Hey, what brings you here?
There are a couple of reasons for you to be reading this article:
1. If instead of Covid 19, you’ve been infected by the start-your-own-business-virus, like many of us during these weirdly ambitious times of not knowing what will happen tomorrow.
2. You already have a company, product, or service, and you’re interested in sprucing things up a bit and seeing whether it can skyrocket to the level you always dreamt of, which has made you start the whole business journey in the first place.
3. You’re just in search of a bit of knowledge or insight to get you inspired.
4. You randomly came across this website and decided to keep reading!
5. You’re one of our moms, aunts, or distant relatives just here to boost our reach (unfortunately, the algorithm doesn’t work that way, and I’ll tell you what an algorithm is later, Grandma!).
So now that you’re here let’s cut to the chase. Or to Steve. But more on him later.
What is branding anyway, and who the heck is Steve?
In this article, you’ll find out what branding is and why it is so hard to define and impossible to live without.
Even after googling it, the actual definition is pretty unclear. We’ve been there. We get it.
To make it easier, let’s imagine you have a friend called Steve. You like Steve. Steve is always on time, wears polo shirts, is shy in public, and is a loyal friend.
Humans like consistency and familiarity. It creates trust. You know you can always count on Steve to be Steve.
If we look at brands as a Steve metaphor and personify them, we can understand the concept of branding much better. Steve is different from anyone else you know. He’s distinguished and recognizable, and his main traits remain unchanged over time.
There are visual and non-visual aspects to a brand – just like Steve. He is not only his polo shirt but his personality as well. We are used to the whole Steve package. Steve’s outfit is an analogy for the visual elements of a brand: the website, logo, business card, colors, and typography. And when we think about who Steve is, we can compare that with brand identity, brand values, story, mission statement, and the tone of voice a brand uses to communicate.
So how do you create a brand?
Just as you would create a Steve.
Here are six steps that will get you started:
1. Name
When a baby is born, it is given a name before it goes into the world or develops a personality. The same goes for your brand. This will determine your website domain and the foundation for your logo. Ideally, it should be short, unique, and memorable. In other words, take your time and choose a damn good one. But no pressure.
2. Brand values
Once you establish a firm brand name, think about the values you want your business to portray. These will help guide all of your future decisions and ensure customer trust, providing another form of personification that people can relate to. Suppose you are transparent about your values and consistently work on integrating them into everything you do. In that case, those who align with them will most likely stay loyal to your brand, even if an alternative product exists on the market. The same thing goes right back for our friend Steve.
3. Tone
As long as you keep picturing your business as a person, you’re on the right track. How would you like your business to communicate? Is the tone friendly or formal? Is your copy funny and quirky or serious but inspirational? It can be all those things or none of them. It would help if you made that decision based on your target audience and what would be relatable for them. Think of what you are drawn to. What copy will keep you engaged and persuade you to read on and buy the product? Once you find a voice that is uniquely you, stay consistent (imagine Steve suddenly having a different voice – that’d be weird, right?).
This will make all the difference in your sales. But don’t sweat it – if putting words together to get your audience’s attention is not your forte, we can help!
4. Colors and typography
Coca-Cola red, McDonald’s yellow, Milka purple?
Recalling a brand can be as simple as seeing a specific color and making an instant connection. The same goes for typography. If you’re selling nourishing, gentle face cream, the name of the product is not going to be written in a spooky Halloween
font, is it?
Three fonts are more than enough variety. Combine the serifs and sans serifs with care. Or better yet, trust professionals to do the job for you. Our team can design a brand guide in no time that will help you elevate your brand’s visual style. Check out what we did for others!
5. Logo
Should we even get into it? Just think of Apple or Nike.
Their logos are simple and unique. We remember them, even if we didn’t put in the effort. The association happens unconsciously. Whenever you see something remotely similar, a mental image of the brand pops up in your head. No effort.
All the efforts are in creating a perfect logo with this subtle trigger effect. And guess what? Our designers are great at it.
6. Website
Last but not least, in this quick-start branding kit, a website is mandatory if you want to earn any money at all. It’s the home of your business. The place where you can show off all of the above and have viewers convert into customers once they see what your business is about, what it can offer, and how your products can solve their problems. This is why you’ve built your brand in the first place, isn’t it?
And if your web design and coding skills are nowhere to be found, we’re here to help!
Let’s wrap it up and get to work:
Branding is a game of association, achieved with the consistency of style and personality.
- You know you’ve done a great job when your customers look at the packaging and know it’s from your brand without seeing the name.
- It’s when they read a sentence and recognize your unique copy style.
- It’s the subtle emotional triggers they don’t even realize are there, sprinkled on everything your brand is and does.
- It’s what will differentiate you in a crowd of similar businesses and make your customers choose your company every time.
