1. Start with market research
Understanding your audience is key to creating the right brand identity. The better you define your target audience, the better you’ll be able to market your brand. Market research is the best way to find this information.
You should aim to understand the needs of your target demographic, how competitors are branding themselves, and how you fit into your customer’s lifestyles. You can do this research in a number of ways, including using social media insights, surveys, and focus groups.
2. Define your values, style, and tone of voice
Use your market research to define your brand. You should develop an adequate tone of voice and personality for your company that is recognizable to your target audience. This should be evident in every part of your brand, from its visuals to its slogan.
Defining your values is also important, so your customers can understand your purpose. Whether it’s sustainability, trustworthiness, or even simplicity, set your values early on so you can develop your brand identity around them.
3. Get help from outside your team
If you’re in the early stages of developing your brand guidelines, you’ll likely need outside help from agencies or professionals. There are individuals out there who build brand visuals on a daily basis, so they’ll be able to help you add extra zest to your branding, which you might otherwise miss.
If your budget is tight, try to loop your market research into this stage. Produce different versions of your branding and present it to a focus group or panel of your target audience. Try to leave your bias at the door and give weight to their suggestions.
4. Implement strong brand guidelines, and stick to them
The best way to develop strong brand visibility is to have strong branding – and stick to it. Make sure your entire team understands the importance of strong branding, so nothing slips through the cracks.
You should aim to solidify your brand identity in the minds of your target audience, so they can recognize your branding easily.