Branding for your business is the process of creating a visual identity to represent your service, product and company. Branding is vital; it is the face of your business and could be the difference between you and your competitor. Primarily you should understand your audience before you start your branding journey, the market and the audience that you want to engage with will all influence every aspect of the brand for years to come. Market research is also advisable at this stage to get a feel for your typical customer, conducting a survey or a focus group could give you some beneficial data.
Mood boards are a great way to combine and collate all the research, ideas, samples, text, materials and images. Mood boards will help visually to create a structure; alongside the mood boards a brainstorm of descriptive words are also essential to the branding process. Words associated with the company, brand, product and or service can help with creating strap lines, text for the website and text required for any branding or marketing literature.
Your logo is your main selling point and should be strong, balanced and distinctive. It must be appropriate to your business and use consistent colour palettes throughout. Corporate colours should be based around a primary palette and be consistent through all marketing literature. This includes web design, stationary, printed material, promotional products, literature and social media. Ideally your branding agency should produce a ‘Branding style document.’ This document will outline how to use all the graphical elements involved, dos and don’ts and if followed correctly ensure a coherent brand and supporting marketing.
Professional photography can also sell your brand, portray a story and highlight your unique selling points plus the images can then be used across all your business. Photography is essential in creating the right ‘mood’ for your brand which will then connect with your target audience. This can include pictures of your products, services, scenarios in which your product is being used as well as your office and staff members all of which contribute to the feel of your brand and company. Utilising these images will give your clients an insight in to your company and give your brand personality. Imagery is integral to branding it can illustrate the product, create a mood or feeling as well as transmit a story. Imagery can also explain the brand values and the message that you are trying to convey.
You website and online presence should also display the seamless continuation of your brand and it should project the same level of professionalism. For example your website is the online face of you company and if you have spent time and efforts in to getting your brand perfect then you should ensure the logo, the colours and the copy are all synonymous.
When selecting a branding agency it is essential they know your company, understand your industry and your target audience and most importantly that they are experienced in branding and graphic design and should also share the same vision as you do. Having a talented agency in place will give you time to concentrate on other aspects of your business. For example here at Clip Creative we specialise in branding and graphic design.