One of the most important parts of your business is your brand. It defines who you are, and it needs to be carefully developed to ensure that it authentically reflects your company. You need to decide how you want to be perceived by people, and highlight what sets you apart from your competitors. A creative and strong brand will keep your customers loyal and happy, and this is crucial to a business’s success. Here are some things to consider when developing your brand identity.
The Physical Aspect
The physical and visual part of your brand is arguably the most important, because it can be immediately recognized by people. Many things fall into this category, such as your logo, color scheme, font, shape or color of product, packaging, etc. You’ll want to work with a designer, and maybe marketing specialists, to decide on these things. Some companies are known for the colors of their logos, and others for their font. Depending on what your business offers, you may need to focus on different things. For example, if you’re selling a product, the packaging is very important for reflecting the quality and personality behind your company.
and other packaging material will determine largely how you are perceived by your customers. Whether you want to be defined by eco-friendly packaging made of recycled materials, or sophisticated packages with expensive materials, it needs to be carefully thought out and executed. Many other aesthetic aspects also matter, such as the uniforms of the employees if you have a store or a shop. Once again, the theme of their clothing is important because of the message it sends to your customers. Casual sports apparel
gives off a different vibe than a cute apron
would. When making a decision, go for the things that you would be proud to be known for!
The personality of the brand is also crucial in defining your company and how you communicate with the world, but it is not as immediate as the physical aspects. The personality of a company is the voice, design, philosophy, and who they choose to represent them. Do you want to project an elegant personality, or maybe a youthful one?
The personality can also include how the company acts or reacts in situations, such as customer service. The smallest things, such as your return and refund policy, can shape how people perceive your brand. However, the personality of a brand is also largely defined by the aesthetics. A red logo could mean something very different than a green one, just like how a coffee mug
would send a different message to your customers than a plastic cup
. In this case, there is no right or wrong answer. Once again, it is most important that you make decisions based on how you want your company to be perceived, and how to best build long-term relationships with your customers.
One of the biggest mistakes to avoid is mimicking existing brands. While they may have become successful because of certain characteristics, they may not have the same effect for you. The goal is to be known for something that no one else has and to be truly unique. Obviously you can learn from other companies and be similar in some ways; however, you’ll always need something that sets you apart from your competitors. This is your chance to be creative! You can be as bold and innovative as you wish, and it’s important that you include your own passions and beliefs in it, as well.
Remember that your brand’s identity is more than its logo. You want your business to cater to the ever-changing needs of your customers, and to ensure that they are happy and will come back. Don’t be afraid to be yourself in this case. The company’s identity is a personal subject, and is reflective of your philosophy in your business.
While you’ll never have full control of your identity, because it’s not always created completely internally, it’s best to try and project the best possible face of the company to the world. Be thoughtful in this process, and mindful in everything you do. In the end, your brand’s identity determines endless things, from who your average customer is to what you are known for.