Is there such a thing as a “perfect brand”? Is there a secret formula for creating a guaranteed successful brand? Negative! In fact, one of the great things about branding is that it is supposed to be unique, it’s supposed to make you stand out from the cookie cutter crowd.
At One Step, we don’t adhere to the theory that there is a secret formula for branding. However, we do know that there are specific things every business/organization must consider when creating a new brand or remixing an old one. Below are the top three questions we ask when conducting our brand consultations (which are free!)
Who are your clients?
Above all else, you want a brand that is relatable to, attractive to, and needed by your clientele. A brand reflects your company, but it’s created for your clients. Ask yourself these questions about your ideal customer:
- How old are they?
- Where do they live?
- What kind of lifestyle do they lead?
- What do they need and how do you solve that need?
We recently met with a client starting an herbal tea company with health benefits to a clientele with a wide age range. We kept that in mind when designing the logo, and opted for something simple, classic and iconic that would appeal to multiple generations.
What makes you special?
Unless you’ve cracked the code on teleportation, you likely have competitors in your market space. These companies do what you do and sell what you sell. So why should someone choose you over them?
Sometimes the answer to this question is very specific. We once branded a company that had invented a unique holding system for bottling manufacturers. The entire brand was based off of the shape of that holding system and immediately communicated the number one reason someone should choose to do business with them.
Other times, the answer is a little more vague. This is especially true if you work in a market with a lot of competition, such as real estate. In this industry, what differentiates you is not necessarily what you do, but how you do it. Your individual style and personality become the brand and we use that to influence the visual elements.
How are you going to execute your brand?
Will you have a storefront or be entirely online? Will you be packaging your products? Will you be doing a lot of co branding and partnerships? Will you be hosting events?
A good visual brand should be able to be used across a variety of mediums. However, the execution of the brand can help designers make important decisions. For example, an exclusively online store may opt for a very simple, clean and subtle logo, while a company with a storefront may want to add a pop of color to stand out on a busy street. So while you may not know all of the specific ways your brand will execute, think about the major channels you’ll use to expose people to your brand when you’re creating the brand.
There is a ALOT to consider when creating a visual brand, or refreshing the one you already have. Asking these three questions will help you is a great way to start the conversation with your marketing team.
Ready to get started? At One Step Services, we create visual brands for real estate agents, non profits, events and small business owners. These brands include logos, color palettes, fonts, layout and various design elements. Email firstname.lastname@example.org or call 949-587-5301 to set up a free consultation to discuss your visual brand.