How to Create a Brand That Works for Your Business
There's a lot of talk about the importance of branding in 2021, but what does it all really mean? And more importantly, why should you care? To start, your brand is the first thing people will see, and whether you like it or not, it leaves a lasting impression. This is why it's so important to take your branding strategy into careful consideration and make sure all aspects of how you're presenting your business are done with intention. It's crucial to make sure your branding accurately reflects who you are as a business, and what values you uphold. There's a lot to consider when crafting a unique brand that works for your business, and it can feel overwhelming getting started. However, when you work with a professional and take it one step at a time, developing your business' brand can actually be quite fun and well worth your while.
Here are the basics for getting started with creating a brand that works for your business, and one that will last long term.
The Branding Process
To begin, it's important to gain an understanding of the branding process and what it really means to develop a brand. The branding process begins by focusing on your goals and setting up a strategy to achieve whatever those goals may be. It can be broken down into five phases: research, strategize, create, communicate and enhance. For instance, if your overall goal is to sell your product to a specific target audience, you'll want to research what that target audience is looking for and how to best send your message to them first. From there, you can plan your strategy, create it, communicate it, and then enhance it over time. Sounds simple, but it's important to be intentional throughout the entire process in order to lay the foundation for a brand that will grow and last in the long run while remaining clear to your target audience.
Then come the details - like paying close attention to the colors, fonts, shapes, and tone- all of that will fall into place when you have a clear vision for your brand in mind, and make each step of your brand building process contribute to the success of that vision. It's absolutely crucial for all involved in your branding process to have a clear understanding of who you are and what you stand for as a business so that you're consistent and clear with what you're working towards.
After defining your branding goals, it’s time to begin your research. Research begins with defining who your target audience is, and determining the best way to get their attention. Determine their demographics, where they live, what they value and do in their free time, and their behavior as a consumer.
Once you've determined these aspects of your target audience, you can begin to develop your branding strategy in line with these values and principles. It's important to have your research in a good place prior to beginning your actual strategy and creation. Sometimes, people will create branding without initial research, and this can lead to a brand identity that is not sustainable for their business long-term.
When it comes to developing your strategy, we'd recommend working with a professional. There are a number of different factors that go into developing the right strategy to meet your business' branding goals, and when you work with experts they can advise you on the best next steps to take. They will guide you on your logo, signage, print design, and marketing strategy altogether. An experienced branding strategist will help you create a brand that is cohesive, strong, and only help your business grow over time.
From logos to signage, vehicle graphics to digital marketing - creating is the fun part. This is the part where your brand is brought to life! Unless you're an experienced artist yourself - working with a professional for the creation of your branding assets is an incredibly wise investment to make. From the quality of the materials used, to the intricate details in the fonts, colors, and designs- you can not go wrong at this phase when you work with a team of experts.
Once you've got your branding assets ready for launch- your brand is officially ready to be communicated. This means using multiple platforms that your target audience uses to get your brand awareness up and running. You can always use more platforms and ways of communication, but at the very least it's important to ensure that your primary platforms are in alignment with your brand strategy. From social media, outdoor signage, vehicle graphics, to logo prints - make sure you're using all of your branding assets to communicate with your customers and get them excited about what you have to offer. Once you get the ball rolling, your brand awareness and authority will only continue to build over time.
Last, but certainly not least, it is so important to enhance your brand over time through expanding your strategy and staying relevant. When you create a brand that works for your business and is built to last, it's no surprise that you'll have to adjust your marketing strategy slightly as trends move in and out over time. The key to success here: consistency. Staying consistent with your branding as you grow your business is what will keep you trusted, relevant, and successful. In other words, it's okay to add some new modes of marketing to your strategy, but very important to stay consistent with your brand's fonts, logo, color palette, and tone. This is the safest way to expand your reach, while simultaneously building brand awareness without confusing your target audience. Keeping your brand identity the same across all platforms is an industry standard in the world of professional branding.
Bring Your Brand to Life With A Professional
So, you've learned the basics and are feeling ready to create your brand - the right way. Now what? We've got you covered. At Great Big Graphics, we specialize in branding, design, and all business signage that provide businesses with exactly what they need to grow a successful brand. Our team of experts has helped thousands of clients throughout New England, and we have the experience necessary to take your branding from just an idea to real-world success. What are you waiting for? Get in touch today - we can't wait to work with you!