What you need to create a brand: a ‘minimum’ set
Creating and maintaining a brand costs a lot of money and it’s very difficult to predict the final result.
Every day we buy lots of certain goods and use various services. We are surrounded by numerous identical products from different manufacturers. All of them have different names, the producer’s country, but in fact, there is no significant difference between them. So which one to choose?
Basically, people buy the goods that they know of, which they have previously heard about. This is how most buyers behave. As a result, some goods are sold well, others are not. This shows that the buyer’s confidence in this product is stronger than in the other. This is the influence of the brand.
A brand is an intellectual component of a product, which is expressed in its name and individual design. It also has a strong communication with a customer. Consequently, the main task of the manufacturer is to create the conditions for the formation of this connection, with the help of a positive reaction from the buyer. This business is very serious: a good branding can cause a deafening success, and a bad one can easily destroy everything.
Many tools are used to create the brand. We will consider the necessary minimum set
- Know target audience.
- Choose the company name.
- Create a Logo.
- Style Guide.
- Produce a Site
- The target audience.
Entering the market of goods, you immediately think about the profit. It is not right. Before that, you should study the buyer, his preferences. Think how your brand looks in his eyes. The image of the company is the basis of all subsequent actions.
Ask yourself the following questions:
- What are the five main characteristics of your company?
- What market’s problem are you going to solve?
- What audience will be interested in your product?
- What is your main advantage?
If you know your customers, their needs and attitudes to your company, you are doomed to success.
- Company Name.
This is the foundation of your entire brand. Everything depends on its choice. Logo, site domain, and marketing will be created on its basis. Ideally, you need a name that is difficult to imitate. Which will be easily distinguished from other players on the market.
This is a very convenient tool. A good slogan is short, catchy, and makes a strong impression. It can be used everywhere: on business cards, in the header of the site, on the packaging and on the product itself.
It’s the face of your company and is present wherever your brand exists: advertising slogans, a Facebook page, documentation, a website and much more. The logo should reflect the general mood of the company. Be unique, easy to remember and look authentic on different products.
You can use the abstraction logo. This type does not have a clear meaning and everyone can see something for themselves. For example, this type of logo is used by Google.
Emblems are often used by companies that want to emphasize their high status. This can be used by banks and, for example, fashion houses.
Icon. While using this type of logo, you must select an image that will display some part of the philosophy of your company. It can be anything, but it should not have any ambiguity.
These are the types of logos that are often used by any business. Of course, there is a huge number of other types of design. Choose the one that suits your brand.
- Style guide.
I want to consider this point in more details. This is the second most important element after the logo. Let’s say you just started your business. You have only one designer in the state. All the work on creating a style and design is done by him. All the requirements are in his head. But, in a year, you hire another designer, or our guy decides to leave. What to do? We have to re-teach and tell the newcomer about all the requirements. This is the time when you face lots of difficulties. What is more, not every newbie can catch your style and grasp it precisely.
In this case, your company’s style guide will come in handy. Any, even the smallest company, should have it. This is necessary to ensure that each visual element is coordinated and looks authentic in its place.
What should be written in the style guide? All of them will be different. It depends on the brand itself and what it does. But there are basic elements that should be described in each style guide.
Fonts. At this point, you must specify which font set will be used in the marketing material. You can also describe the size of headings, signatures for illustrations, font height, etc. It would also be nice to specify which fonts should not be used in the design of certain marketing materials.
Colors. You should describe them in as many details as possible. Within the colors that you will use, you must write not only the hex codes for web use, but also equivalent CMYK and even Pantone color values for print.
Logo size and placement. It is advisable to have an alternative logo for small and large sizes. When you use only one logo, its effectiveness can be lost when you scale.
- Company’s site.
Successful branding, especially for a new business, is very closely connected with the presence on the Internet, because the network is an incredibly effective tool for reaching the target audience, and the site, unlike traditional media channels, can afford even the most low-income company. When you start creating a website that will link together all the key elements of the brand listed above, pay attention to the following things:
- The correct domain name. Ideally, the web address of the site must match the brand name. First, your company will be easier to find, and secondly, it looks professional and convincing.
- Mobile version. Do not think, please, that people go online only from stationary computers, and make a mobile site.
- Interesting mailing lists. Email marketing is a great way to keep in touch with the audience.
It is not easy to create a legendary brand, but if you use these basic tools, everything will turn out. Remember, the result can be different. By investing more money in branding, you don’t necessarily get the results you need. It is best to make extra efforts to make sure that your brand really reflects the core values of the company.
Mariia Hepalova is a content writer on DesignContest.com. She has written for various online publications and blogs. With an equal passion for both design and marketing, she strives to produce content that is informative yet easy to understand.