Businesses of all sizes are taking the leap into branding and brand identity. In today’s market, even the strongest of brands need to stand out, even some of the oldest and largest companies are constantly updating and refreshing their appeal.

A successful brand must be consistent, the message that comes across from the company and product to the individual they are trying to reach must be simple, clear and effective and not least memorable.

It is not a simple task, and takes a time to develop, but once finalized, the difference will be known. A good Brand must be able to speak to a multitude of audiences, with clear concise messages.

But what exactly goes into the creation of a brand?

These necessary steps will ensure your new brand is clearly thought out

• Logo Design
• Investigating a brand Identity
• Building a Brand Strategy
• Use of Tagline

 

Logo Design

The creation and design of a good logo is an essential part of brand. We must not forget that the logo is the key item that will identify you to an audience and particularly your product. Therefore and very importantly I must emphasize that consistency with colours, design and font are key.

 

Your logo must be integrating into all forms of communication, stationary, brochures, advertisements, websites, newsletters etc.

 

It is important to remember that the most effective logos are the ones that do not require any explanation. They all speak for themselves.

 

 

Investigating a Brand Identity

Market research and deep consideration are truly the most important and necessary requirements a company can do now. To begin, one must conduct a Strength, weakness, Opportunity and Threat test.

What will make the company grow? Who and what are your target audiences? Why? What will cause you to suffer? What will push you forwards?

 

Gather ideas about the business, what you wish to achieve and how you want to go about it, (and remember!) Every idea can be a good idea no matter how rubbish it may sound at first.

 

Ideas should be narrowed down to a top 3-5 list and focus groups or employees and a separate one of potential customers should be organized and ideas should be discussed to review, emotions, thoughts, and understanding of how these ideas come across.

 

Building a Branding Strategy

The focus groups are key to developing the strategy for your brand. All negative and positive comments should be considered. These will guide you as to where your next step of development is.

 

“The Brand is too busy”

Then Simplify the Ideas and logos and keep everything clear

 

“The look is a bit old fashioned”

Your task is to tidy up the packaging perhaps or aim your brand at an older audience.

 

The result from the discussion groups should help explain clearly what your company is and what makes it unique. From here the look and feel of the rest of he brand such as colour and written text can be decided to work alongside the targeted audience and lifestyle, which they lead.

 

Use of Tagline

Taglines are the key phrases that identify your business. When your tagline is heard your company should be instantly thought of without help.

 

Nike: “ Just do it”

Burger King: “Have it your way”

Mastercard: “for everything else there’s …”

 

The phrase must be clear and simple so that it can be memorable.