At DMM we strive to help our clients ensure their branding is on point.
That's why we’ve put together this comprehensive guide of top tips from our expert branding team.
When launching a business or re-branding, the logo is the first thing that probably comes to mind and when that's completed you may sit there and think “okay, where to from here”.
Having a logo design is just the first puzzle piece to your brand.
Everything after the logo design is finished, determines if your brand makes it or breaks. But how do you ensure that your logo connects and resonates with your audience and target market, taking your company to a greater level?
Let’s dive into some tips that will help make this process and final result a whole lot clearer.
- Know what you do
- Where is your business heading in the future?
- Who are your customers?
- Create a brand strategy
1. Know what you do
After years of doing business, this can sometimes be a little murky. You started in one area and the business evolved to include more services and more products. What your original direction was, can be a long way from what you do now.
Go back to square one and ask the question “what does this business do? Not what you would like to do or what you have previously, but what is your unique selling proposition (USP) and what do you provide today.
Homework: Bullet point what your business provides, or to take it further, what do you provide that differentiates you from your competitors? Why should customers choose you or your products over the competition?
2. Where is your business heading in the future?
To know where you are heading you should first have a mission statement, this is the “why” behind what your business does. If you're lost on what your mission is, fill in the blanks on this sentence.
“Our company exists to________. In five years we plan to_______. In ten years we plan to _______.
Asking these questions will be your guideline for your brand moving forward in the future.
You can link these questions back and ask “will this decision aid my brand to achieve the end goal”. This will help to create a current mission statement and see where you can stand out in your market.
Homework: Write down the mission statement of your company. A good idea will be to include decision-makers and even staff to contribute their vision and ideas at this point.
3. Who are your customers?
Get clear on your ideal customer. When you build a brand you want to make sure it attracts your target market. Think about your current customers and ask if they are the customers you want.
If they do not break down into areas who your ideal customer is; age, interests, occupation and income level. How will you appeal to them?
This can help drive your branding process.
Homework: Develop profiles of all the types of customers that you have or want to have. Who are they? How old are they? Where do they live? What are their jobs? What industry are they in? What actions do they take with your business? Need some help with buyer personas?
4. Create a brand strategy
Now you can implement what we have been talking about. This is where you bring it all together and give your business a voice. You decide what you are going to communicate to your customers and how. By creating brand awareness and recognition you will build trust and loyalty from your customer. Think of the brands you know. What do you associate with them? If I say bank and blue, what comes to mind? If I say supermarket and yellow, where does your mind go?
The best brands not only grab your attention, but they differentiate themselves from their competition by their unique selling proposition. They also make sure their branding always brings its core service or product to mind. For example, the image of an apple immediately brings certain products to mind such as an iPhone. That sets this brand apart from the competition, who might not be immediately recognizable from their logo. The Apple brand has created brand ambassadors - people who are avid fans that are advocates in their own capacity for the brand and only use Apple. They usually use their own social media to promote the brand, and are passionate about the brand. (It is also possible to have paid brand ambassadors, who could be celebrities to promote your brand.) This is ideally what every company aims for. Lastly, all of these branding factors create a platform for you to build a long-term relationship with your customers, ultimately making your business profitable.
To find out more about what your brand strategy should include, click here.
Homework: Work on the brand you want to create. Decide all of the following:
- Your brand story
- Your brand voice
- What products/services your brand will communicate
Your branding sets the tone for your company and lets the world know who you are, what you offer and what you stand for. All your branding activities; logo, packaging, clothing, web presence, communication - needs to be thought about from the start when you decide on the brand. Your brand will represent your company. It will evolve with your company. It will bring customers into your business. A clear, concise brand voice will be the launch pad that propels you into the future.