Branding Design Made Understandable
You have a business idea that you are excited to implement. You are eager to create something that will make a difference in our society and serve a need. But, how is this brand going to materialise? How are you going to create something where there was nothing before?
A company is a fictional entity, and its brand identity is formed by cohesive visual elements. Think about a brand – what comes to mind? Do you see the brand’s colours? Do you see its logo? Do you know what the brand stands for?
In this article, we will explain clearly how your brand can also develop an equally strong personality in people’s minds. By following the steps of branding design, your brand will resonate with consumers and leave an impression in their minds.
Step One: Research
Research is getting to know the playing field – who are your competitors in the market? Who is your target audience? Important data will give you answers on how to shape your brand personality (which will be elaborated in step two).
Looking at your competitors is beneficial in many ways. First, they can provide inspiration for your own brand. You can learn from their triumphs and avoid their mistakes. Second, it is important for you to recognise how your business is different from theirs. What is it that you offer which they do not? Third, be constantly aware of the changes in your industry. Keep up to date with new progress and reflect on how your brand presence amidst your competitors.
2. Target audience
You need to identify your target audience because you are speaking to them. Research will help you make important decisions about how you will communicate and where you can find your target audience. To identify your target audience, you can consider parameters such as:
- Job title
- Online platform frequented
- Buying/shopping behaviour
Using the above parameters, create a fictional customer identity that will guide how your brand speaks to your target audience.
Step Two: Define Your Purpose
This is the heart of your business. Why does your business exist and what does it do? Working alongside a branding agency, you can define your business’ mission, vision and goals. It is also important to think about your brand’s personality and core values. For instance, is your brand trendy and fun, or is it sophisticated and premium? Note that this decision will be influenced by who your target audience is!
Step Three: Create a Logo
When you know what your brand stands for and how you need to communicate to your target audience, it is time to create different aspects of your branding design. The most prominent and fundamental element is the logo. At one glance, your brand logo has to be memorable, interesting and able to encapsulate your brand personality. The logo will be the most common visual element of your brand, replicated extensively online (on social media platforms) and offline (on packaging, posters, billboards). We will go in-depth into brand logo design in our future articles so keep a look out for them!
Step Four: Build a Brand Guide
Brand identity is created from multiple visual elements. A brand requires a cohesive style in order to be recognisable on various platforms, whether online or offline. A brand guide is helpful in ensuring that the brand will be represented consistently. Brand guide assists in branding identity by defining elements such as:
- Colour palettes
- Acceptable deviations
- Unacceptable deviations
A brand guide ensures that branding efforts by various parties (such as internal marketing efforts, external advertising agencies, digital advertising partners) will remain consistent. A cohesive style across various platforms will distinguish your brand and make your branding identity memorable in consumers’ minds.
After you have built the branding design for your brand following the above steps, keep it alive by implementing campaigns and marketing efforts to share your brand with consumers. With your corporate brand identity (mission, vision, personality, core values) and brand guide defined, create memorable and eye-catching campaigns that communicate your brand personality and draw your target audience’s attention. With aligned messaging across various platforms, see your brand start to take shape in consumers’ minds and a solid branding design created!