Branding Essential: Things you NEED to know!

When developing a brand what are some key points you should know? When starting up your business, you came up with the name and maybe either hired someone to quickly put together a logo or made it your self, then you started your business and before you know it you where busy working.

You may have not established much thought into the brand itself, and even maybe something you placed on the back burner, focusing on building your business and client relationship.

But what if you realized that quite frankly your brand is all over the place. Or does not gall with the direction your brand/business is going.

Don't panic.

It’s important that your business from an outwards perspective, this is because from a new clients perspective your logo, brand and social media presence are some of the first things they will see as a client touchpoint.

Logo rebrand for Jason's Building Design

It’s important that your business from an outwards perspective, this is because from a new clients perspective your logo, brand and social media presence are some of the first things they will see as a client touchpoint.

For example one of our clients, Jason’s Building Design had a brand that was quite literally stuck in the 80s... Their dated design was turning away clients due to giving off a filling since their brand looks dated and unprofessional, so would their house designs and building methods.

So we helped them re-design their whole brand and strategy to increase their revenue by 54%

Info from our case stud'y from Jasons Building Design (Info from 2019)

When developing a brand what are some key points?

1. Develop a unique proposition and USP

A brand proposition digs deep into the problems that you want to solve for your customers and reveals the features that make you the right organisation for the job.

Why should your customers choose you over company B? What is your USP (Unique selling point?)

2. Find your ideal clients

Who are your ideal client/customers? What do they do, where do they live?

Dig deep and find out what makes them tick, a way to help develop this is with a User Profile; Build a list the defines their age, gender, married, kids, occupation, education, income, location, brands they like and even give them a name to make it more personal.

You can do research, surveys, look at social media insights data, google analytics... there are lots of tools out there to help with this. Finding out what appeals to your customers will help you to target your brand to them. The aim is to figure out who your ideal client is so that all your marketing messages can talk directly to that ONE person.

3. Think about your brand personality

Are you a quirky, young startup, or a traditional company? Are you approachable, or very corporate? Maybe you want to portray a fun, warm side? Working out your brand personality is important because you will need to translate this across everything you do; not only in the look and feel of your brand but in the tone of voice that comes across in your marketing literature or social media.

4. Emotion

Emotion plays a massive part in buying behaviour and influences how we feel about certain brands. Colour psychology can influence how people feel about a certain brand or product. For example, blues will promote feelings of security and authority, while red will spur people to take action. It is associated with power and urgency. Thinking about colour in this way will help to match the brand to the personality.

5. Consistency

The key to consistency is to avoid talking about things that don’t relate to or enhance your brand. Added a new photo to your business's Facebook Page? What does it mean for your company? Does it align with your message, or was it just something funny that would, quite frankly, confuse your audience?

Changing things up can be good to help your brand fill “fresh” but keeping it consistent is key, since making it look too different could make people fill your unsure of what your brand is or make people think you're a different brand altogether.

6. High-quality assets, high-quality service.

Make sure you create or hire someone who can create high-quality files for you of your finished brand assets. There’s no point putting all this time and effort into the research side of things, only to end up with a poor quality, pixelated end product which looks cheap. It will reflect badly on your business and the service you provide. As a minimum, you need to ensure you have a high-quality vector version of your logo that can scale up to any size.

Need some help creating your brand? Drop us a message to find out how I can help.