Building A Brand From Scratch: Secure The Basics Of Your Brand

February 24, 2022
Authored by:
Kari Amarnani
Featuring:

Building a brand from scratch and having it stand out from the pack is no easy feat. A thousand questions come to mind.

What should my brand look like?

How should it make people feel?

Will it end up resonating with my target audience?

When you get down to it, brands are like people. They have a name, a personality, a face, a communication style, an outward appearance, and an inward mission. With these traits in place, they have different impressions on different people.

You can’t have a perfect brand, just like how there is no such thing as a perfect person. But you can come close to it by personifying who you authentically are by what you do and how you act. There are no perfect brands, but there are likable brands, and likeability can get you pretty far in the business world.

Every brand has a collection of tools that unite to exemplify who they are, such as logos, brand colors, products, voices, fonts, and so much more. These tools come together and affect how the brand is perceived. Like a domino effect, when one aspect crumbles, the others lose their acclaim.

That is precisely why building a brand is a challenge, and it’s why it can take years to fully form your brand from the ground up. You need to be clear with your goals as a business to flourish as a brand.

But no fear! There are some branding basics you can take care of right now that will build the credibility of your business and push you in the right direction. You may even gain more insight into the identity you want to construct in the long run.

One of the most important things when building a brand is consistency. You can’t achieve branding greatness without being thoroughly consistent and maintaining it as you extend your business to new directions. But you do have to decide what this consistency is going to look like and how it should make people feel.

In this complete guide, you are going to navigate every part of the brand-building process from scratch to construct a strong foundation for your business.

The Importance Of A Logo In Business Branding

Your business logo is one of the foundational bricks of your brand. The more recognizable your logo, the more successful it will be deemed.

  1. Why does your logo design matter?
  2. 5 reasons to be mindful of your business logo

How To Develop A Powerful Brand Strategy

With a solid brand strategy in place, your business can fully maximize the power of its brand, aligning creative elements with the company’s overall business goals and objectives.

  1. What is needed for a successful brand strategy?
  2. Constructing a brand strategy template
  3. 5 steps to come up with a brand strategy for your business

What Is A Slogan, And How To Make One For Your Brand

A unique and strategic slogan allows your business to be on the front lines and become relevant and memorable to a worldwide audience.

  1. What makes a good slogan?
  2. The 5 types of slogans
  3. 4 tips to create a great slogan

How To Choose The Right Brand Colors

Understanding the psychology of colors allows you to send a specific message to your target audience. They also promote brand recognition, brand association, and ultimately, total sales. Learn about the 8 different colors and their symbolisms for business.

Brand Marketing Strategies For Your Business

Brand marketing is the way that you promote your products and services in a manner that highlights your brand as a whole.

  1. What is the difference between branding and marketing?
  2. 3 steps for your brand marketing strategy
  3. 3 examples of businesses with great brand marketing

How To Decipher Your Brand Image Vs. Brand Identity

Brand identity is how the company portrays itself to the customers, and how the brand wants the customer to perceive it. On the other hand, brand image is how the customers actually perceive the brand.

  1. What is brand identity?
  2. What is brand image?
  3. What happens when brand identity and brand image come together?

How To Attain Brand Equity For Your Business

Brand equity is the ability of a company to differentiate itself from the competition by offering a superior product or service and excellent customer service.

  1. What are the benefits of brand equity?
  2. 4 ways to build brand equity

How To Make Your Brand Copy And Design Work Together

Both your brand copy and design come together to produce effective campaigns, launches, ads, websites—pretty much every marketing and branding element your business has to offer.

  1. Which do you start with, the brand copy or the design?
  2. 3 ways to make your brand copy and design work together

How To Create a Brand Persona

A brand persona is a set of personality traits, values, tones, and attitudes that your business takes on to connect with a specific market demographic.

  1. The 5 kinds of brand personas
  2. 4 ways to find the best brand persona for your business

How To Find The Best Fonts For Your Logo

There are different fonts that work well together and if you work through the system with patience, there’s a high probability that you’ll find the best font for your logo.

  1. What’s the difference between typeface and font?
  2. 3 requirements of a great font for your logo
  3. 4 tips for choosing the right font for your logo
  4. 5 compelling font combinations for your logo

Brace yourself! You’re about to be a brand-building expert. Let’s get started.

The Importance Of A Logo In Business Branding

Humans are visual creatures. You're more likely to remember a visually attractive message than just words. As you follow this logic, the importance of logos in business branding is hard to underestimate.

Your business logo is a widespread communication tool that appears across all product packaging, website, digital banners, annual report, business cards, and more. It's the face of your brand that's seen by all your key stakeholders, particularly your customers.

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Moreover, the design of a logo can have a substantial impact on brand performance and customer behavior. A logo's simplicity or complexity can influence investors' funding decisions, and its symmetry or asymmetry can boost brand equity.

Why Does Your Logo Design Matter?

