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branding

branding

Three Important Elements Of Branding

Three Important Elements Of Branding

Branding new businesses can be an exciting time. We get it and we were there once too!  Having said that, we also made some miss steps along the way and we’ve learned by trial and error  what really works and what doesn’t.  These three steps are critical to your startup and you don’t need to reinvent the wheel.

You simply have to understand that putting these in place when starting out will immediately assist you in developing your brand both online and off.

 

Branding New Businesses | Your Business Name and Logo – This is your companies baby – and it is the equivalent to naming your child (yes, we’re serious), getting the name and your logo correct is critical.  It sticks with you the length of your business and hopefully that means for decades to come!  Think of your market segment. Yes, if you are a bakery or a business geared to children, you can be fun and whimsical but we caution about going over the top with too many trendy colours or images (trends change, good brands do not).

Variations: A good logo will allow for variations and look just as good in black and white as it does in full colour.  This is important and often more whimsical logos don’t do as well in a stripped down version. Ensure you have several variation of your logo including positioning (ever tried to place a vertical logo in your square on Facebook? It doesn’t look great and it seldom fits).  We recommend a solid logo with a design element (or monogram) that connects to your brand.  A great example is Nike or Apple, both have formal logos and both incorporate a swish or apple as their symbol that is placed anywhere the entire logo does not fit.

 

Branding New Businesses | Colour is a great differentiation and we love using it as it can and does set the emotional tone of your brand.  Try to stay away from overly trendy colours if you’re not in the position to update your website and print material on the bi-annual basis.  Pick classic hues and you’ll find that you can still be ‘trendy’ without having the need to continuously reinvest in updating material.

Looking for inspiration, one of our absolute favorite tools is Adobe Kuler.  You can create, explore and see exactly how your colour choices come together.  We also recommend creating a pallet with 5 colours that can be intertwined for various market segments and will allow your graphic team a bit of movement and freedom in creating varying marketing material.  From the five, there are normally three chosen for primary purposes with the two remaining allowing for adjustments and variations in accent.

 

Branding New Businesses | Fonts this is often the forgotten lone wolf but it is incredibly important when building your brand.  While it may be appealing to you to have everything in a script, it is seldom easy to read and can often make people click off before they have even begun.  Serif is a great alternative and offers the curves that will appeal to a more artistic person but still allow readability online and in print.  If you do want script or more artistic fonts, make sure you use them sparingly in headers, titles and call outs.  Refrain from using them in your copy, blog posts or important information.

San Serif is modern, clean and does not carry the curves the Serif Fonts do.  We tend to use these types of fonts the most in our designs.

Whichever you choose, keep in mind your audience (i.e. corporate verse children’s books) and keep the fonts used in your online, print and any other media to a maximum of three to ensure consistency and recognition.

 

Once you have your design elements together, you can then move forward with putting those elements to work and building your vision and if you’re at a bit of a loss, find a designer or graphic company that you can work with.  A good branding company will walk you thru several questions to determine your objectives, messages and determine how to best present that to the world.

 

If you’d like to discuss your new business, or anything digital related – we’re here and talk is free! We’d love to chat with businesses and welcome your questions.

branding

HOW IMPORTANT IS BRANDING? DO I REALLY NEED IT?

We get this question a lot and I mean A LOT!  So many clients come to us and only want a ‘website’ to ‘start’ until they are making ‘money’, then they’ll invest in Branding and SEO.

Branding is your voice, it’s your presence and essence of who you are, how you want to be viewed with every connection you and your company makes.

 

IT IS SUPER, SUPER, SUPER IMPORTANT!

 

Branding has layers, it starts with the simplest things.  What do you want your business reputation to look like?  What do you want people to say and feel when they think or talk about your brand?  You should be focused on key phrases/words – don’t worry about having too many- the point is to start to determine adjectives that represent who you are.

From there, How do you rely those adjectives visually?  What colours do you use and just as important what Hue?  Colour influences us automatically, whether we realize it or not – it plays a critical role in your visual identity. Images, if using stock images – what type of images are you going to use?  Good visuals are critical – nothing says ‘unprofessional’ quicker than images and visuals that are pixilated or too small/large for the space they take up.

 

You are the PRODUCT.

 

Truer words were never spoken (or written for TV!).

Passion, excitement, commitment – we all feel it, we know it when we see it and we love how it makes us feel.  How you feel, How you relay that feeling about your business resonates with your market.  It’s critical to success.

 

We like to FEEL GOOD.

 

Branding makes you feel something. People own an Iphone, not because its the best but because it makes you feelaccomplished, accepted, cool.  People own BMW’s and Porsche because of how they feel in the car.  That pretty little blue and silver emblem means they did something ‘right’, they are ‘succeeding’.   People get behind new businesses/products because of how they feel.

Did we say this enough??  Are you getting it now?

Not every product can make a person feel good, we know that but no matter what your product/service/company is – you can make them feel safe, valued, in good hands and here’s another big one – Emotionally Understood

Good Branding + Good Story Telling = Leaving Your Client Feeling Emotionally Understood.

Not everyone can give off the feeling of a puppy dog playing in the rain feeling but market segments (Doctor’s, Lawyer’s, Accountant’s) can do far better by creating a visual emotional connection.

One of understanding, awareness of fears, apprehension and often intimidation.  Focusing on an emotional connection in terms of design/branding/delivery starts to eat away at the common folks apprehension, building a relationship, getting personal relationships and a feeling of – you guessed it, emotionally understood.

Once you have a solid Brand Strategy, it’s time to execute it.  That is were the development of your website starts to take shape (Not before).

Now you have the core pieces in place.  Colours/Font’s/Brand Message/Keywords, now a site can be developed that will last and be financially beneficial rather than having to go back and do it all again, or worse failing in your business endeavour because quiet frankly, no one knew you existed.