You’re sitting there thinking up your next big marketing campaign and you find yourself wondering where you should start.
Well, how about here?
Your brand is the single most important factor for your marketing efforts. Good branding dictates your message, the value you’re providing your customers and makes your different from everyone else.
So, here’s a good place to start.
What is Branding?
When you think of branding what do you think about? Coca-cola? Apple? How about Cadillac? These are the big players that have been building their brand for years.
Branding is as simple as this.
It’s about creating a unique name and image following a consistent theme that both attracts and retains customers.
Let’s make it even simpler.
There is a field of cows that all generally look the same. How can you tell which one is yours? Well, farmers would brand their cows with a hot iron to signifying which cows were theirs and which ones were not.
So what’s your brand?
If you’re not too sure what makes you truly unique, that’s ok. It’s one of the hardest things to establish and is overlooked by many marketers and business owners.
So, let’s start with the basics.
Brand Voice and Messaging
The easiest way to determine your voice is to actually think of your brand as a human being. Would your brand be male or female? Would they have a deep voice or a high pitched voice? Would they dress in fancy clothes or something a little more casual?
Answering these questions is the first step to really getting to know your brand.
But the biggest is certainly your brand messaging.
What does your business stand for? What do you want people to know about you? The question we always ask clients is this:
If you could run a 15-second ad that was viewed by the entire world, what’s the ONE thing you would want them to know about your business or your brand?
That question is BIG.
Nailing that one thing down is, at its core, is the foundation for all of your marketing moving forward.
Still not so sure?
A great tool to help you figuring out who your brand is and what it’s about is a brand archetype quiz.
A brand archetype is brand personality quiz can help you get started really figuring out who your brand is as a person and what the messaging and feel of the brand is going to be.
You can find a lot of different quizzes online but for convenience sake, here are a number of quizzes you can try out to see what you came up with. And as a fun exercise, be sure to comment below on what your brand got!
Once you’ve figured out who your brand is what it’s going to be talking about, you then move onto design!
Which to be honest, is one of the more fun aspects of the process.
Your brand design should be used to stand out and amplify the message you’re trying to communicate to your customers.
Here you choose what colours you’re going to use, what style it’s going to look like, what font you’re going to use… there’s a lot to choose! It’s much easier with a designer present. Some of us simply just don’t have the eye. But what we can control is our messaging and there’s an easy way to do that.
Brand colours are especially important. What colours best amplify what message? Here’s a quick chart to give you an idea:
Once you have your messaging, your best bet is to pick colours that are going to amplify everything that you stand for.
The rest is (hopefully) up to a good designer and that includes things like logos, images and more.