Branding Basics

As with any company or organization, it is important to have a distinct look & feel that sets you a part from the competition.

A big misconception people make is assuming a nice looking logo is all it takes to improve their brand. Though it does help if it relates to your business or service, it’s much more important to have an overall vision you want to achieve with a list of components that help achieve that vision.

I won’t go over how to design an identity or set up a website, but instead provide ideas for different parts of the branding process. If you are currently starting or redefining a business, try thinking about the things I’ve listed below.

Questions to ask before starting a business or service:

What do I want to accomplish with this brand?

Who is my ideal audience?

Is this going to be something I can do myself or will I need to eventually hire a team?

Questions to ask while redesigning a business or service:

Why are we doing a redesign?

Would a new look & message better communicate our vision?

Does my current team fit with the new look?

Questions to ask after a business or service has been running for a while:

Have we noticed a change in customers?

Has there been an increase in sales?

Are we getting more brand recognition in our market?

Aspects of a brand:

Visual

logo, colors, typefaces, patterns

Voice

mission statement, service/product descriptions, audience interaction

Print Collateral

business cards, postcards, flyers, etc

Online Presence

website, blog, social media

A great deal of time is put into planning each aspect of a successful brand. Though the process is much easier with a well-balanced team, this process can still be done by a solo entrepreneur.  It may take a bit more time and negotiation with the proper people (for instance, hiring a freelance designer to do your visuals), but it can still be just as fruitful.

I hope you will take these thoughts with you to not only help grow your business, but ultimately for it to truly share your vision.

May the light be with you.

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