Benefits of Brand Design to Your Business
Good brand design can go a long way to promoting your business and creating a strong message to your audience. Your brand is your business identity and helps to create trust and so it’s crucial that your brand design reflects who you are.
What is Brand Identity?
- Credibility - A clear brand with great design will give credibility and show you are an established brand. This in turn creates confidence in your business.
- Consistency - Consistency is important, particularly when you are promoting your brand on a regular basis. You need to maintain the familiarity of your brand once established, so that customers will have instant recognition when they see your promotions or marketing materials. From colours and font, to the type of imagery associated with your brand, consistency is key.
- Stand Out From the Crowd - Individuality is difficult when marketing. Trying to establish a USP is crucial for attracting customers but you can’t just rely on the service or product to help you stand out. Branding will set you apart from your competitors and help engage them
- Customer Loyalty - The recognition that comes from consistent branding also creates loyalty from your customers. Creating a brand that resonates with your customers will always help create loyalty and a preference for your service or product over another.
- Look Bigger - A strong effective brand can actually make your company look bigger than it actually is. The perception can often be that if there is a strong brand in place with consistency and a firm message, that yours is an established company of size that they can trust.
- Pride & Stability - Pride and stability is the result of a strong committed brand. By having a recognisable brand that customers have a feeling of loyalty to, this creates stability across the brand and this undoubtedly shows externally to your customers. It also shows pride in your company and your service offering. This exudes confidence and works hand in hand with all of the other factors mentioned.
Questions We Would Ask
Why do I need a brand identity?
A brand identity is important for promoting your personality to your customers. It’s all about audience perception and giving customers an opportunity to understand who you are. It creates a brand voice they can trust and recognise.
What personality do you have?
Your brand should have a personality which reflects your brand image. Personality traits for brands can vary from friendly or confident, to bold and even brash, depending on what image you want to promote to the world. Some brands even push for a rebel-type personality, such as Vans (footwear and clothing) and Harley Davidson.
Who’s your competition?
Your competition can tell you a lot about what you are missing, or even give examples of how you can improve your own brand. It can provide ideas which can be applied to your business and potentially inspire you on something you haven’t thought about previously.
USP - What makes you different?
Your USP is partly what separates you from your competition within your product or service, along with your brand. Bu what’s your USP for your brand? What makes your brand different? The personality traits make a strong message for who you are and what you stand for but it’s about what makes you stand out when you run marketing campaigns or promote your product.
What needs to change with your existing brand?
As with competitor research, it’s important to consider what you might be missing and what has to change from your existing brand marketing. Are you performing a complete re-brand or just certain elements such as your approach to marketing? Understanding what needs to change can help advance your brand organically to the next step in your companies evolution, by not only updating your brand but also by staying relevant in your industry.
What do your customers look for in a brand?
Competition research is key but it’s also important to pay attention to your customers and what attracts them to your brand and even what doesn’t. Customer feedback and market research can be time consuming but it’s really useful information to be able to use for making positive changes to your brand. It could be something as simple as changes to the logo, or perhaps the colouring you use across your marketing materials. Gaining feedback from your audience is the most insightful information you can acquire.
What colours do you use and why?
There is a train of thought regarding colour use in brand marketing that certain colours have an impact on how customers feel about your brand and what it can tell someone by the colours used. For example, blue can indicate a level of trust. Think maybe of the NHS or IBM. Green can suggest positivity and nature, as well as having an association with growth and success. Brands including Starbucks and Subway use Green effectively within their branding and the association with natural or healthy products cannot be underestimated.
What is your voice currently?
Your brand voice can make or break your brand and how you engage with your targeted audience. Does your voice match the customers you are trying to attract? So many different voices can be used, including academic, professional, friendly, youthful, casual or humorous. Whichever you choose it’s important that it ties in with every other element of your brand, from your logo to your personality.
Interaction with customers now?
How are you interacting with customers now? Keeping your brand and company open to communication with your customers is vital especially in this age of social media and instant response trend across many industries. No brand should be closed off and should always be open to talking to their customers, whether it’s discussing a product or resolving a complaint or query.