When it comes to building a brand, creating the perfect logo is crucial for several reasons. A well-designed logo adds a ton of value to the brand. For example:

  • It can pique the interest of your customers
  • It can make you stand out
  • It can help with brand recognition and brand recall
  • It can even help you get funding by influencing investor's decisions

5 Reasons To Be Mindful Of Your Logo

Irrespective of the size of your business, it needs an identity. Your customers should know who you are, and a logo is the best way to achieve that. It can make you stand out and create your own unique space.

Here are five reasons why your business should have a great logo.

1. It Builds A Great First Impression

You only get one chance to make a great first impression, and your logo is the way to do that. What would you rather have your customer see: plain text on a blank page, or would you rather have an eye-catching logo design?

A well-designed logo is the best way to wow your customers instantly. It builds the right first impression and says all the right things about your business.

2. It Promotes Brand Loyalty

In the beginning, a good logo boosts brand recognition. However, as you build your brand, the same symbol can be a robust tool in cultivating brand loyalty. It gives your customer something to remember and cling to.

Depending on your business, it may be possible to distribute promotional brand merchandise that displays your logo and that your customers want to don and show off.

3. It Acts As Proof Of Your Professionalism

A business needs a logo. Period.

While a logo may not be a significant part of your business's day-to-day operations, it's still a critical brand element. Your customers expect to see a logo--even if it is simply your business name written in a nice font.

4. It Builds Trust In Your Business

You can create trust among your customers with a logo that positively communicates with them.

For example, if your logo is about a company that caters to sailors, your logo cannot talk to hikers. Let your design speak to your customer, and they'll start trusting your business.

5. It Sets The Proper Expectation

If, as a business, you can't create this essential asset, then why should anyone take you seriously? Maybe designing a logo is not one of your top priorities. However, your customers have certain expectations, and for them to consider you as a credible business, you'll need to give your business a face.

A logo is a vital aspect of building a successful business brand. It’s as simple as that!

How To Develop A Powerful Brand Strategy

The primary goal of a successful long-term brand strategy is to let your users know that your brand exists, know its purpose, and what defines it. A branding strategy is a fluid strategy that often needs to be revisited over time based on its success (or lack thereof).

The success of a brand development strategy is not always very straight and easy to measure. Branding strategies often involve intangible, difficult-to-quantify elements and, when building this kind of strategy, defining how success will be measured should be defined from the beginning.

Every company will approach how to measure success differently, but the results will include similar elements in their strategies.

What Is Needed For A Successful Brand Strategy?

Answering the following questions can be a good starting point in drafting a successful brand strategy:

  • What are your brand's objectives and how do you communicate them? – What problems will your brand solve, and how will it benefit its intended customers?
  • How do you identify your ideal customers? – Who will benefit from the brand? How do these customers feel, and how would they like to feel?
  • How do you identify your competitors – Who is already giving your potential customers what they want and how?
  • How do you engage potential customers? – What personality and tone of voice will your brand have to achieve its goals?

How To Construct A Brand Strategy Template

Having brand strategy templates can guide your business in the right direction. They help you organize and allocate specific business priorities in a way that unifies your brand’s elements. It may sound complicated, but when you take it one step at a time, you achieve so much for your brand.

Follow these steps to create a solid brand from the get-go:

Step 1: Determine The Heart Of Your Brand

The heart of your brand comprises its history, values, purpose, vision, and mission. Take the time to understand your brand’s belief system. People connect to ideologies that resonate with them, and the heart of your brand can form a bond that shows them why they should invest in you.

Step 2: Determine The Essence Of Your Brand

The essence of your brand is in its personality. Try thinking of your brand as a person with a distinct personality. Describe them and convey these brand traits in everything you create and do.

Your brand personality is what separates you from the pack. What are the attributes and characteristics of your brand? Is it fun and quirky? Is it formal and professional? Curious? Sophisticated?

The options are endless. And whatever personality is best suited for your brand, it must be consistently shown to the world.

Step 3: Determine The Communication Of Your Brand

How you communicate with your customers is in your brand voice and tone. The two regularly get mixed up, but their differences are stark. Once you have established your brand personality, figuring out the tone and voice is a simple feat.

Your brand voice is the way you speak to your audience. Every brand voice is unique depending on the personality and industry of a business.

Your brand tone is essentially a depiction of your attitude and disposition. If a brand voice is how you communicate, a brand tone is how your audience perceives this message.

Step 4: Design The Visual Identity Of Your Brand

Now that you have your brand’s heart, essence, and communication, it’s time to translate all those branding characteristics into your designs. The visual identity of your brand comprises the logo, brand colors, different types of fonts, and typography of your business.

Did you know that 65% of the global population are visual learners? People respond to designs because it is more easily digestible than content that requires effort to be perceived. In fact, people form first impressions in a matter of seconds. This is why the visual identity of your brand is fundamental in developing a bond with your audience.

Step 5: Make Your Brand Elements Come Alive

Coming up with a brand strategy isn't the end of the road. Brand-building never stops. It is important that you make your efforts come to fruition by regularly making your brand shine through in everything that you do.

5 Steps To Come Up With A Brand Strategy For Your Business

Unfortunately, there’s no set formula to create a successful brand strategy. Every business is different and requires a different brand strategy.

However, there are some best practices you can follow to make sure your brand strategy is as foolproof as possible.

