What’s The Point Of Branding?
Your brand is basically how your customers and potential customers see your company. Having a well thought-out brand in place will help people to build familiarity and trust in your company. It makes you look professional, like you mean business and like you’re here to stay. If you’re at the point where you’re wondering why you need a brand in the first place and whether it’s even relevant to your company read What is a brand and why do I need one?
Why Getting To The Core Of Your Business Is So Important.
Before you begin a new branding project, it’s important to take some time to delve into the core values and mission of your business. This will, of course, mean extra work for you, but it will also give you a great grounding on which to base your new branding project, plus a clear idea of what you’re trying to achieve and what you want to get over to your clients and target audience.
It Helps Your Designer!
To put it simply, the better your designer understands your company, the better, more effective logo and branding they will be able to create for you.
Help them to complete pre-branding research by being forthcoming with your company’s goals, mission, personality, target audience and details of your competition and they will have a far better understanding of how to place your brand in order to be the most effective that it can be.
It Helps Your Business Too!
As well as being helpful for your designer, this ground work will also benefit your company and will help you to not only define your mission and goals, but also to better understand your target audience and competition. This can help make sure your new branding is relevant and appealing to the right groups of people and will also make your marketing efforts more effective.
How To Get Started:
At Big Bear Creative, we start each new logo and branding project with a Brand Definition Questionnaire. The aim of this is to gain as much knowledge about you and your business as possible so we can create the best work. We find that projects which start with a branding questionnaire go much more smoothly than those which do not, making the process quicker, easier and generally more fun for all involved!
Here are the top 5 areas Big Bear Creative look into, to help get you started:
- What are your company values?
Writing a list of what is important to you as a company and referring back to it to keep on the right track can help you to achieve your business goals and could also help you come up with a strapline or your company voice. Examples could include customer service, creativity, character or simplicity.
- Who are your top 4/5 competitors?
Look at who they are and how their products / services / USPs differ to your own. Also look at their strengths and weaknesses.
- What are your unique selling points (USPs)?
What do you do differently to your competitors? Do you offer better customer service, lower prices or maybe you’ve won awards in your field?
- How does your service / product make your customers feel?
For example is it a fun, light-hearted product or a service that solves a serious problem for them?
- Who is your ideal customer / target audience?
It’s important to look at this in some detail. If you know who your ideal target audience is, you can make sure your branding is relevant and designed to appeal to them. It will also help you to target your marketing efforts more effectively once you have your new branding in place.
Once you’ve worked through the above questions you should have a good solid grounding on which to base your branding. It can also be a good idea to collate some sources of inspiration to help guide you and your designer as to the sort of style, colours and imagery that would suit your brand, to begin building a picture of how your brand should look.
All the best with preparing for your awesome new branding project – if you have any questions or comments around your branding, do drop me a line at [email protected]
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If you want to look into colour in branding in more detail read Why colour is so important to your branding