There is a ton of literature and Internet articles on brands and branding. Often the opinions of experts contradict each other, sometimes the terms are difficult to understand. That is why we will try to convey to you just as much practical information as is necessary to create a brand.
Today, people have more and more choices, but there is less and less time to make a decision. Therefore, the ability of a strong brand to simplify the decision-making process is invaluable.
It is very important to understand that building a brand is not about simple logo design.
The brand is still something that is in the mind of the consumer. In a simplified form, the strategic brand management process can be divided into five components:
1. Brand Positioning.
2. Brand Identity.
3. Brand Touchpoints and Brand Experience (points of contact for interaction of a client with the brand)
4. Brand Communications (Building a relationship between the consumer and the brand)
5. Brand Performance
Let's take a closer look at these components.
Brand Positioning has four key elements:
Target group: not the target audience, but a wide group of people united not so much by age, gender or income, but by emotional motives that your brand also promotes.
The market or category in which your business operates. Are you a restaurant or a cafe or a family club? What is the spirit?
Brand Promise: The most compelling rational and emotional consumer benefits your brand has over the competition.
Proof: The most compelling evidence that the brand promise is being fulfilled. This is often your brand's mission statement.
We suggest that you write down your brand positioning using the formula below.
TARGET GROUP AND THEIR NEEDS:
OUR BRAND IS FOR... PEOPLE WHO ARE LOOKING FOR... THEY WANT... THEY VALUE...
OUR CUSTOMERS/CLIENTS IDENTIFY THEMSELVES AS....
WE CAN PROVIDE...
BECAUSE WE ARE (OR WE HAVE)...
The first and most important element of the identity of any project is its name. You can either get creative and use anything that you have in mind, or you can do a brainstorming keeping your target group, your services and your positioning in mind.
The name may be inspired by the location of your business and contain your city name. If you are opening a restaurant or a store, you can study the history of the building where your premises are located.
Using your family name can be also a good idea. According to few studies, that creates more trust around the brand.
Finally, you can create a word. It can be mix of 2-3 words consisting of your family name, your products or services name, location all together.
Don't forget to do a trademark research before making a decision, as well as checking available domains to make sure your brand will be unique.
Finally, once you have your business name, your brand positioning concept, you are ready to get your logo designed. Effective Marketing & Design are experts in logo design and brand identity. Contact us to get a free consultation on your logo design.