Step 1: Identify Your Brand Positioning

First things first, you need to identify where you want to position your brand in the marketplace.

This means spending some time figuring out where you want your brand to sit in the marketplace and how you want consumers to perceive your brand. Without this information, your entire brand strategy won’t have a leg to stand on.

Step 2: Align Your Brand Strategy With The Business Strategy

To create a brand strategy for long-term success, it must align with your business strategy. After all, if your brand strategy doesn’t contribute to the overall growth of the company, it’s not serving its purpose.

Think of your business strategy as the context from which your brand strategy is created.

Use your business goals, objectives, and KPIs to guide your brand strategy. As a result, everything in your brand strategy plays a role in the overall growth and success of the company.

Step 3: Identify And Understand Your Target Audience

Creating a brand strategy is pretty pointless if you don’t know who your target audience is. Without knowing who you’re targeting, your brand strategy can lack the direction it needs to target the right people and be successful in the long run.

Market research helps you figure out who your customers are, determine what their perspectives and priorities are, and allows you to tailor your brand messaging to resonate with them. ‍

In other words, it helps you to understand your target audience and identify the best methods to engage with them.‍

Step 4: Create Relevant And Useful Content

it goes without saying that content should be part of your brand strategy. But we’re not just talking about any old content. Your brand strategy must include content that is both relevant and useful to your target audience. ‍

All of your content needs to have purpose and relevance. This will ensure that your target audience finds it both useful and interesting. It also helps to make sure that your brand strategy is built for the long haul. ‍

Step 5: Collaborate With Other Brands

Strategic partnerships can be incredibly useful for developing your brand strategy. The process involves partnering with other companies to cross-promote your product or service.

‍As a result, you get to reach a new audience, increase your brand awareness, and provide added value to existing customers. ‍

Using this information, you can give yourself a solid starting point to continue growing and developing your business.

What Is A Slogan, And How To Make One For Your Brand

What is a slogan, and why do you need it? A slogan is a catchphrase representing a product and a company, communicating the key message you want consumers to associate with your brand. ‍

This paves the way to its key trait: slogans must be memorable. They give people an insight into what your business stands for and how your products or services will benefit them.

Naturally, a slogan must relate to your brand, but it must also paint an invisible picture of what your brand stands for. A great slogan is one that represents the essence of your business—its mission, vision, and goals. Though slogans are often just a few words, they can take hours, weeks, even months to perfect.

What Makes A Good Slogan?

Here are three characteristics that make for a quality slogan:

  • Memorable: It is simple, brief, sometimes funny, and it sticks out in your user’s mind after having only heard it once or twice. It must roll off the tongue and be impactful.
  • Friendly: It creates a positive and approachable image for the business. The best slogans are lively and positively persuasive, which leaves a lasting impression on consumers.
  • Understandable: It explains the essence of a company or product simply and clearly. By only reading a few words, customers should understand what they can receive or feel when they buy a product or enlist a service.

The 5 Types Of Slogans

Here are five different types of slogans for you to choose from:

1. Business Slogans

Business slogans are informational. The purpose of a business slogan is to convey the values of your brand. Whether it is confidence, self-love, trust, or revolution, communicating these values in a slogan helps businesses better connect with their users.

2. Descriptive Slogans

A descriptive slogan is a phrase that depicts what your business provides and stands for. Descriptive slogans should be something that consumers can visualize. If you aim to send a clear and literal message to consumers, descriptive slogans are the way to go.

3. Persuasive Slogans

A persuasive slogan is a compelling message to convince potential customers to give your product or service a try. If you want to write a compelling slogan, explain why and how the brand can beneficially affect them.

4. Creative Slogans

Creative slogans spark and increase the response of customers. Companies that want to uphold a standard use clever slogans that are often a little outside the box. Comedic slogans also fall into this category due to their unconventional but effective messaging.

5. Emotive Slogans

Emotive slogans spark an emotional response among users. These slogans are more than selling a product or service— they make you feel something. They are usually short. However, they require extensive psychological research time to ensure that it evokes the right emotion for what the brand represents.

Though every type describes varying qualities of a company, how do you know whether a slogan is well-written?  

4 Tips To Create A Great Slogan

Here are four tips to keep in mind when creating a slogan:

1. Know What Makes You Special

What makes your business unique? How is it different from the competition? You must know your unique selling point to create an effective slogan. Once you do, you may repeat the saying in flyers, brochures, basically any marketing communication.

Instill in customers' minds that there is no business like yours, and achieve that with a memorable and impactful slogan.

2. Know Your Target Market

You can have the best slogan in the whole world, but it won't make a difference if it does not resonate with and reaches your target market. Ideally, your customers should feel like you are talking to them directly.

Regardless of the industry, a great slogan helps you stand out from the crowd and attract the right audience. A good rule of thumb is to keep it short and straightforward— remember what you aim to accomplish with it.

3. Make It Classic And Timeless

Your slogan is a success once it stands the test of time. However, there is no way of knowing that now. To ensure its timelessness, try to create one that will remain relevant for the years to come. Avoid phrases or words stuck in a temporary trend that nobody would understand ten years from now.

