The remaining 5 key steps to designing a brand identity

There’s More To A Brand Than A Logo

Don’t be too reliant on your brand’s logo. Yes, it can be the single most recognisable thing about your brand and the element that pulls all brand communications together, but your brand should have its foundations in its values and business goals. Consider the bigger picture and how the smaller parts fit together to make the whole and how they interact.

The remaining 5 key steps to designing a brand identity

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The Customer Is Always Right

You have heard time and time again that the customer is king. They know what they want, and just as they might choose to buy your product, they don’t have to; they might choose another one. If your product or service no longer matches the customer’s requirements, don’t rely on them to continue to buy out of loyalty to your brand.

Ultimately, your customer base knows your product best, and in order to keep pace with them, you will need to be ready to adapt and update. The best way to do that is with regular feedback and market research.

Know When Restraint Is Required

Keep things simple when creating a brand identity. A strategy innovation agency like Lightbulb Innovation will talk to the client about their needs and make sure there is an understanding even before any work starts.

Limit colour palettes, design and typography, and you’ll be creating an instantly recognisable brand without the logo. It remains consistent and standalone in a very busy visual world where customers are bombarded daily with huge numbers of messages from all sorts of brands and advertisers.

Pick Out The Special Bits

Your USP is the key thing to think about when it comes to your brand. That’s the bit that sets you apart from your competitors. Get that right, and you’ll make building your brand a lot easier. Get it wrong, and you’ll have to work much harder just to maintain your position without being able to grow.

Further Research

Once you understand the basics of brand-building, think about making it “smart” and how your design team can give the soul back to your brand.

Marketing Donut has more ideas on establishing your small business’s brand identity.

Once you have that solid grounding, it’s time to expand. You might even start looking to collaborate with others on more complex projects.