Whether starting a new business or refreshing your current brand, there are important elements to consider to ensure your brand is remembered (for all the right reasons). Branding is about more than just visuals – it’s also about the messages you send to your customers, your brand personality, storytelling and being relatable to your audience.
In this blog post, we discuss some of the most important things you need to think about when building a brand. So if you’re ready to get started, keep reading!
Know who you’re speaking to.
Probably the most important step when building your brand is to research your target audience. By understanding who your customers are, what they want and what appeals to them, you can create a brand that speaks to them directly and resonates with them.
This doesn’t mean pandering to your customers or creating a brand that’s generic or lacks personality – it means understanding their needs and wants, and then delivering on them through relevant brand messages and appropriate designs.
Look at what your competitors are doing.
Competition is a fact of life for any business, and it’s especially important to be aware of your competitors when you’re starting or rebranding a business. By taking the time to research your competitors’ branding, you can get a good idea of what’s working (and what’s not) for them, and use that information to inform your own branding decisions.
You don’t want to copy your competitors’ branding – after all, you want your brand to stand out from the crowd! Studying their brand messages, colours and assets can give you some valuable insights into how to be different. Use these teachings to your advantage and increase your visibility instantly and so much more.
Establish your brand position.
Building a brand that stands out from the competition is important, but it’s not enough. You also need to establish a unique selling proposition (USP) and brand messages that speak to your customers and their pain points.
Your USP is what makes you different from your competitors, and it’s what customers will use to decide whether or not to do business with you. So make sure your branding and messaging reflects that difference, and communicates why they should choose you over your competitors.
In addition to your USP, it’s important to have a consistent branding and messaging strategy across all of your marketing channels. This will help ensure that your brand is recognisable and memorable for your customers. By taking the time to get your branding and messaging right, you’ll be laying the foundation for long-term success and a strong brand position in the market.
Choose the look of your brand.
There are a few things to keep in mind when designing a new logo and other brand assets. Firstly, think about what style of logo will best represent your brand and your story. If you’re a trusted professional lawyer, bright neon colours and graffiti-style fonts are probably going to look out of place. But if you’re Adelaide’s go-to marketing agency, it’s good to have some colour to make you pop and catch the eye!
Secondly, make sure the design is easy to read – this means using legible fonts and avoiding too much detail or clutter. Keep in mind also that logos need to still be easy to read when scaled down or printed in black and white.
Finally, always get feedback from others before settling on a final design – getting other people’s opinions can help you gauge how well your new logo will be received by your target audience.
If you need help refreshing or creating your brand, reach out! KOA’s team of graphic designers and brand-story experts can guide you through the process and create a brand that truly represents your business.