4. Keep It Consistent With Your Brand Voice

Are you humorous, formal, abstract, sophisticated? Make sure your slogan is aligned with your brand voice to establish consistency. A specific tone across will help your branding stay consistent and speak effectively to your target audience.

Catchy and memorable slogans are vital in any marketing setting. The best company slogans are instantly recognizable, ultimately, because people remember them. And you, as the brand, should create a slogan that people want to remember.

Check out this great tutorial on coming up with an awesome slogan for your brand:

How To Choose The Right Brand Colors

Understanding the psychology of color can help you choose the most suitable and relevant hues for your brand. Brand colors aid in building trust and eliciting certain emotions that customers can associate with your new business.

Have you noticed that most popular brands have strong associations with their logo? This is because their brand colors (which almost always feature in their logo) strongly reflect their business principles. Some are so established that they don’t need to involve text.

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Your brand colors should completely align with the emotions and impressions you want to instill in customers and prospects. Every color evokes a different response in users, but there are core symbolisms that create a subconscious connection.

Below is an overview of brand colors and what they would mean for your business:

1. Blue

Blue is a popular choice among brands because of its association with security, trust, and confidence. Blue puts people at ease with an air of calmness and serenity. Some of the top brands in the world utilize blue as a brand color because it suggests integrity and dependability.

2. Red

Red is a brand color that has been gaining traction in the last couple of years. One of the benefits of using red is its ability for attention-grabbing, leading to a boost of memorability. Red evokes a fiery and visceral response that creates an atmosphere of excitement, easily capturing the attention of anyone who sees it.

3. Green

Green evokes feelings of freshness and growth. From a business perspective, green can also symbolize prosperity and transparency. Choosing green as a brand color shows that you are dedicated to business growth and success.

4. Purple

Purple is the color of sophistication and mystery. From a business perspective, purple takes on a different light, one of luxury and royalty. Many brands use purple for their high-end products due to its association with elegance.

5. Yellow

Yellow is a popular choice for businesses that want to exude positivity and mental stimulation. Yellow is a representation of the sun, a symbolism of optimism and hope. Similar to red, yellow can easily catch one’s attention due to its bright element.

6. Orange

If you want the positivity of yellow and the power of red in one combined color, orange is precisely that. Orange represents a unique blend of motivation, friendliness, and adventure. Businesses that use orange as a brand color portray an outgoing and lively zest for life to their customers.

7. Black

Black is a popular favorite among many brands, and there’s a reason for it: it’s a timeless classic. Black’s sophistication effortlessly makes businesses stand out. It is a versatile choice as the color can be used for both the basic and the luxurious. Black is a powerful element that can easily mix with other colors yet always retains its appeal.

8. White

White is a representation of a blank canvas—clean and full of potential. It evokes purity and trust, making it a go-to brand color for many businesses in the healthcare sector.

Though it fits perfectly with some niched industries, white can pretty much be used for any business regardless of the industry. In fact, it’s encouraged. White as a brand color can also be categorized as the ‘space’ that emphasizes the other hues. This is known as white space, and it is a fundamental principle of design.

Brand colors are powerful. They allow you to build a genuine and emotional connection with your target audience. If you believe in these colors and use them consistently, the sight of a particular color can instantly remind users of your business.

Brand Marketing Strategies For Your Business

The ultimate goal in brand marketing is to seamlessly combine your brand’s identity, personality, and values into an effective communication structure curated for your audience.

Think of your brand as the bridge between your product and your customer.

Brand marketing is not just about plastering your name and logo in as many places as possible and expecting an increase in sales. It’s building an undeniable connection with your audience that makes them say, “Hmm, I’d love to learn more about you!”‍

What Is The Difference Between Branding And Marketing?

Branding and marketing may share a fair common ground but they're quite different from each other. The article uncovers the nuanced yet fundamental disparities between branding and marketing and how you can implement this when starting your new business.

At different stages of your business, either branding or marketing can take the front seat of priorities. In the early stages, building a solid foundation for branding is essential in constructing a clear and consistent brand identity. Once your brand’s characteristics come to life, marketing follows.

Marketing is essentially finding ways to best showcase what your brand is and what it has to offer. Branding and marketing need each other to render fruitful gains and engagements, and they need to be consistently developed over time. When used together, they have the potential to complement each other in the best ways.

3 Steps For Your Brand Marketing Strategy

Below are three essential brand marketing strategies that will surely help in building your brand:

1. Identify Your Target Market

Who is your target market? Who are you trying to reach? If your answer is “everybody,” then it is a rookie mistake. A target market can’t be too broad as you’d just be setting yourself up for a downfall.

Instead, focus on a clearly defined audience—the more narrow the focus, the faster the business growth. If you focus on a vast and diverse target market, your marketing efforts may become diluted and disorganized.

2. Come Up With Your Business Name, Slogan, And Logo

Your business name, slogan, and logo are fundamental key pieces for your brand. They are the elements that people will perceive the most about you, so they need to be solid, relevant, and memorable.

Remember that your business name, logo, and slogan are not your brand. They are significant aspects of your brand identity but your brand as a whole is how you communicate and symbolize these elements in everything you do.

