Hey there! If you’re here, chances are you’re looking for help with your brand. We see you! And we’re here to help. It gets a little crazy when trying to build and keep up a consistent brand identity. We know this. For those of you who are like, “umm what’s a consistent brand identity?” Put simply, your brand identity is what helps set the foundation for your company’s unique personality. This begins with establishing your position in the market to attract your dream clients.
For many small to mid-sized business owners, it can be extremely challenging to set clear brand guidelines. That being said, we’re going to help you get started today with some of our core principles when setting up guidelines for our clients. You may be a small or mid-sized company, but that doesn’t mean you have to visually look like one. When it comes to branding, you always want it to look like you have a team behind you.
Do An Audit of your Target Market
Do you know who your competitors are? What makes them successful in the digital space? If not, it’s time to start digging deeper. Your goal here is to start identifying a highly narrowed down set of competitors. Avoid looking at a broad spectrum where you might be factoring in info about vastly different customer segments. In order to select the right competitors to analyze, consider factors such as your price point and the types of clients you want to attract that might.
Answer Key Questions About Your Brand
If you aren’t creating a persona around what your brand looks and sounds like, that’s a huge reason why you probably feel totally lost. For starters, here are some questions you should start asking yourself about your brand.
- What kind of problems are you solving?
- If your company was a person, who would it be and why?
- What are some key values, emotions, or attributes you want to convey across your branding?
With these answers, you can begin layout out some basic framework around the voice and type of content you create around your brand.
Create Processes for Your Team
What good is it to have all the visual & brand voice guidelines if your team is clueless? You want to make sure that you have a clear set of guidelines for employees to refer to no matter what department they’re in.
For example, some things you can consider when setting this up are as follows:
- Who is the decision maker for each kind of project?
- What does the workflow look like for some of your most common products or services rendered?
- What are the company’s objectives that should always be strived for?
By setting these up, you’re not only creating an efficient system for work but also helping your team be much more autonomous. Yay to less emails for every tiny detail!
Set Up Your Brand’s Manifesto
This is your brand’s declaration of beliefs. Knowing this creates a bridge in helping you develop that crucial emotional connection with your potential customers. A clear manifesto will help you and your team align every message, campaign, and interaction with the customer with your trying to attract. Let’s take Redbull for example. Redbull puts out ads that embody pushing life to the limit as an example of what the beverage stands for. This limit pushing feeling speaks to their target audience on an emotional level and is memorable. This emotional connection, in turn, impacts its target consumer’s purchase making decisions. And purchase making decision mean $$$$.
Unless you have an in-house team of creatives ranging from designers to copywriters that can guide you, we suggest hiring help. Your brand’s identity is not something you want to be cheaply done, DIY, or rushed through–because people can tell. The foundation of your brand will be seen and felt for its entire lifespan. That’s a warning. Handle with care.
Here at Creative Label, we work with an amazingly talented team of industry experts that’ll make for a seamless process. Whether you need partial branding work such as just a logo or a full suite of branding, we’ve got you covered. Just send us an email at email@example.com to get started!