Artwork by My Name is Wendy.
Establish a clear position and purpose.
The first step in creating a strong brand identity design is defining your core purpose and position. Why does your company exist? Sit down with your team and determine your specific goal as a company and how your product or service provides a unique benefit to current and potential customers. To define your target audience, do market research to understand who will be served by your company.
Here are some important things to solidify as you develop your brand strategy:
- Value proposition: Why would customers come to your company instead of a competitor? What is your special sauce or your most unique innovation?
- Core values: What values does your company hold? What does your team use as a moral compass?
- Brand voice: How does your company talk to the world and express itself? It may help to compare your business to a personality type.
Elements of brand identity: Names, taglines and logos.
What’s in a name? Everything. If you don’t have a brand name or tagline yet, the next step in building your identity is to establish them. Whether you’re building a new business or changing your company name, don’t rush this process. Your brand has only seconds to make an impression, so make sure key aspects like name, logo and tagline — and the associated colour choices — are working together to help customers form an accurate opinion of you.
Group brainstorms where you jot ideas down fast using word association tactics can be helpful. Remember to choose something that can be applied to a website URL and social media accounts. Search online to see what URLs and social handles are already taken. Consider whether your brand name will tie back to aspects of brand identity like your goals, value proposition and brand values. Ninety one per cent of customers want the brands they support to be authentic, so knowing who you are and what you stand for — and demonstrating that in your brand identity — is essential.
- Brand name: Your brand name should be memorable, easy to spell and read and something you feel confident can stand the test of time.
- Tagline: Your tagline should be the first thing you want people to remember about your company. What is a quick, catchy way to communicate your value proposition in your brand voice?
Tie it all together with logo design.
After your purpose and name are clearly defined, you and your team can get started on logo designs to create an iconic representation of your brand. Aim to create a logo simple yet unique and in harmony with your brand identity.