They’re not immediately effective because they exist, they become effective when you take steps to get there.‍

3. Develop A Content Marketing Strategy

Content marketing does many things that traditional marketing does with an edge in spreading helpful information and evoking an emotional and meaningful response in your readers. Educational content can attract, nurture, and qualify consumers to grow an inclination towards your brand.

3 Examples Of Business With Great Brand Marketing

Here are three brands that implemented effective brand marketing strategies with long-term and flourishing results:‍

1. Nike - The Importance Of Brand Values

From the very beginning, Nike had one mission in mind: instill specific brand values in consumers’ minds. Nike employed its marketing strategy to evoke their beliefs into their products. What beliefs? Innovation, performance, athletic excellence, and overcoming adversity.

Nike’s branding and messaging are rooted in empowerment, and their slogan “Just Do It” expresses that clearly and coherently.

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Nike's brand marketing strategy is a nod to athletes and people everywhere to do their best every single time in every situation. And this brand perspective can never go out of style.

2. Netflix - The Importance Of Brand Innovation And Engagements

Netflix provides accessible streaming services to millions of customers in over 100 countries all over the world. Its digital marketing strategy is a true example of the impact of building positive engagements.

Netflix offers members the opportunity to watch any of its content on any screen connected to the internet at any time and any place. The service is designed to be fully accessible and lacking many restrictions commonly found in other streaming platforms.

Understanding its target market to a tee, Netflix knew early on that its audience is widely active on social media. It curated a marketing strategy from there with outstandingly positive results.

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3. GoPro - The Importance Of Social Media Marketing

It’s not easy to provide products and services reputable enough to be “the best” in your industry, but GoPro did precisely that and more.

The product itself is effective, but how did GoPro get such a massively positive reputation in the photography industry? They did so with a unique marketing approach.

GoPro's editing program creates videos for customers with start and end frames that feature its easily recognizable logo. So every time a user posts a video, the brand’s elements are exposed to everybody that views it.

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How To Decipher Brand Image Vs. Brand Identity

Brand image vs. brand identity— both subjects have much to do with consumer opinion, but they have a distinct difference.

Brands spend a lot of time on their identity for a good reason. When your brand identity is out in the world, brand images start to form, and you want them to be as positive as can be.

What Is Brand Identity?

Your identity is what makes you, well, you! And your brand identity follows the same concept. What is it about your brand that sets it apart from all the others in the industry you have chosen? The answer lies in its identity.

Ultimately, your brand identity is who your brand is as an entire corporate entity. It has a personality, unique views, and a drive to accomplish something meaningful. It is what separates you from countless competitors. It shows your target market who you are, what they can expect from you, and most importantly, why they should choose you.

What Is Brand Image?

Simply put, a brand image is how customers perceive your brand. It’s how they feel about your brand. In a way, your brand image is a direct correlation to your brand identity. How you want your audience to feel and think about you is dependent on how you constructed your brand identity.

Unlike brand identity, which you must begin forming right away, your brand image develops over time. Your audience will build an idea of your brand based on observations and interactions with you.

What Happens When Brand Identity And Brand Image Come Together?

As it was stated above, brands are like people. When you meet a new person, you subconsciously assess their personality—how they talk, look, and operate. Then, you begin to form a perception of this person based on your interactions. This perception of them can also be influenced by what other people tell you about them.

Put your brand in the shoes of the person you met. How can you guarantee to be well-liked by everyone you meet? There is no guarantee, but effort is a determining factor. Your brand must strive to be well-rounded, engaging, and dependable.

What makes a brand image tricky is that control over it is almost non-existent. That’s why it’s important to always align with your brand identity in every single move you make as a brand. Does your brand believe in reliability as a core belief? Offer outstanding customer service and support. Is your brand voice encouraging and friendly? Be consistent with that across all news and platforms.

Consistency between your brand identity and brand image is the key to having a successful business.

How To Attain Brand Equity For Your Business

Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent.

Companies can create brand equity for their products by making them memorable, easily recognizable, and superior in quality and reliability.

Brand equity is a company’s most valuable asset, yet you won’t find it on a balance sheet. It’s an intangible asset.

What Are The Benefits Of Brand Equity?

A company with substantial brand equity enjoys three clear competitive advantages.

1. Higher Sales

Brand equity gives a company recognition in the market and within its relevant audience. Customers tend to spend more on the brand instead of buying cheaper alternatives from other brands. Brand equity can build brand awareness and support the company’s marketing efforts, yielding better sales numbers.

2. Profitability

Companies with brand equity enjoy a healthy top and bottom line. When customers see your brand as better than the competition, they will pay a premium for owning it. That enables the brand to enjoy higher sales and profitability over its competitors.

3. Lower Costs

Brands with substantial equity have better negotiating power with their distributors, manufacturers, and vendors.

Distributors and manufacturers want to work with you as it gives them credibility and will often do so at lower prices. Vendors want to stock your products because you have a loyal base of customers willing to pay a premium for your products.

4 Ways To Build Brand Equity

Let’s look at four ways to build strong equity for your brand:

1. Understand Your Customer’s Needs

If your brand claims to be customer-centric, you need to understand the customer’s needs and values. You then need to fulfill those needs to create a positive sentiment in the customer’s mind.

