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Here at eJIGSAW, we have put together some important points to consider when starting out on the journey of branding your business.
As a business owner, your branding is one of your greatest assets. It’s a way of communicating your business to your target audience in a creative and concise way. It helps to set you apart from your competition and helps to show your audience exactly what you have to offer. Therefore, it is crucial that your brand represents your business effectively.
Understand Your Target Audience
The first thing to consider when branding your business is who your target audience is. These are going to be the people who interact with your brand, which will hopefully lead to engagement with your brand, and ultimately, the consumption of your product or service.
For example, if your target audience is those who work in law, then a more professional approach to branding would be more appropriate, whereas if your target consumer is a sports fan, more fun and colloquial branding could be created.
Create an Appropriate Visual Identity
When you understand your target audience, you can begin to create your business’ visual identity, specifically the logo. Time should be invested in the creation of your business’ logo to ensure it communicates the brand effectively. It needs to convey what makes your company unique within your industry so your audience knows why they should choose your business over your competitors.
A logo can look good on its own, but a truly considered logo looks at it’s best when it’s effectively extended out into a full brand. A brand is not just the icon, but everything that comes with it; the colours, the typeface, the shapes and even the tone of voice when writing copy. Coca-Cola is the master of extending a brand. The iconic ribbon isn’t pulled directly from the logo, but it’s instantly recognisable as Coca-Cola.
Tone of Voice
Whether you are communicating with your audience via blogs, social media or in print media, the appropriate tone of voice needs to be adopted and maintained. Your branding needs to have a personality in order to evoke meaningful engagement between business and consumer.
This voice, created through brand language and messaging (aka content), can help to build trust and empathy with your audience. It’s your way of telling your audience what your business is all about, where it came from, and what it can do for your consumer.
Rob Pomfret, Designer at eJIGSAW:
“Branding your business is about telling the company story. Every decision is made from the experiences and ideas behind the client’s inspiration, however quirky.”
Consistency Across All Platforms
Once your visual identity and tone of voice have been decided, you must ensure they are communicated consistently across all platforms, whether that be on your own website, social media, or on third party sources.
If you have undergone a rebrand, do all your platforms have the updated logo? Do you engage with your consumers in the same tone of voice on Twitter as you do on Facebook?
Maintaining this brand consistency ensures that the information you are providing your audience is clear and focused, ensuring they do not feel misled or confused about your business. A consistent brand is the first step to becoming a well-established, recognisable brand.
Are you struggling to communicate your brand identity effectively and like the cut of our jib? Whatever your branding and design needs, we’re here to help. Take a look at our branding case studies and get in touch with our uber-talented design team today.