Brand & deliver.
Creating effective branding for Start-up businesses.
Ok, you’ve got a great idea. You’ve developed a new market defining product or service. You know your audience. So how do you reach them and encourage them to engage with you?
Creating an effective brand identity is key to building a strong, recognisable face in the market, ensuring your personality is amplified and your story is heard.
So far so good, but how do you do that?
A brand embraces a whole range of human and business characteristics. The skill is to understand which ones are important, which are true to you and how they can all manifest themselves into a tangible identity and subsequently a memorable, effective and successful brand.
Think about the brands you identify with. What sets them apart from their competitors and why are you drawn to them? How do they make you feel? Then consider your target audience. What is important to them and how will your brand fit in their world?
Detailed research will help you better understand your audience and enable you to distil a meaningful brand proposition. So, consider the following:
Answers to these questions will help inform all the creative work to come.
As the saying goes, ‘fail to plan and plan to fail’.
If you plan your brand identity based around your research findings: the ideas, thoughts and feelings of your target audience, you won’t make the mistake of building a brand that appeals to you and not to them. Be as objective as you can at this stage, subjectivity comes later.
Remember – your brand needs to appeal to both the hearts and minds of your audience and in order to do that successfully, the head should rule the heart at this stage.
Finding a unique truth around which to build your brand is the ultimate goal. If you look, sound and feel like everyone else in the market, people will treat you as such. After all, the most successful brands don’t blend in, they stand out.
And ultimately how can you distil this point of difference into a proposition that is true, credible and ambitious for your business?
A proposition on its own, is as one dimensional as a logo, a colour palette or a type style.
Used collectively and creatively, however, all the elements of your visual identity should combine to deliver a recognisable and cohesive representation of your brand values, your personality and your business.
They should help engage, inform and engrain your brand in the hearts and minds of your prospective customers and act as a clarion call for brand ambassadors internally and externally.
Brands are living entities. They evolve, they grow, they adapt.
As the world changes, so do people’s expectations. Brands must do the same to remain relevant to their audiences, whether that is through developing unique touchpoints, exploring alternative media channels or developing new products and services.
By continually re-evaluating the way you communicate, watching what your competitors are doing and staying in front of your customer’s expectations your brand will flourish.