To understand your customer’s needs, create buyer personas. Buyer personas are semi-fictional representations of your ideal customers. They’re semi-fictional because even if the names and faces are fictional, their characteristics, such as demographics and pain points, are based on actual data about your target market.

2. Build Value In Your Offering

Once you know the customer’s needs, ensure that your product or service goes above and beyond these needs. Build added value by surprising and delighting the customer with benefits they weren’t expecting.

Brand equity is transferable across a company’s product range. For instance, because Samsung is the market leader for high-end audiovisual products, its brand equity gets transferred to other Samsung products, such as tablets and smartphones.

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3. Stand Out From The Competition

Brand equity is built by competing against and beating the customer’s expectations. That will help you stand out from the competition in the customer’s eyes. At the same time, differentiating your brand from the competition is an integral part of a healthy brand strategy. Apple does this well!

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Being innovative and constantly coming up with new products and services is easy to differentiate yourself from the competition. If you can offer something new, your customers will view you as standing out from the competition.

4. Positive Customer Experiences

Your customer’s experience with your products, services, and brand is the most crucial factor in building your brand equity. Brand experience is built on tangible factors like product quality and features. It is also built on intangibles like the quality of your customer service.

Unless you offer your customers a great brand experience, you cannot hope to build brand equity of any significance. Since customer experience is a combination of several factors, you need to seek excellence in all of them before building your brand equity.

Building brand equity starts with a company shifting its internal and external focus to the consumer. Organizations should proactively focus on the brand image. They should also focus on how each action contributes to building awareness and perception.

How To Make Your Brand Copy And Design Work Together

How do you make your brand copy and design work together for optimal results?

Individually, each component is a fundamental priority in getting your brand message across successfully. But do they need each other to perform well? The short answer: a resounding YES.

Like design, a brand copy is all about efficiently getting a specific narrative across to your audience. Design is visually satisfying imagery, which does wonders in its own light. Still, brand copy appeals to the consumer’s personality, interests, and sensibilities. A feat that design may be unable to undertake alone.

Which Do You Start With, The Brand Copy Or The Design?

Many businesses decide to start with their design rather than the brand copy, and for a good reason. Think of your visuals as the ground for your content to stand on. You can have powerful words, but without that attractive and eye-catching pull, who’s going to read them?

You can also start with your brand copy, which is ideal for large or hard-hitting campaigns and launches. If you have complete confidence in what you're serving to consumers, let your words emanate that perfectly. You can then create a design that represents your content to a tee.

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At the end of the day, it’s not about deciding which goes first—it’s about striking that perfect balance. And to do that, you must begin by having a basic idea of what your brand copy and design look like. Seriously, visualize it. Then, take your brand identity into account. What is the best way that you, as a brand, would communicate this message?

3 Ways To Make Your Brand Copy And Design Work Together

There are more strategies to ensure that your brand copy and design work together flawlessly, including some common mistakes you ought to stay away from.

1. Use Every Design Element To Draw Attention To The Brand Copy

Design is a navigator towards the understanding of the overall message. Every single graphic element should be utilized in drawing attention to the headline, eventually leading to your brand copy.

This is a rule that tends to get overlooked in the hubbub of creating a good overall design. Remember, the design is not an anchor but a powerful arrow—point it in the proper direction.

2. Use High Contrast For Fonts

If your audience can’t decipher your message immediately, your efforts turn to mush. Use high contrast for fonts to secure legibility. It pulls the design together and makes your brand copy easily understandable.

If you have a dark background, use light fonts and vice versa. Once again, this is another rule that sometimes fails to be observed in the goal of creating a cohesive message. Don’t allow your efforts to go to waste simply because it wasn’t readable.

3. Make Sure Your Font Doesn’t Blend Into Your Background

Both components need each other to shine, and they must be adjusted to suit the other’s needs. A font is often placed on a specific background, which may fade and render the visual… just a visual.

Without the words, it’s just a design. You’re going for symmetry here, so do this: imagine your design as a magazine cover. There’s much to take in, yet somehow all the elements work well together. No matter how extensive the design is, the text remains easy to read.

Having your brand copy and design work well together is a significant asset, and they are powerful pillars that allude to high-quality offerings. Don’t skimp on one to fulfill the other. Focus on balance first and foremost, then prioritize readability in every crevice of the visual.

How To Create A Brand Persona

Truth be told, a brand persona has the potential to impact whether a customer makes purchasing decisions, and in the best-case scenario, becomes a loyal and returning buyer.

The business strategy is reminiscent of organic everyday human interactions, making it an intuitive process with marketing-centered fine-tuning, of course.

For example, if you talk to a child, you would naturally engage with them in a fun, light-hearted yet authoritative way. If you are conversing with a senior citizen, you would communicate in a soft, gentle, and clear manner.

The same goes for brand personas—what are the attributes and qualities you need to embody to reach your audience?

