You have an idea for a product or service that you know will take off. It’s going to transform the way we move, communicate, wear our clothes, and the like. Your idea is going to revolutionise the world, but it needs a vehicle to get there. You need a brand.
A brand is the personality associated with your idea, that interacts with the general public. It’s the messaging, the logo design, the colour scheme, the packaging, and the advertising content that is unique to your idea. It gives your big idea a voice. Depending on your brand’s tone, that voice may shout from the rooftops, or it may be a soft and gentle whisper.
How do I know if my brand yells or whispers?
What is your big idea?
Are you a non-profit organisation supporting child healthcare in underprivileged sectors? Your brand voice probably won’t be aggressive.
Do you make activewear designed to disrupt stereotypes associated with gender norms in sports? Raise your voice!
Identifying your tone of voice is the very first step in uncovering the other elements that will form your overall brand.
Once you’ve established this, your branding will have direction. It will inform how you approach your customer base, including your brand’s colour scheme, logo, design assets and your overall marketing plan. It will also direct much of your internal operations.
Get to the point (of difference)
It’s time to put your voice to work. Statements that determine your brand’s goals, as well as its path to success, form your positioning. They should be customer-centric, and they should explain your relationship to your customer, and what you offer that addresses their pain points better than anybody else.
Bolder, more direct statements that face outward to the public are your messaging. They are still statements of your goals but can be more creative – and catchier. Brands stand out when they immediately and clearly communicate their point of difference. We know very quickly that wearing Nike running shoes makes you bolder, faster, and more agile. Apple is very blatant in their marketing about their prestigious design and unmatched innovation. These are promises that brands make to their audiences that they feel others can’t. What does your brand promise its customers that others cannot? This is your point of difference.
Capture the essence of your brand in your logo and asset design
Your logo and brand assets are the style that gives your brand its character. It’s comprised of the fonts and typefaces, the images, and the design of all your outputs – your website, social media content, and product packaging.
The types of shapes and colour tones you adopt also speak to your brand’s personality – softer brands will lean towards muted tones and curved edges and shapes, while bolder brands will opt for bright colours and harsh edges. Colour theory is incredibly relevant to branding and messaging as each elicits different connotations, so it’s worth considering what subconscious message your brand will send.
A prime example is McDonald’s. Whilst it’s used time and time again, it’s for good reason. The ‘Golden Arches’ are so recognisable, that’s all the fast-food chain requires to be identified from a kilometre down the highway. The red and yellow are so synonymous with the brand that we forget these colours are proven to induce hunger and joy, and an association with speed.
Make a statement with your website design
Your website will utilise all these design elements, as it’s an effective way to communicate what your brand is all about. Your website is a home base for all the relevant information about your brand, so it should make an impact right away.
Originality and consistency in design elements set a brand apart, creating a memorable impression. By combining these aspects, a brand’s website can captivate its audience, standing out from the crowd.
Cutting through on social media
Given that the social media landscape is a highly saturated market, it’s key that your content is enticing to the viewer to garner attention, boost engagement, and increase ‘shareability’. Attractive visuals can captivate the audience, encouraging them to become more deeply involved in your message.
Your branding puzzle
It’s important to nail your brand strategy to set your brand on the right track but note, the pieces of your branding puzzle may take experienced minds to make fall into place. After all, you don’t jump into a 1000-piece jigsaw of pure blue sky straight after putting together eight pieces of Thomas the Tank Engine.
If you’re looking for experienced and creative minds to make the pieces of your branding puzzle fall into place, get in touch with SOAK Creative.
