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Whether you have an established brand, want to rebrand or re-launch, or are starting from scratch, the branding process is just that—a process. Your brand is what immediately differentiates you from competitors, and as we’ve mentioned, your brand goes far beyond graphic design. When you’re making strategic brand updates, approach your project with intention. Below you’ll find suggestions and considerations as you begin your branding project.
Start with Positioning & Strategy
Before making key decisions about your brand, you’ll want to be well-informed. Do your research on competitors and what they offer. Question how your business and brand will stand out. Get specific on the market need and/or the problem you solve. Even if your brand has already launched, this is a healthy exercise for making brand changes.
Once you’ve done your research and understand the market, outline your value proposition. Why should someone pay you to solve a problem? Determine your differentiator—why would someone choose your product or service over your competitors? These foundational questions guide your brand at a high level.
Work with Professionals
The brand decisions you make now will be amplified over time, as your business and marketing initiatives grow. Internal emails, customer service representatives, and your marketing materials all reinforce your brand. Once you have outlined or revised your brand strategy (based on the above), work with professionals to solidify the brand’s look and feel. A professional graphic designer will create or refine key brand elements, such as your logo, color scheme, and font—along with a brand guide for proper and consistent use. A brand guide helps to ensure that employees, consultants and vendors (like web developers, designers, marketers, etc.) understand your brand and communicate about it in a consistent way.
In addition to visual branding, you’ll need to establish your brand messaging, tone, and voice. Brand messaging is the written core of your brand. It communicates your brand’s personality and value proposition. Well thought-out messaging ensures that the hard work you’ve put into the strategy and visuals are communicated with the words you use. Work with a brand strategist or copywriter to develop the written aspects of your brand.
Maintain Your Core Brand
After your core brand elements are established, it’s important to maintain consistency. Now that you have core visuals, a brand guide, and well thought-out messaging, ensure that those stay consistent across channels. Build an approval process for quality assurance. Seek feedback from your ideal customer and trusted contacts – what is your brand communicating at each touchpoint? You may think the messaging is clear and easy for customers, but others may have suggestions. And remember that both your brand and consumer perceptions of your brand can change over time. Regularly review your brand and marketing materials to ensure that they remain effective and relevant to consumers.
Don’t fall into the trap of believing your brand is set once your logo is designed. When considering brand changes and new brand launches, be strategic. Take time with your research and understanding your core customer, and enlist the help of professional partners. If you’d like to know more about brand development and website tips, join our email list here. We never spam, we just aim to share our learnings from years in the industry.