Check out this short video on brand personas and why you need it:

The 5 Kinds Of Brand Personas

A brand persona is a framework that guides a business in shaping the way people feel about its products and services and the company as a whole. These five brand personas are an excellent place to start:

1. Excited - This brand persona is engaging, adventurous, and willing to undertake all tasks to help their customers.

2. Caring - This brand persona is highly reassuring and genuinely cares about their customers’ needs and preferences.

3. Competent - This brand persona is a highly skilled and professional leader, ready to solve problems at the bat of an eye and sway users to act.

4. Rugged - This brand persona does not live in a box. Edgy and rebellious, this person jumpstarts action to get things done and live in liberation.

5. Sophisticated - This brand persona exudes excellence and prestige, inspiring customers to give themselves high-life experiences.

These are among the many types of brand personas, so don’t limit yourself with options. If one inspires you the most, feel free to go for it and tweak the personality. As long as your brand persona embodies your business, you are good to go.

4 Ways To Find The Best Brand Persona For Your Business

So, what are some simple steps you can take to start developing your brand persona? Consider these four steps as a strong jumping-off point.

Step 1: Talk To People

This step is essentially the research phase, and your goal is to gather as much information about your market audience to create the most accurate brand personas.

Even if you have solid and lasting relationships with your customers, it would still do you well to remove the guesswork from the equation and go straight to the source.

Get information (via chats, calls, emails, feedback forms, surveys, etc.) from your existing customers. Keep your questions as simple as possible. You may also want to consider asking them how your products and services impacted them and solved their problems.

Step 2: Consolidate Your Customer Responses

You have all your information, and now it’s time to organize and categorize every entry. Gather your team and start listing out the customers’ ages, pain points, etc. It doesn’t need to be perfect right away. You can always refine your list later. Right now, the goal is to see the bigger picture and get a good grasp of your target audience.

Step 3: Create A Rough Draft

Set aside an hour or two with your team because you are now at the core of the process. First, come to an agreement on how many brand personas you need for your business.

Second, identify your audiences and create drafts. Follow this format:

  • Name - Give each brand persona a relevant and appropriate name.
  • Age - Include an age range for each brand persona.
  • Gender - Ensure you have at least one male and one female brand persona.
  • Job title - Not every answer has one, so you may replace this with another defining attribute.
  • Channel - Identify where they spend the most time on the web.
  • Pain points - There may be multiple pain points per answer, so consolidate them by including the 3 to 5 most common overall pain points.
  • Impact - Include their information on how your products or services alleviate their pain points.

By the end of this process, you should ideally have a distinct set of specific brand personas. Take note that this step does not have to be finished right away. Take as much time as you need.

Step 4: Finalize Your Brand Personas

Once you have your draft personas, it’s time to test them out. Feedback is one of the most critical aspects of managing a business and its branding structures. You don’t truly know if something works until you see it happen before your eyes.

Give out and circulate your brand personas for feedback and critique from suitable people, such as your branding team, sales team, consumers that fit these demographics, etc. Receive their feedback, and refine as needed.

At the end of the day, a brand persona is about wanting your customers to feel like they know you and are a part of your experiences as a business.

A friend, a guide, a mentor—your brand persona is the bridge to long-lasting relationships that build your business to its fruition.

How To Find The Best Fonts For Your Logo

Best fonts for a logo? A simple question with a complex answer.

Choosing logo fonts can be tricky. The beauty and complexity of type, combined with an exhaustive supply of options and innumerable combinations, can make the decision difficult.

While there’s no easy-to-follow formula, there are rules and tried and tested principles that can help you with how to choose a font for your logo.

What’s The Difference Between Typeface And Font?

A font is what you use; a typeface is what you see.

A typeface refers to a group of characters (letters, numbers, and symbols) that share the same design and characteristics. Most typefaces have many fonts within the confines of the overall design. For example, Helvetica and Times New Roman are popular typefaces with a wide range of fonts.

A font is a particular size, weight, and style of the typeface. You can find tons of fonts for a specific typeface. Taking the Helvetica example above—12-pt Helvetica is a font. 14-pt Helvetica is a separate font. And the nuances are endless!

A 12-pt Helvetica Light is an entirely separate font from a 12-pt Helvetica Bold. Though these fonts differ from each other, they have a particular typeface: Helvetica.

A font and a typeface are like a song and an album. One comprises the other, but they do all come together in the end as long as you communicate your preferences well.

3 Requirements Of A Great Font For Your Logo

Whatever may be the case, the font you choose for your logo needs to strike a good balance between these three requirements:

1. Legibility

Legibility is the typeface design as in the width, stroke, whether it has serifs or not, and if there are any unique elements in it. A legible typeface makes it easy to tell one letterform from another. For example, decorative fonts have low legibility because they’re meant to be seen at a glance and not something you read at length.

Tips for choosing logo fonts that have high legibility:

  • Choose fonts with conventional letterforms (for example, serif and sans serif)
  • Choose fonts with generous spacing making them easier on the eyes
  • Choose fonts with a tall ‘X-height’

2. Readability

Readability is when type style, size, leading, color, tracking, and all other design elements come together to form an overall impression. They determine how easy it is to read the text on your logo.

