Getting started with branding: Step-by-step
1. Understand What Branding Is
Learn the basics: Branding is more than a logo; it’s how people perceive your business or product. It’s about creating an identity and emotional connection.
Example: Think about how people associate trust and innovation with Apple or fun and community with LEGO.
2. Start with Your Core
Ask yourself these foundational questions:
Who are you? What is your mission, vision, and purpose?
Who are you for? Identify your target audience. What are their needs, values, and preferences?
What makes you different? Define your unique value or competitive advantage.
What do you stand for? Choose 2-3 core brand values that will guide your decisions.
Tip: Write a short statement that defines your brand. For example, "We help busy professionals stay healthy by delivering affordable, high-quality meal plans."
3. Define Your Brand Personality
Imagine your brand as a person:
Are they fun and quirky or serious and professional?
How do they speak? (Casual, formal, inspiring?)
What’s their style? (Modern, classic, bold?)
Tip: Use adjectives to describe your brand, like “innovative, approachable, and reliable.” This will help set the tone for your branding.
4. Build Your Visual Identity
Design your logo: Keep it simple and memorable.
Choose your colours: Colors evoke emotions. Blue suggests trust, while red conveys passion.
Select fonts: Pick typography that reflects your personality (e.g., playful or sleek).
Create a style guide: Outline how your logo, colours, and fonts should be used to maintain consistency.
5. Develop Your Brand Voice
Tone: Decide how your brand will "speak" (friendly, knowledgeable, humorous, etc.).
Message: Write clear, consistent messaging that explains your brand’s benefits and values.
Example: If you’re a sustainable clothing brand, your tone might be empowering, and your message might highlight ethical practices.
6. Understand Your Audience
Research your customers. What do they care about? What problems are you solving for them?
Engage with them on social media or through surveys to understand their preferences.
7. Create Brand Touchpoints
Make a list of places your audience will interact with your brand:
Website
Social media
Packaging
Customer service
Ensure these touchpoints reflect your brand consistently.
8. Test and Refine
Launch small and gather feedback. Does your branding resonate with your audience?
Tweak your visuals, voice, or messaging based on their responses.
9. Stay Consistent
Use your branding consistently across all platforms and materials. This builds recognition and trust.
Train your team (if you have one) to understand and represent your brand properly.
10. Monitor and Evolve
Branding isn’t a one-time task. As your business grows, your branding may need updates to stay relevant.
Keep an eye on trends and audience feedback to refine your approach.
Practical Next Steps for Beginners
Write down your mission, vision, and audience profile.
Sketch out or hire someone to create a basic logo and choose a colour scheme.
Create a simple website or social media presence that reflects your brand.
Start communicating with your audience using a consistent tone and style.
Remember: Branding is about creating a clear, consistent story that people can connect with. Start small, stay authentic, and let your brand grow naturally.