Your brand is the face you put forward without ever having to show face. It’s pretty powerful when you think about it and it would only be right to invest the time and energy to making it a good one. It includes all of the tangible stuff like your logo, specific colours and typefaces, or a certain word or phrase. But it also includes intangible components like your personality, voice, and memorability. You want to do everything you can to ensure that your brand is able to successfully relay both the look and the feel. To give you a better understanding of how you can achieve these, here are a few considerations when working to build your brand.
A big part of the look of your brand falls on your logo. Though not to be confused with the brand itself (common misconception), your logo is by and large the first thing people will come into contact with. There are three routes you can take when designing a logo or when you’re looking to get one designed (you’ll score major brownie points with your designer with your knowledge of these):
(1) Traditional, Iconic Logo
This is a simple image that represented your brand. The meaning behind this can be literal (Apple’s Apple), or it can be something completely abstract (Nike’s Swoosh). In either case, it should be symbolic and representative of your brand. You want someone looking at it to associate it with who you are. It’s no good if someone comes across the Swoosh but doesn’t know that it belongs to Nike’s athletic brand.
This is a logo created out of a typeface – it usually depicts the name of the company or the recognizable initials. This is a very effective way of making your visual brand identity memorable as words are more easily interpreted than images or symbols. There are many notable examples of this like FedEx, Coca-Cola, and IBM. A successful logotype can represent class and sophistication as we tend to associate names as part of a brand to be of higher stature. Think about brands like Cartier or Harley-Davidson – when you picture each you envision their logo in a typeface right? You also associate them with luxury. This is something to keep in mind when working to build your corporate brand, but also your own personal branding.
As the name suggestions, this is a combination of both the traditional logo as well as a logotype – think Starbucks or Adidas. If designed right, this can be a very versatile tool that can be adjusted and tailored to a vast number of platforms and mediums. Sometimes space is too limited and you only have room for a small logo – you can go ahead and pull the imagery and separate it from the type. Maybe you’re looking to design a promotional product with branding that sticks – you can combine your logo’s symbol with the typeface to make sure the association is made. Whatever the case may be, you want to ensure that whether they’re used in conjunction or separate from one another, that they can be recognizable entities. The goal is to maximize your visual identity by making the biggest impact with what you have.
Aside from the logo, other considerations should be made in creating your brand – one of the main ones is the colours you use. Colours tend to put us in a certain mood or evoke a feeling, often times without us even knowing it. This becomes extremely important when creating your visual brand. You don’t want someone to be turned off by super bright, neon colours when they’re looking to find a company that will help them with their taxes. What you do want is a soft, subtle, and comforting pastel colour to attract new moms looking for reliable products for their baby. A key thing to keep in mind when considering the look of your brand is whether it can be effective without colour. Often times, you may run into printing restrictions that only allow your logo and/or publication to be printed in black and white. When creating your brand guideline, consider limiting the use of colours, or at least include one darker colour that will ensure legibility and/or visibility in black and white.
Here at Splash Effect we love creating iconic looks for brands we love. Looking to refresh your look or create one to get your business started? Drop us a line!
Consider all of the adjectives that were used to describe the look of your brand. Now consider just how valuable it is to evoke feeling into your brand to ensure that you send the right message across. Above all, you want to make sure that what you mean is what is felt – this becomes the core of who you are as a brand. These are the ideas, expectations, and memories that make your audience say, “I want them”. This doesn’t just come from the design of your brand’s look – it comes from how you present yourself, and more importantly how other’s present you. Any company wants to be successful, but what is going to make a customer pay premium or extra to have your product or to work with you? This is the promise your brand should ultimately deliver – that working with you is worthy of their time and their money.
Above all, your brand is created by what other people say about you when you aren’t around to speak for yourself. Brand control is in the hands of consumers now more than ever with the ever-growing ease of social media sharing. People are able to post their thoughts online and go viral, and this can make or break your brand. So remember that every decision you make affects your brand and it will make your audience feel one way or another, it’s in your messaging and how you make your customers feel that will determine how they experience your brand and consequently how they share it with others. Keep in mind that a bad message travels faster than a positive message. It’s up to you as a brand to project the right message that makes your audience feel like they can trust you and invest in you. What’s the best way to do this? Storytelling.
Personalization and authenticity is big nowadays, but the ease of a quick tweet or post on social platforms has strayed us from remembering how to tell a compelling story. Connecting with your audience in this way is super important, but you need to keep in mind what it is you’re sharing. You want the people who come across your brand to feel as though there is depth to who you are, that you have a past just like they do and that you have grown as a brand to be able to now tell your story. This idea of personifying your brand is what will distinguish you as an exceptional brand. Telling your story makes your audience connect with you and feel like they can relate to you. It allows your brand to gain depth and meaning and this is what’s going to make your brand stick.
So share your brand with the world; share who you really are and what makes you unique and different in a world of endless possibilities. Build your look, make it pop and make it memorable. Be strategic in how you align yourself in the market you’re in. But most importantly, tell your story – it doesn’t take money or revenue to build a brand, it takes time. It’s the thought and hard work in that time that your audience will grow to love.
Want to share your brand with the world and make a splash in your industry and beyond? Get in touch. We have the expertise you need and crew you’ll love to work with. Meet two of our newest members here.