Branding | 7 Things You’re Forgetting

1. Define Your Brand Purpose

You must clearly describe why your company exists, what its objectives are, how large you want it to become, and what it needs to look like in order to be successful. Brands with a deeper sense of purpose have a distinct edge over those that don't: they have something to say and stand for, not merely something to sell.


2. Craft a Compelling Brand Story

We are inspired by stories. They are the emotional glue that holds businesses and their audiences together to generate meaningful interactions. Stories speak directly to our inherent emotions and instincts, as well as the human predicament. Consider the following questions: What is our narrative, and why does it matter? Is it significant? Brands are built on great tales.


3. Adopt a motto

A motto is a declaration of purpose and belief that acts as your guiding principle and the spirit of the cause you're promoting. It provides you, your company, and your consumers a motivating notion to unite around by condensing your principles into a brand slogan.


4. Design Your Visual Identity and Logo

Many businesses rush to design a logo early in the beginning phase, but we believe the most compelling visual identities emerge when the vision, positioning, and brand narrative have all been completely realized.

Great visual identities are more than just a logo; they're a whole visual system comprised of a logo and other visual brand components such as colors, fonts, icon and photographic styles, and so on.

When it comes to establishing your brand's look and feel, think of it in terms of a full visual language for your company. Consider elements like color palette, typography, textures, patterns, photography, drawings, and iconography in addition to your logo-mark to build a more complete brand asset bank and visually reinforce the brand across contact points like social media and your website.


5. Avoid Stock Photos When Possible

There's just no excuse for corny stock images of suit-clad people shaking hands and pretending to speak on the phone. We propose hiring a photographer to create your brand's images, team photos, workplace shots, and culture shots. It's here that we see customers undervalue the importance of producing compelling graphics for their businesses.


6. Develop a Powerful Brand Strategy

Everything you say and do has an impact on how others view your company. The job is to create a seamless experience that conveys the heart of your brand at every contact point when you set out to develop a new brand or move an existing brand into the future. To accomplish so, you must first develop a core brand definition and positioning plan. Where everything from the major idea to the tiniest detail comes together to provide a full image of your brand that will inspire and connect with your target market.


7. Solidify the Product or Offering

Most likely, you've spent the majority of your time to date creating or designing your product or service. So, before you get too far into developing your brand, take a step back and make sure you have clear answers to the following fundamental questions (that may be harder to answer well than you think).

  1. What is this product / service?

  2. What does it do / what do we provide?

  3. Who should care?

  4. Why should they care?

Try to respond to each question in one paragraph or less. Once you've finished that assignment, condense each response into a single phrase.

After you've streamlined your responses, utilize them to explain your firm to a few genuine individuals. Not coworkers who speak your language, but everyday individuals like your mother, grandfather, or that strange guy at the gym.


BONUS: Research the Competition

Many companies are hurt because they do not devote enough effort to analyzing the competitive situation before they debut. If you already know who your competitors are, spend some time looking at their websites, social media accounts, and overall web presence (and even visit physical stores if they have them). Take a look at the following items in particular:

  1. How do they talk about their products and offerings? Are there particular words that stand out or that several different competitors also use?

  2. How do they look? Are there any tired visual metaphors that multiple competitors are using that you should try to avoid? Any colors or visual elements that appear often? Any open visual space your brand might be able to claim?

  3. How do customers and employees talk about them? Any reviews on sites like Google, Yelp, Glassdoor or other review sites that can give you insight into how customers and employees see these competitors?

If you're unfamiliar with your industry's rivals, the simplest approach to locate them is to conduct a few Google searches for phrases you think people might use to find your firm. Visit the websites of the businesses that appear in your search results.