There was once a time where all a business needed to succeed was to outperform the competition in some quantifiable way. To provide a product that was either of higher-quality, more affordable, or in some way more desirable than the other guys’.
But those days are well and truly behind us. We now live in the time of the brand image.
By one survey, 59% of shoppers prefer to choose a product from a brand they’re familiar with, even if comparable selections are more affordable.
Under this paradigm, singling out who you are as a business, who your target base is, and how you communicate with them is essential to success. So let’s take a look at some key points in accomplishing that goal.
Identify What You Want Your Brand Image to Be
At the end of the day, creating a brand is about identity.
This includes what tangible products or services you offer as a brand, but also your values as an organization, and what differentiates you from the competition.
These factors will inform the shape that your brand image will take as it should be reflective of all of them.
Identify Who You’re Targeting as Your Consumer Base
After identifying what your brand stands for, the next step is determining who it’s meant to appeal to.
Millennials, for example, are always a popular subject of discussion.
The research tends to suggest that they prefer spending money on unique experiences instead of physical goods. When they do need to buy something, they tend to be frugal spenders. So a business that offers either of these products would be well-positioned to court this consumer base.
Build Your Brand Aesthetic
Once you’ve created an identity for your product, and singled out who that identity is meant to appeal to, it’s time to render it in visual terms.
It should convey personality. Are you a fun-loving lifestyle brand, or a professional service in need of a more eloquent presentation?
A good place to start it with the brand logo.
It’s arguably the most important element of your visual design. If you think of any brand, likely the second thing that comes to mind after the name is the logo. Hence it should be your focal point, with the rest of the design made to complement it.
You can get started right now by checking out this free logo maker online just to get a feel for what your end target might be.
Carry Your Brand With You Wherever You Go
Building a brand image is only the first step. For it to be effective, you need to put it to good use.
Namely, your brand needs to be ubiquitous and consistent. Things like your social media presence, email marketing, and web design should all mesh together to convey a common message.
To study up how best to coordinate the brand image that you’ve created, be sure to keep up with all of our latest tips and guides to ensure your success.