Your brand shapes the relationship that people have with your company. It will determine how people think about you, but it will also influence how they feel. Your branding can trigger memories, emotions and other associations that can make people want to buy your products or talk about your company. Creating a memorable, meaningful brand can be incredibly effective for your business.
What Is Your Brand?
In order to create a brand that works, it is important to spend some time thinking about what makes your company special. Your brand needs to create the right impression everywhere that it appears, but this impression needs to be tailored to your business. You should think about how people see your company now and how you would like them to perceive you in the future. It is important to preserve any memories or associations that keep your customers loyal, but it can also be helpful to refresh your brand or to change people’s perceptions for the better. It is also important to think about what other companies are doing as your brand can play a key role in positioning you in the marketplace and differentiating you from your competitors.
Your brand can reflect the history, personality and values of your brand. It should match the types of products or services you offer and the kinds of customers who buy them. People should be able to get a feel for the company from its branding and to get an idea of what sets you apart. Are you a new and innovative start-up that does things differently or an established, traditional company that has a loyal following? Are your products more affordable, luxurious, durable, high-tech or ethically produced than your competitors?
Bringing Out Your Brand
Every design choice you make should reflect the brand that you want to be. Your design choices can bring out your brand in many different ways. Everything from your logo to the colours and fonts that you use in your online and print material can shape the way that people think and feel about your company. You should consider what image each of these design choices is creating. For example, if you are building a brand based on your company‘s heritage, you might want to choose a traditional font, while for an innovative start-up, you might want to choose something more modern and unusual. If you want to emphasise your environmental credentials, you might want to use plenty of green in your designs, while to appear more fun and spontaneous, you might want to go for yellow.
You don’t have to think about every detail of your branding each time you create a new leaflet or business card. Once you have decided on what your brand should mean and chosen the design elements that are right for your company, you can use them everywhere. A good brand is a consistent and recognisable one, so you should make sure that the same logo, tagline, company colours, fonts and layouts are being used everywhere, online and in print.