It is not easy to create a brand that stands out. How should it look? What should it feel like? Do you think the audience will connect with it?
Whenever you think about how to connect what you're selling with who you're trying to reach, these questions will inevitably arise.
An organization's brand plays a significant role in influencing audience perception, attracting advocates, and distinguishing it from its competitors. A lot of eCommerce entrepreneurs don't know how to build a brand that gets people's attention.
Creating a brand is not just about choosing a logo or choosing the perfect name. Different factors work together to create a brand that will change how people perceive your business.
Associating your brand with your product or service requires research, development, and application of original elements. Your brand identity is what sets you apart from your competitors, makes you memorable, and encourages consumers to buy from you.
Branding plays a significant role in the purchasing decision of consumers as they tend to buy products from companies they know or like.
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Branding is important and valuable to companies. Understanding the terms related to your brand is also crucial to your success. Brand awareness is the level of public familiarity with your brand. Brands that have high brand awareness are often referred to as "trendy" or "popular".
Branding allows you to stand out among the millions of companies who are trying to find their way in the nebulous world of business. In the absence of a good product, you won't be able to make your business stand out.
Additionally, good branding allows you to differentiate your products and services from competitors and becomes the go-to business in the niche you occupy by creating a powerful impact on your audience.
Users and clients expect a certain level of humanity when interacting with brands. Whatever the brand says about social issues or how they treat their customers, everything matters.
There should be a balance between selling your brand and its products/services and being available to your customers when they need you.
When you break down the creative elements into simple steps, creating a brand can be an easy process. If you find yourself returning to steps, don't worry. This is a natural part of creating a brand identity. It is possible to make a decision only to discover later that it is incompatible with the rest of your business' design.
You can revisit elements of your brand whenever it seems necessary once you have laid the groundwork. Let's get started building your brand.
1. Research and Analyze the Target Market & Competitors
Creating a brand is no different than any other part of planning your business. It's imperative to answer questions such as; who are you trying to reach? How are you better than your competitors? Why are you unique?
By answering these questions, you can get a sense of what your potential customers want and how competitors in the market present themselves. Your branding efforts can be immediately improved by answering these questions. In this way, either already taken options or those that don't connect with customers can be eliminated.
In other words, it will highlight the imagery, tone, copy, and graphics that resonate best with your ideal customers. Either way, it simply helps you develop critical thinking abilities about your brand's visual and communication components.
2. Explain What Your Brand Can Offer
For a brand to be successful, it must be able to stand out from its competitors. Your consumers will choose you over your competitors if you give them reasons to do so, assuming you know who they are.
Since there will be bigger brands with greater market penetration, you must offer something no one else does. That's what sets you apart!
The following are things to keep in mind as you outline your brand's benefits:
- What problem are you trying to solve?
- What makes your service unique?
- How does your product differ from others?
3. Pick a Name
The name of your company may be one of the first big commitments you have to make as a small business owner. Your logo, your domain, your marketing, and your trademark registration will be negatively affected if you choose that route.
Ideally, your store name should be hard to imitate and even harder to confuse with existing competitors in the market. You may want to consider keeping your business name broad if you plan to expand your product lines down the road, rather than choosing a brand name based solely on your product category.
4. Decide on the Brand's Look
Choosing the right look for your brand means figuring out how customers can recognize your company at a glance. How will your products be packaged, for example? When a customer orders items from your eCommerce store, how will they be able to identify your package? And when they browse your website, what will they see?
Your brand look should include the following elements:
You can convey your brand's message in a subtle and highly effective way. With sans-serif type, you show the world that you're innovative. A serif font tells the world you are trustworthy and reliable.
Creating a unique brand expression can even be achieved by combining serif and sans-serif typestyles.
· Brand colors:
In addition to your website, email messages, and product packaging, your brand colors will appear in all of your branded assets. Colors may influence a customer's behavior. As an example, red is passionate and bold, whereas blue can be relaxing and reliable.
Fonts can have an important impact on how customers perceive your brand, just as your brand colors do. Serif fonts are traditional and authoritative, while sans-serif fonts are modern and friendly.
5. Come up with a Slogan
Taglines and slogans are very similar to value propositions. A tagline is a short, descriptive statement that appears alongside your logo, in ads, and anywhere else it makes sense. Slogans should be short (maximum of one sentence) and memorable. A call to action should also be included, if possible.
As your business grows, your slogan can change. You may discover that your value proposition simply changes or matures, or that it no longer reflects your brand. Feel free to iterate and test slogan copy as much as you like.
6. Gather Brand Images
Potential customers' imaginations and wallets can be captured by photography. A consistent theme and well-chosen photographs make a big difference in how people perceive your brand. Nike is one example of a brand whose visual communication conveys its message powerfully.
Start building a collection of pictures that represent your brand by browsing some photography sites like Getty and iStock. Enter the words that you identified in your word association exercise and see what comes up. This imagery can be used in promotional materials, on your website, and it can give you ideas for design when it comes to branding materials.
Make sure to use consistent photos that reflect your brand's messaging. At some point, it may be a good idea to hire a photographer or take your photos to create unique images that are exclusive to your business.
7. Design Your Logo
Brand identity is based on your logo, which acts as the spokesperson for your brand. Your brand's mission and values should be at the forefront of your mind before you create a logo.
Designing your logo can take many forms, but it boils down to three categories: font, color, and symbol.
Design can incorporate any combination of these elements, as long as it matches the goals of your brand and business.
8. Determine Which Branding Assets You Require
During the branding process, you have probably considered this, but now it's time to identify what brand assets your business will need.
Taking things a step further, this helps you define specific visuals that you will have to adapt your brand to. Examples include:
- Social media publications
- Ads on digital platforms
- Ads in print
- Email headers
These are just some of the general categories. As a starter, you don't need an exhaustive list, but writing them down as individual projects will allow you to prioritize them based on your business needs. It is more likely than not that you will need to adapt your branding to your website before moving forward.
9. The Brand Guidelines
The final step is to create brand guidelines that tie it all together. These guidelines are simply a set of rules that explain how your brand operates.
You may want to consider developing a brand style guide. As a result, you'll be able to consolidate all the specifics of your brand and refer to it regularly.
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As well as stating the acceptable uses for your logo, the written traits that describe your brand voice, the types of imagery your brand can utilize, and your overall mission, your brand identity statement includes all of the above.
A brand is more than your organization's name, logo, colors, voice, and imagery. A brand is a satisfaction your customers feel when interacting with your company. A successful brand focuses on the big picture. You must find your target audience, and then put your brand out there, and a successful brand will follow.
When customers get frustrated with the same ads over and over again, they eventually stop paying attention to them. Their interest vanishes. Engaging with your customers consistently will keep your brand appealing.
Place yourself in the shoes of a customer and imagine what they would like to see. Ask for tips from professionals whenever possible. Consistency and creativity are essential for brand-building strategies.