You may think that branding a new startup business or creating an identity for a new product would be easy compared to the process for an existing business. The thought of having a clean slate is so inviting to a designer. The reality is that often these projects can be guided by concentrating on three fundamental traits, which are vital for any successful brand.
- What are you branding?
- Who makes up your target audience?
- Who are your competitors? if you have any.
The main challenge is that what you’re branding can change at such an early stage, the customers can easily be displaced and your competitors can change within the blink of an eye.
These factors can be avoided by following some simple steps:
- Don’t rush, and be flexible! It’s important not to become too fixated in the final brand mark until you’ve got a clear understanding of who your customers are and what they really want.
- Avoid feature-based or descriptive brand names. Consider having an invented name. This stops the problem of your product or solution evolving but being left with a name that is no longer relevant.
- Concentrate on your brands promise and personality. Focus on attributes relating to emotional ideas rather than features. This will aid longevity in a brand and develop early buy in from both your customers and staff.
At Mackman we formulate coherent brand strategies and visual identities which have substance and longevity. For more information please speak to a member of our team by calling us on 01787 388038, or send us an email by clicking here.