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Tips for choosing logo fonts that have high readability:

  • Look for fonts that were designed for readability
  • Align text to “right ragged” for comfortable word spacing online
  • Ensure your line height is greater than the point size of your font for multi-line texts

3. Appropriateness

Some of the best fonts for logos are ones that conform to the aesthetics expected by the users for whom the design is intended. Fonts can play a huge role in evoking a strong reaction like excitement or panic, but the readability of the design and the text itself can take your logo design to another level.

Tips for choosing logo fonts that have high appropriateness:

  • When selecting a font, write it out in a sentence and then think of the emotions it exudes. Is it serious enough? Or appropriately funny?
  • Trust your gut, but have strong points to defend your choice of font for the logo
  • Show the font to a friend and ask them what emotion does it convey?

4 Tips For Choosing The Right Font For Your Logo

Here are a few tips to keep in mind when choosing a font for your brand's logo.

1. Understand The Personality Traits Of Different Fonts

If you don't have typography expertise, you may not be familiar with all the different font categories. Knowing what a particular type of font communicates can be good when thinking about how to choose a font. This will ensure that the font you pick aligns well with your brand personality.

2. Seek Inspiration From Those Who’ve Been There, Done That

The chances that another designer has already gone through similar dilemmas to yours and found a solution is high. Designers in the past may have experimented with the fonts that you’re considering now.

Websites such as Fonts In Use are great resources to see fonts and typographic choices made by designers across different industries. See what they’ve done and how they’ve deployed different fonts in their design. Oftentimes, simple, boring, and familiar fonts do the job well.

There are good reasons why some fonts get used a lot over others for specific purposes--they work exceptionally well.

3. Avoid Being Unoriginal

The desire to do the obvious is highest when you’re starting with a logo design project. Work through it and move forward to see how different fonts can be used in ways others might not have imagined. This is where true creativity and design skills kick in.

Avoid choosing something so blatantly obvious that it hides your critical thinking and design skills. The best fonts for logos are choosing and adapting to the design to meet the criteria mentioned above.

4. Don’t Be Afraid To Break The Rules

Start breaking rules only after you’ve understood them thoroughly. Knowing the basics will help you make intelligent choices with your logo design. It’ll also help you identify the rules made to break and how to transcend conventional choices.

You might have to go through a hundred and one ideas before you find the winner, but focus on the process more than the result and you’ll have fun. Good knowledge of type and fonts gives you the ammunition to be creative.

5 Compelling Font Combinations For Your Logo

Great font combinations can transform an everyday creative work into an artistic masterpiece. Check out these five font combinations that totally work for logos.

1. Futura Bold & Souvenir

Futura is quite impressive on its own, but pairing it with Souvenir makes it even better. Souvenir is a Serif typeface. It was developed in 1914 by Morris Fuller Benton. Unlike Futura, which is clean and straightforward, Souvenir brings more personality to a brand logo. The font is lighter and a bit playful.

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2. Helvetica Neue & Garamond

Helvetica is also one of the best fonts for t-shirts. That’s key, especially if you want to create branded apparel to build brand awareness. Meanwhile, classical Garamond is a serif typeface popular in book printing. It is named after Claude Garamond, a famous Parisian engraver.

Helvetica Neue and Classical Garamond font combinations create elegant designs. Your design will be easy to read and interesting enough to stand out.

Source

3. Playfair Display & Source Sans Pro

Playfair Display is perfect for titling. The serif typeface is vivid and super crisp. It was inspired by the 18th-century European enlightenment when pointed steel pens replaced broad nib quills. That said, Playfair Display does look a bit modern.

Source Sans Pro makes Playfair Display look even more modern without losing its vintage charms. Source Sans Pro is also super clean. That’s why it blends nicely in the body text just below a Playfair Display headline.

4. Raleway & Lusitana

Raleway and Lusitana share strong chemistry. Raleway is a bold and functional typeface perfect for titles and headlines. Lusitana, on the other hand, is charming and inviting. Combine the two fonts, and you get a dynamic design that never goes wrong.

Lusitana is perfectly designed for long texts written in small sizes. That’s why it blends so well in paragraph texts when used alongside Raleway headers and subheaders.

5. Vidaloka & Roboto

Olga Karpushina and Alexei Vanyashin developed Vidaloka. The Didone display typeface has curling serifs making the font very charming. Roboto comes in to balance out the playful Vidaloka serifs. It makes your design a bit more “serious” and elegant.

Developed by Google as the font for android systems, Roboto is a friendly sans serif typeface. It is clean, simple, and easy to read. It helps reduce the playfulness of Vidaloka to deliver a professional design.

There’s an art to font combinations, and you have to be bold enough to experiment with different typefaces to master that art.

Conclusion

Learning about building a brand properly is arguably the most powerful marketing strategy in the world. Understanding your business in its entirety brings you closer to success and away from mediocrity.

Everyone wants to find brands they can wholeheartedly trust, and though you may have the willingness to provide, that is unfortunately not enough. You need to secure your branding requirements for your audience to perceive you as a business worth trusting. Why? Because it shows you care enough about your business to put in the effort.

Establish a successful brand that stands the test of time, and you’ll have everything you need.

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