You’ve got an amazing idea, created a must-have product, and want to capitalize on a gap in the market. What’s next? Brand creation.
We’re not going to lie, creating a brand from the ground up is not a simple process. There are many things to consider and getting it right is essential. A solid foundation means giving your business a shot at a strong future.
So, where should you start?
Stay On Target
Who is your business speaking to? Who are your competitors? What are they doing that you should be doing? Are they doing things that you shouldn’t be?
A SWOT analysis is a good jumping off point.
Finding out where you fit into the market should be the first step in your brand creation. Speaking to as many people as possible will quickly have your business blending into the background. Narrowing your focus will allow you to better connect with your target audience.
The best way to do this is by creating a customer avatar, and we already have a blog covering this topic.
You’re going to need to find the right tone to fit your business. Everyone has different preferences on how they want to be communicated with and this can often change depending on the product too.
If you’re selling coffins, a light, playful demeanour might not be the right choice. Taking into account how your customer is feeling and what problem they are trying to solve is essential to finding the right tone. As with all marketing, it all comes back to the customer.
It’s In The Name
Something simple that just makes sense can work. You don’t necessarily have to reinvent the wheel here, but you should dedicate some time to see what you can come up with.
Slot out an hour and never stop writing. Come up with any words that associate with your business or product. It’s always handy to use a thesaurus too, giving you alternatives you might not have thought to use.
Take advantage of free name generator tools, like NameSnack, as well.
Afterwards, you might still end up using the name you first considered, but at least now you know it’s definitely the right choice.
A Canvas Of Colours
Don’t think for one second that colours are “just colours”. You should be putting as much thought into them as possible.
Different colours trigger different emotional responses in consumers. Did you ever wonder why so many fast food chains use red in their logo and design? That isn’t a coincidence.
It isn’t just about a single colour either. Choosing the right colours, along with the myriad of hues and shades, will convey more than you think.
Learn more about the importance of colour in marketing by reading our other blog.
The entire reason you’re spending the time creating a brand is so that all of your communication is consistent.
Consumers should come to know your brand like a friend. They know what to expect, the things you value, and how exactly you can help them. This isn’t to say that different channels don’t require unique approaches, but one look at a piece of your marketing, and they should know exactly where it came from.
When it comes to brand creation, we’re simply scratching the surface here. Brands can grow and change as the business does. You need to dedicate the time and resources required to make sure your brand is relevant and stays that way.
Or just work with the right marketing agency: Siva Creative.
We build the best brands, websites, and marketing strategies in the business. If you’re not sure where you stand, we’ll even audit your website and social media, for free.