What is a brand?
Your brand is the promise you make to clients when they do business with you.—Drew Boyd, Branding Fundamentals and Inside the Box
Successful brands have four important qualities.
They are authentic, relevant, consistent, and committed.
Building Your Brand
We’ll begin the process of developing your brand by posing a set of questions designed to illuminate what is most important to you and your endeavor.
- Who is your target audience and what beliefs do you have about them?
- What kind of promise will you make and is it the best possible one to choose?
- What kind of experience do you want your clients to have with your brand?
As we develop your brand, it will soon:
- show who you are
- share your values and core purpose
- make a promise to your clients
- set your brand apart from the competition
- inspire loyalty with clients and followers
- demonstrate how you live your values and purpose, and
- convey how you support your brand and continue to invest in it.
From there, we’ll create key statements for your brand: an identity statement and a purpose statement, along with a mission statement and a vision statement if your business will be cause-driven or if you lead a nonprofit organization.
Visualizing Your Brand
Finally, we’ll develop a visual representation of the intrinsic attributes of your brand concept. Let’s think of it as your digital brand book.
Depending on your needs as well as your budget, this may include:
- logo design
- color palette
- font styles
- image collection
- writing style
- tone of voice
Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed.
Bringing It Together
The output of your brand development is your digital brand book—a set of digital assets along with mutually-approved branding standards. When followed, they will keep your brand consistent and memorable.
Quite naturally, you may arrive at the decision to develop your brand after you have carefully thought about what types of products, services, or programs you would like to offer. Products, services, and programs are actually part of your marketing strategy, which often materialize before your brand concept.
A final thought on brands:
You must have a solid marketing strategy before you can build a solid brand strategy.—Drew Boyd, Branding Fundamentals and Inside the Box