I work with a variety of different clients—some know who they are as a brand and others don’t know where to start. If you fall into the latter, these three branding tips should help you figure out what to focus on and understand why branding is important.
What Branding Means
Branding is your identity. It is things like your logo, personality, color palette, and typography. Effective branding will differentiate you from competitors and evoke a connection with your consumers.
1. Know Your Brand
With saying that, the first tip is to know your brand identity and what makes you unique. Companies develop “Brand Guidelines” which range from a basic one sheet to multiple books depending on how many IPs they may own. These guidelines serve as a roadmap for maintaining a cohesive and recognizable brand image, regardless of how many products or services they offer. For example, iconic brands like Coca-Cola and Nike have extensive brand guidelines that dictate everything from the use of their logos to the fonts and imagery used in their marketing materials. This helps to maintain brand integrity and consistently across various touch points.
2. Understand Your Audience
Next, it’s important to understand your audience. Who are you trying to reach? Effective branding means understanding your target market inside and out. Take the time to research, analyze consumer behavior, and uncover insights into their needs, and preferences. Then, tailor your branding efforts to resonate with them. Can you imagine Harley Davidson enthusiasts sporting Lilly Pulitzer attire? Or attempting to steer Whole Foods patrons towards McDonald’s? It’s all about speaking to the right people.
3. Be Authentic & Transparent
Last, tell an authentic and consistent story. People know how to sniff out the imposters and want to feel a genuine connection with brands. This means sharing real stories that speak to motivations and emotions. Patagonia is a great example of how a brand can leverage transparency because they share information about sustainability initiatives and their ethical sourcing practices. Dove has also built a brand around authenticity and celebrates body positivity and real beauty. The brand uses diverse models and advocates for inclusive beauty standards.
Now that you know a little bit more about branding and where to start, remember that it is more than just a logo or color scheme. Create a unique identity that will resonate with your audience and set you apart from your competition. By following these first three steps, you can build a strong and memorable brand that can be successful in today’s market.
If you need some assistance with developing your brand, let’s chat! Send me a note here.