A brand is not your logo. A logo can be a part of your brand, but it’s not the thing that makes you unique or memorable. Your logo is simply a visual identifier for your company or product in the same way that a name is a verbal identifier. A logo on its own cannot communicate what you’re about – it can only reinforce a promise you’ve already made.
A good brand should aim to convey who you are, what you stand for, and how your products and services make people’s lives better without relying on any one element (logos, slogans, etc.) as a crutch.
Tips to create a eye catching brand
Creating a brand isn’t just about making a pretty logo. A brand is a story that people engage with over time. It should be visually consistent and emotionally memorable, deliver on promises and make positive connections with the consumer. But how do you accomplish all of this? We asked experts to weigh in on the topic.
1. Get to know your audience
Knowing what makes your customers tick is essential for any business, but it’s especially important for small businesses that compete with giants in their industry. Discovering what makes your customers loyal will help you craft a marketing strategy that really resonates with them and gets them talking about your business.
2. Share your core values with consumers
Your core values are what drive your business and have helped you create a lifestyle from something you love. Whether it’s quality or convenience, innovation or authenticity, make sure those values come through loud and clear in every interaction your customer has with you, from the website and social media to packaging and product descriptions.
3. It should be contrasted well
To stand out, your brand should be contrasted well. You need to fully understand who your competition is and what they are doing in order to differentiate yourself.
Be unique. This is where you have to define what makes you different from everyone else. Don’t pick the same colors as your competitors do and don’t use the same words in your mission statement.
Be consistent. Once you find something that works for you, stick with it. As we’ve seen before, consistency is key; all of your content should be cohesive and reflect the same message. That applies to your brand image as well.
4. Use a theme that’s consistent with your brand strategy
It can be a challenge to decide which visual elements to include in your branding kit. There are many options to choose from — fonts, icons, patterns, textures and imagery — but you don’t want to overwhelm people with too many choices. Instead, stick with one or two themes and carry them through every piece of your marketing material. For example, if you like the look of hand-drawn fonts, use them on all of your marketing materials (not just your logo). If you love the feel of chalkboard texture, use it on everything.
5. Make your brand name descriptive
It’s important for a brand name to be descriptive. But what does “descriptive” mean? It means that when someone looks at your brand name, they can get an idea of what your business is, what kind of person you are, or what kind of products or services you sell.
For example, if I said “apple,” you would probably assume I was talking about a fruit. If I said “Macintosh,” you would probably assume I was talking about a computer company. The first one is descriptive — it tells you what the product is, and how to use it — while the second one is more abstract.
Of course, not all names need to be descriptive. For example, Apple Computers could have chosen the name Macintosh because the founder liked McIntosh apples (which he did). But this might create confusion for customers who don’t understand that Apple Computers makes computers, not apples.
6. Choose the right fonts in your brands
Selecting the right font can make or break a project. Creating an identity through typography is essential for any brand, whether it’s to build brand awareness, promote a product or service, or just create a visual impact.
An effective font is the one that portrays your brand image clearly and transfers your message to the consumer effectively. For example, the soft and flowing lines of handwriting fonts convey a sense of friendliness and openness. The rigid structure of industrial fonts gives a professional and formal feel to a brand.
By selecting the right font, you can add value to your brand as well as increase consumer engagement with your products or services.
Creating a brand is something you should work on every day. It doesn’t have to be difficult or stress-inducing; it should revolve around the things you love and make you feel excited. Your customers will see your personality shine through in your brand, and they will feel good about spending their money with you. So go ahead and create your own awesome brand—the world is waiting to see what you have to offer!