Artwork by My Name is Wendy.
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:
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.
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.