Bea Sanchez is a writer at Aepiphanni, a Business Consultancy that provides Management Consulting, Implementation and Managed Services to business leaders and entrepreneurs seeking to improve or expand operations. She writes about business & entrepreneurship, branding, and digital marketing—content that educates small and medium-sized enterprises and helps them create informed decisions. Beyond writing articles, she's also fond of copywriting and social media content creation.
Top 5 Things To Consider When Creating A Brand
Did you know that the concept of brand management, or what we all know today as marketing, was developed back in the 1950s when companies like Proctor & Gamble and Unilever noticed that the product quality offered by competitors were improving? During this time, a brand manager was appointed to give a product an identity to help make it stand out in the market.
While branding is a crucial part of any company’s marketing arm, there are do’s and don’ts to keep in mind when branding your enterprise. In this article, we give you five things to consider when creating a brand:
#1 Understand your customer first
Before creating your company’s brand, make sure to commit to a target audience first. Once you have that down, design your brand around how you would like to appeal to their emotions and how you will communicate with them moving forward.
According to research from Epsilon Marketing, 80% of customers are more likely to buy from a brand when they offer a personalized experience. Before you can cater to your target market’s personal likes and dislikes, understanding them is the first step.
#2 Research, but don’t get too caught up on trends
Finding inspiration from other brands can be a good stepping-stone towards creating a brand. However, keep in mind that copy-paste strategies will absolutely disregard the main goal of branding—which is to stand out among the crowded market.
Do competitor research and check how these companies position themselves. From there, check what works and what does not work so you can define how your own brand can do better.
#3 Set standards and templates for your brand voice and visuals
One of the reasons why branding was created is to ensure consistency. A study even shows that consistent brand presentation in all platforms can increase revenue by up to 23%.
Set brand standards not only for your visuals but also your tone of voice and communication style. This showcases your brand’s personality, which is one of the factors that will attract the right market and consumers.
#4 Boost your brand
After setting brand standards for both your company’s voice and visuals, it’s time for implementation. From creating a website to investing in paid advertising, your branding should always be taken into consideration.
Your brand should reflect in your call-to-actions to steer people to the right direction. Even have it trademarked so you will be able to protect your brand from possible copycats. In other words, own the brand and make it front and center in your strategies.
#5 Have your logo professionally designed
Paul Rand once said, “Design is the silent ambassador of your brand.”
This is why putting a lot of time and effort into creating your logo is crucial if you truly want your company to stand out. Look for designers with the creative and visual prowess to bring it to life.
Your logo is going to be the face of your brand so make sure you tap a professional who will be able to visually communicate what your company is about. Having someone design your logo will also ensure consistency among your business cards, brochures and other marketing collaterals.
Branding, at its core, is all about distinguishing your company from others for better marketability. Since it serves as one of the company’s foundations, especially when it comes to external communications and marketing, it’s important for you to think through everything first before diving into the actual branding process.