BEYOND THE LOGO RECAP

Putting yourself in the shoes of your customer will allow you to develop a branding and marketing strategy that is guaranteed to appeal to them. Research your audience and come up with client personas to really get into the mindset of whom you are targeting.

Come up with a list of around five values that summarize your approach to business. They can be based on emotions, ideas or statements – and can be publicized or kept between your team. These values will help you refine your vision, and can be translated into visual assets.

Communicating your values is important to strike the right chord with your target audience. Whether your style and tone is strictly professional, or more relaxed and approachable, make sure to remember with whom you’re trying to speak.

Creating a visual identity yourself can be overwhelming and take up valuable time, so it’s worth investing in a professional designer or agency to do this for you. If you’re on a budget, tap your network or find a recent graduate who will appreciate the chance to expand their portfolio for a lower fee.

Once your brand guidelines are finalized, stick to them! Share a document that outlines chosen typefaces, colors, logos etc with your team and encourage them to follow it whenever necessary. This consistency will enable people to familiarize themselves with your company, and help to build and grow a reliable customer base.