How to Create a Brand
Media moguls like Beyonce, Cher, Nicki Minaj, Puff Daddy, and others have done it. What, you may be asking? They’ve successfully created a brand. Now, your goals may be different than theirs. However, there are certain tips that are true across the board. Here are several things to consider in order how to create a brand.
First, it starts with a deep understanding of your target market. Who is it that your brand is aiming to attract? Once you understand who your target audience is, you’ll learn more about them. What are their other interests? Why do they need your product? In other words, you’ll be able to give a more granular approach to who all of your efforts are aimed at. Ideally, this will allow you to better speak to them.
Then, you can understand the voice you must employ for your brand. Will your brand be wholesome Americana? Are you going after an urban demographic like Nike did with their Colin Kaepernick ads? One of the most important factors of how to create a brand is to fully capture its voice, the personality of a brand. Once this is established, it serves as an easy marketing guideline. If you understand your brand, then you’ll know what will work and what won’t for it. For example, a business that’s focusing on establishing a friendly, customer-service reputation may not do well by approaching social media similar to Wendy’s.
A brand’s color scheme, which often falls under brand standards, is a crucial part of how to create a brand. Specifically, you need to understand that whatever colors you choose become a part of representing your brand. For example, incorporating blue in your logo gives customers the feeling of security, honesty, and sincerity. Choosing red invokes passion and excitement. Once you choose what your brand’s color scheme is, you should always use it, since the color scheme acts as a form of brand reinforcement.
Obviously, all of these aspects are intertwined. With this in mind, to create a great logo for your brand, you’ll need to understand your audience and utilize your color scheme (and brand standards). For example, you want to create a logo that works in today’s landscape, but won’t feel outdated tomorrow either. Again, this is where understanding your audience is critical. Keep in mind, your logo will be used on all marketing materials. So, if you can’t imagine the logo on a hat and on a website, you should rethink it.
If you need more help on how to create a brand, it’s best to consult with a marketing agency. Marketing agencies are great at understanding the need for branding, and how to execute.