“I need a logo” is a common request from entrepreneurs eager to start-up their next venture; but what they should really be saying is “I need a brand design.”
Designing a logo is just the tip of the iceberg. It serves as the first recognition point for your business and is a tool used to quickly communicate and represent your brand to your audience, however it’s always part of a bigger picture. A brand takes everything into account — it encompasses your logo, font choices, colours, packaging, website, interior design, market positioning, messaging and voice of your business… in fact it is every interaction that identifies and differentiates your business from your competitors.
Effective brand design relies on a great creative brief to keep everyone focused. A Key ingredient of any creative brief is the unique selling proposition (USP). In other words what makes your brand different? What are you promising to your customers that other brands aren’t? Then communicate it in one sentence.
Once you have your USP set a framework for your audience, competitors, price point, time frames, budgets, objectives and indicate who will be involved in the final decision process.
Before you can tell your brand’s story through design you need to know what it is. Everyone has a story behind why they start a new venture. What is the driving force for you? Do you want to help people; make a better product; or fill a gap in the market? Then ask “who is my audience”. Who are you talking to and what kind of person are they. A brand with personality can communicate their message in a way that resonates with the customers they’re wanting to target. Brand personality can be expressed through the language you use in your advertising and products, but it can also be demonstrated through subtle design choices.
Colour can be one of the most powerful tools in branding when used in the right way. For example: what colour is Cadbury, Facebook, or Coke? These brands use color so effectively that you just have to catch a glimpse and you immediately recognise them. Choosing the right colours can have dramatic results on the success or failure of your brand.
Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. (Source: CCICOLOR – Institute for Color Research.)
When choosing the right colour for your brand think about the emotions you want your brand to represent, cultural factors, current trends and the market you’re in.
When it comes to brand design, consistency is key! Make sure that each of the brand components (typography, colour, tone of voice, photography, layout) are unified under a consistent concept and visual style. Carefully consider how the brand is presented beyond the logo.
Why is developing a brand important?
It is often said you will be judged in the first ten seconds of meeting someone. For a product or a brand that time can be reduced to just 3 seconds. Making a good first impression is crucial.
Even low-budget branding can be achieved to a high level if you communicate your needs to your designer. As your business grows you can build on this to continue your brand’s story.
Brand identity is an investment. It’s a cohesive design strategy that when combined with a great product or service will make you stand out from the crowd, and pay off year after year.
If you’re wanting to create a professional & cohesive brand identity for your business we can help.