Creating a brand involves more than simply designing a logo. Instead, it is about creating an instantly recognisable image for your company that reflects who you are and what you offer to customers. A brand also makes you look more professional and helps you build a closer connection with customers.
There are three important steps you should take when creating a brand. Each applies whether you are creating a new brand or are going through a rebranding exercise in your business.
Step 1 – Define Your Business
Before you can start creating the various brand elements and implementing them in your business, you must define who you are and what you do. Here are some tips for achieving this:
- Understand your customers – start by defining your main customers including their age, gender, socio-economic group, interests, purchasing motivations, and more.
- Write or refine your mission statement – this is what your business does.
- Write or refine your vision statement – this is what you want your business to become.
- Define your unique selling points – identify what sets your products, service, or business apart from your competitors, i.e. why do customers choose you instead of your competitors.
Another helpful exercise is writing down how customers perceive your business. This part of the process requires honest assessment, but it can help shape your branding strategy as well as your overall business strategy. There are two steps:
- Define how customers actually perceive your business
- Define how you would like customers to perceive your business
Step 2 – Create the Various Brand Elements
Start this part of the process by researching other brands in your industry, including your competitors. You should also look outside your industry to identify branding styles and elements you like. Do this to get inspiration but don’t copy a brand or style that another business uses. A key part of creating an effective brand is making sure it is unique.
You can then create the various elements you need to implement the brand in your business. You may need help from a designer for this stage of the process as it is important each element looks professional.
You will need all or some of the following:
- Logo – make sure it is modern but not too cutting edge that it will become outdated.
- Tagline – one short sentence that describes the most important element of your offering.
- Brand voice – the style and tone of voice of your brand, particularly in written text. Examples include fun, reliable, innovative, irreverent, etc.
- Colour scheme – this includes the colours in your logo as well as the colours on stationery, your website, and more.
- Fonts – you will need fonts to use on stationery and your website too. The fonts you choose will also be used in letters, invoices, and other documents your business creates.
Step 3 – Integrate and Be Consistent
The final stage involves integrating your brand in your business. This includes on your business cards, business stationery, signage, email signature, website, social media accounts, promotional material, brochures, and more.
The most important part of this process is consistency – you must apply the new brand throughout your business. It is also important to maintain consistency over time. You can achieve this by ensuring everyone on your team has all the branding elements they require – for example, templates such as a blank letter template.
For more help and advice with your business, please contact a member of the Gilroy Gannon team today.