September 16, 2011
7 branding tips to consider when developing a brand
When you think of a brand identity what comes to mind? A logo, a business card? You’re right, but a logo and a business card is only part of a brand identity. A brand identity is the outward expression of a brand, including its name, logo, colour palette, typeface, packaging and brand communications. It can be used to differentiate ones brand from its competitors.
A brand identity reminds the buyer of the brand’s promise to deliver certain features, benefits and services, contributing in increased brand awareness and value for the brand owner.
Here are seven important branding tips to consider when developing a brand:
1. Audit your brand identity annually
Auditing your brand is equally important for established and new company’s – it’s a way of making sure your brand identity is relevant and existing marketing strategies are working. A brand audit will raise any weaknesses in your brand giving you the opportunity to review your brand strategy before losing value and customers.
2. Ensure your brand identity reflects your company values
To create a strong brand identity it must reflect your company’s personality, mission, vision and values consistently. Brand values are an important part of any brand identity – it’s your brands soul.
3. Your brand identity must be relevant
Your brand identity should reflect your company’s products and/or services. A technical-looking logo for a health retreat isn’t appropriate or relevant and can create confusion amongst your audience damaging your brand.
4. Invest in a corporate style guide
It’s like an instruction manual for your brand identity. It’s a valuable tool when dealing with third-party companies and staff to ensure your brand identity is used consistently across all brand communications
5. Consistency is king
Inconsistency will stop a brand in its tracks every time. Ensure you portray a professional image to your potential and existing customers with consistent brand communications from your corporate stationery right through to your invoices. This will convey a sense of professionalism and trust, resulting in a loyal customer-base.
6. Use a minimal colour scheme
Keep your colour scheme minimal and decide on a colour that reflects your brand values and is relevant to your audience, not because you like the colour. Ensure your colour is consistent across all your branding communications, for example if your primary colour is royal blue, use royal blue, not navy or light blue.
7. Less is more
Think Nike, Coca-Cola and Apple. These successful brands have memorable brand identities because they have kept things simple and uncomplicated. If it there’s no reason for a particular element to be there, remove it.
So you can see a company’s brand identity is the single most important element when it comes to building a successful brand, so you can’t afford to get it wrong.
We Create Design Solutions is an Adelaide-based brand design consultancy passionate about strategy – not just pretty pictures!
If you want to work with a creative team who can work one-on-one with you to deliver highly personalised, innovative and strategic brand identity design, graphic design, logo design and wine label design solutions, get in touch with us today.
Ready to take your brand further? We are.