Defining your brand and product “personality” should be one of the first steps when building a business. Otherwise, you could end up with a lot of wasted time and money on marketing and advertising with little reward in return.
It’s easy to think of advertising and marketing as the same as branding, but there is a significant difference. Companies that spend too much time on the former without clearly establishing their brand and identity may be less successful than those that do put in the time.
Defining Your Brand Personality
Think about what contributes to your brand personality. From the services and products you provide and how the public perceives you to all visual aspects like your logo and your corporate image, these are all factors that make up your brand.
To build a strong brand, you first want to plan a strategy that will help you polish the company mission statement, concepts, and then focus on how to bring about that vision.
Uniformity in All Aspects
A strong brand ensures that all aspects of that brand hold the same look, feel, and voice. All elements of your brand should be as consistent as possible, including the logo, colors, brand typeface, and tone.
Think about your target audience and how these aspects will affect them. For example, does your brand’s color scheme properly create the reaction you want from them? Does your company jingle (if you have one) accurately reflect what you mean to relate? Consider each of the senses and how your company brand portrays them.
Defining Your Tagline and Logo
Also, note what is memorable and distinct about your company and product and how to reflect that in a logo. If you aren’t sure, take time to brainstorm. Start by writing out your company name and slogan, then sketch ideas for a logo that correctly reflects that vision. Work with your team to arrive at a few choices, then continue to fine-tune until deciding on the strongest one for representing your brand.
Note: You also want to make your the logo is scalable. Check that it is still readable, or at least recognizable, at 1 inches in size.
Consistency in Marketing
Once you have your strong brand built and are ready to market and advertise, make sure the brand is used consistently on all channels. Inform any designers you collaborate with of any and all brand guidelines and designs you’ve decided on, and be sure they are implemented correct. Every aspect of advertising and marketing should correctly reflect your brand and company personality.