These days consumers are so devoted to their favorite brands that they help promote companies’ success without even understanding it by tweeting, posting pics on Instagram and writings posts on Facebook. Everything gets noticed – the good, the bad and the crazy. So what do companies have to do to make consumers fall in love with their brand?
A good idea won’t become a commercial success unless the context is appropriate. You need to understand who the service or product is for, what your target audience really wants and why will they care about this. You shouldn’t try to make people love things but to make things people will love.
This might sound like an easy nut to crack. Of course you know who you are and what you do, but what differentiates you from others? What makes your proposal unique? What can you offer that others can’t? What are your strengths? Do you have a specific style? Write down a list of keywords that relate to you and your business and try to reflect these in your brand design.
I’m pretty sure there’s someone who provides the same services as you do. Therefore, the focus has shifted from what you do to the way you do it. Clients expect flawless, beautiful and functional results. They want you to give them what you’ve promised. The most important thing in the end is the feeling and experience that your clients are left with after working with you. So your task is to make them want to work with you again and refer you to others.
A good advice is to make it personal by communicating in such a way that a client will feel like everything was specifically intended for him or her.
Do keep in mind your audience when designing because it is the most important thing in your business. It is your boss who decides whether your brand will be successful.
Once you figure out who your prospects are, you’ll understand how to connect with them and tell your story. So sit down and list everything about your clients:
Now build up a profile of your potential client. If you need to, give them a name and a face, do whatever feels appropriate, just round out your TA as much as you can.
It’s all about knowing who you exactly want to attract, and creating a design to make just that happen.
Creating a logo doesn’t have to be a cumbersome task. Your logo can be detailed, complicated, strategic, funny and awkward like here…or it can be a simple logotype. That’s the beauty of it. Besides there are numerous companies like Design Contest that will make it even easier for you. You will only have to point and choose.
If you decide to go with a logotype, you’ll have a logo that will consist of a brand name written with a specific typeface. The font can be either adjusted or not. If you don’t have time to figure out an illustrative logo, a logotype is what you are looking for.
Whatever type of logo you decide to create, remember that the key is to give your brand one visual representation. The logo has to suit your brand and be easily recognizable.
Colour is a mighty tool, so don’t neglect it. It can influence how people perceive your brand, it can provoke certain feelings, and actually promote or destroy your brand. So, come up with a palette that will benefit your brand.
The main rule is to choose not more than three colors in order not to overwhelm your design and to keep it clean. You might also want to add some textures and patternings too.
Typography is another building block of your brand personality. Thousands of fonts have been created and continue to be created each day for multiple purposes.
To choose the right font, you need to have a basic knowledge of how typography works. A font needs to be adjustable, easy to use, and it must give space for expression. Clarity and certainty is what you are going for.
If you want to pair two fonts, pick those that contrast or complement each other perfectly.
Just like with colors, you should also choose a font palette. The same rules apply here. Restrict your color choice to one, maximum three options. Try to find that sweet spot.
Consistency can be called the biggest branding rule because consumers trust brands that they recognize.
To make consumers feel more comfortable, maintain a smoothly continuous look across your website, social media, and even product packaging. Keep your color scheme and type consistent. You do want clients to purchase from you again!
Your brand needs to be so consistent, that when a consumer sees your logo they will already be thinking about making their next purchase from you.
If you have a new brand or rebrand project ahead of you, here are some resources that might offer a helping hand:
Author bio: Brian Jens is a designer, vintage furniture lover and a brand builder who loves to express ideas through design. He has worked with 500+ companies and startups.