding as well as look into what branding styles might work well for your goals. By assessing your competitors, you can see what they are doing that is working and more importantly what isn’t working so that you can learn from it.
4. Develop an eye-catching logo and succinct language
A great starting place for this can be to jot down all of the ideas and words that come to mind when thinking of your brand. In the early stages, write down all of your ideas even if you think they are ridiculous. Then, begin to sort through these different fragments until a logo or slogan starts to take shape. From there, approach your ideas with an editing eye to make sure your message is memorable and also clear. If you do not think you have the skills to design your own logo, it may be helpful to also hire a designer to help you with this step.
5. Carry your brand across social media platforms
A great social media presence can really help you to expand your reach. In order to do this, identify which platforms make the most sense for your business and focus there first. For example, if you are a photographer you may want to focus more of your efforts on Instagram. Another great tip is to plan your social media content in advance. When running a business, life can get hectic and it can be easy to forget to update your social media pages. Create a calendar of posts in advance so that you can keep your audience engaged. Here at Kuvio, we use Hootsuite to schedule posts in advance in order to ensure our pages are regularly updated. Sprinkle in some organic audience engagement when you have time and you have the recipe for social media success.
6. Keep it consistent
After all of the hard work you have put in to create your brand, you want to make sure you deliver it consistently. By this point, you should have a set of colors, logos, and design elements you can integrate across company materials. In addition, you should ensure that the tone of voice across all of your communications remains the same so you send a clear message. The goal is for customers to identify you with your branding and for them to use this to remember you amongst competitors. Keeping your messaging consistent will help you achieve this.
These are tips we use when working on branding here at Kuvio Creative and we hope they can help you create a unique, consistent brand that can make your company stand out. If you think your brand’s website could use a refresh, enter our free website redesign contest here.