St. Cloud, MN
619 W St. Germain St., Suite 214
St Cloud, MN 56301
(320) 203-4840
Green Bay, WI
520 N Broadway, Suite 270
Green Bay WI, 54303
(920) 884-1496
Whether you're starting a new business, looking to overhaul your brand, or are just looking for a refresh, touching your brand design comes with a lot of considerations — and often a lot of opinions from people within your company.
Our creative team works on brands every day. As a result, we've found that there are five steps that can help your brand development go more smoothly (and help your brand become more recognizable and memorable). Let's dive in.
1. Get objective opinions on your brand
Have you ever thought you had a great idea until someone else pointed out a blind spot you hadn't been able to see on your own?
Too often we see brands create their logo, color pallet, brand messaging, and other brand elements in a silo. But without bouncing your ideas off someone who specializes in marketing, and — more importantly — a prospective customer, it can be hard to know what is and isn't working. Getting a third-party perspective on these decisions before solidifying them will help ensure your branding will support the experience you're hoping to offer.
2. Clearly define your mission and benefit
Customers don't just want to know what you sell — they want to know about your brand.Microsoft and Venmo both have great mission and vision statements that guide and inspire the work they do. And they have one thing in common: their benefit is clear and enticing. Who wouldn't want to be a part of one of the following missions?
Microsoft — Our mission is to empower every person and every organization on the planet to achieve more.
Venmo — Our mission is to change people's relationships with money and each other.
3. Identify (and get to know) your target market
You can't be everything to everyone. Pinpoint your persona (who you are talking to) and what they need and want from your brand. You'll want to know everything from their high-level needs to the nitty-gritty details that get them to buy.- Are they more likely to buy from you if you offer sustainable options?
- Which social platforms do they engage with the most?
- What colors are most attractive to them?
The answers to these questions will inform your final brand elements.
4. Create a clear, consistent design
When people talk about brand design, they often talk about the big brands: Google, Amazon, Starbucks, Apple. But think of your favorite small brand — maybe it's a local restaurant, an online store you shop from, or a local artist. Chances are these small brands have the same thing in common with those big brands — their brand design is consistent.
Customers want to be confident in your brand. When they get something in the mail, hear your ad on the radio, or see you on social, they should immediately think of you (and what you can do for them). So, constantly changing up your colors, messaging, tone of voice, or overall look and feel can make it difficult to think of your brand in a cohesive way. Keep things consistent, and you'll make it easier for customers to follow the breadcrumbs that lead back to you.
5. Make a brand plan (aka strategy)
Chances are, there are some parts of your brand design that were never updated in your last brand refresh. (Or maybe you are in need of a refresh but don't know where to start.) The truth of the matter is that no company has the time — or budget — to update everything from their website to their signage and letterheads in one fell swoop.
Having a strategy for creating a stellar, consistent brand that stands true to who you are and speaks to your target persona can help you stay on track and prioritize what's needed first.
Need help pulling your brand design plan together? Or need some help creating your new brand elements?
