Key Tips to developing a Great Brand
I’ve had the privilege and opportunity to work with a lot of wonderful brands, and some that I truly love.
One of the key things that I have noticed over time is that there is a true distinguishing factor between the brand identity and the brands success.
When a brand is properly developed, from the initial steps of the logo to external collateral pieces and brand structure, it has a complete path. Picture this, you want to get down this long narrow road to this great point up ahead and you can either get there with certain steps that are planned out, or you can hop along like a board game going two steps forward and four steps backwards.
Now, the later option would definitely add to an interesting journey that would be good for memories, but when building brands and developing something that you have BIG goals for – it helps to have a solid plan. Just like with any business, planning is essential. Your brand is the same, and carries the same weight.
When building brands and developing something that you have BIG goals for – it helps to have a solid plan.”
There are a lot of people throwing “brand” and “branding” around like its free candy, without a true understanding. So let me share a few tips that will provide guidance for creating a great brand.
- Remember your Audience
Before you begin, and as it is developing, remember who your product or service is marketed to. That way, you stay clear of personal ideas, or ideas on the whim that don’t fit your brand.
- Start with your logo
Sounds simple enough, but a lot of people forget this key element. Your logo is the face of your company, of your brand. The style, typeface choice, color, and the message it subtly conveys tells a story without having to say a word. It’s the first impression, and even though it may never be discussed, it gives your brand its first steps of direction.
- Stay on Brand
Don’t veer off the road, it usually ends in disaster. With that being said there are times when you may develop items and elements that seem to have a different look and feel or direction, but that can easily happen while staying on brand. Branding isn’t like cattle – stick the logo on everything. Its in the small details, the use of typography, in the elements of color, in the brand voice and message of how things are communicated, and photographic style. Being on brand is so essential to having a successful brand. And when you do it correctly – its end result is nothing short of amazing.
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