Branding is the creative process of creating a meaningful, recognizable and relevant brand image. A brand may be short for logo, which is an identifying mark attached to the identity of a business. It can also be called a symbol or emblem by some experts. Branding involves many processes, and there are many theories on how to do it. Here are some of the more popular theories on branding:
Branding – your target audience – Branding starts with knowing your audience.
Do you target professionals or students? What colours and designs appeal to your target audience? These questions will help you decide on the right colours and designs for your logo, as well as the identity of your brand.
Branding – your competitors – In branding, you should first of all know who your competitors are, because this will give you an idea of what you need to do in order to be better than them.
You should also study their strategies, and try to imitate them as much as possible. You have to know who your competitors are, so you will be able to create an effective strategy against them. Analyze how they do things, and figure out the things that you can do differently from them.
Fonts – the most important thing to consider when it comes to branding, is the choice of fonts.
Most fonts are available free on the Internet, and the important thing to remember is to choose the right ones. Try to avoid choosing complicated fonts, because they might be difficult to read, and they might not be properly readable. Avoid using too many colours in a logo, because flashy fonts tend to distract people from the rest of the text, and they might not even see the other texts on your website.
Copy – the other important thing for a successful branding, is the copy.
Your copy should include everything that is relevant to your brand name and your business name, and it should be written in such a way that your audience can understand it easily. One example of this is putting the names of your products or services in the copy, instead of writing them in the header of your website. Make sure that you understand your audience and cater to their needs, and do not forget to write clearly, simply and effectively. Do not forget to polish up your copy regularly so that it reaches its full potential.
Design – while creating a brand name and a logo, the design is something that you cannot do with a little help, so you will need to hire a professional designer.
The designer should know how to integrate your branding elements into the design of your website, and he/she should know how to make use of graphics and images in such a way that your branding stands out from the rest. Remember that branding is all about having a unique appearance, and if you want your company to be well-known, then you have to do a lot more than just have a flashy website. You must have a really smart, catchy and eye-catching design for your website, which will make your visitors feel comfortable and at ease. Remember that a website is a mirror image of your company, so make sure that you know how to present your brand to the outside world.
Research – you will also need to do a lot of research, and it is very important for you to know who your competitors are, what they offer, and how successful they have been in the past.
By studying the success of your competitors you will be able to identify what your target audience wants, and you will be able to come up with strategies that will help you reach your target audience. Make sure that you do a comprehensive market analysis before choosing a particular domain name or company name and register it with a hosting provider. The research will also help you determine the strengths and weaknesses of your brand assets, and by doing that you will be able to enhance your brand quickly.
Copy – you should remember that your branding and development team has to copy the colours, fonts, logos and slogans of your competitors and use them in a manner that they will be easily noticeable to your target market.
Also make it a point to keep your copy looking similar to your competitors’ copy. Keep it simple and let it speak volumes about your company, but not to the point of being too obvious. Never copy from your competitors’ websites as this can be termed as plagiarism, and your reputation will be ruined permanently.
How would you approach your brand identity process? Leave a comment below with your answer.