04 May Help Your Clients Establish a Brand Identity
Do you or your clients have a new business? Are you still tweaking that logo every few days? Beyond being a recognizable symbol of your business and your product, creating a well thought out logo and brand identity package can make your life easier by establishing color and layout guidelines, typography standards, and establish the personality of your business in a coherent and reusable way. It not only lets your customers know who you are, it lets you know who you are when you inevitably need to design a new graphic, poster, ad, business card, etc. Here’s a fantastic list from SitePoint of 20 questions you need to consider when putting together your brand identity.
The article is also a great starting point for some soul searching about your new business. Since your brand identity literally reflects the image of your company, you have to be confident in what your company is and does. Some choice selections from the article:
- What does your business / product do? Remember this is not their corporate ‘About’ page. Instead, this should be on the lines of their elevator pitch. If they had just 30 seconds to explain their product to a customer, what would they say?
- What problem do you solve for your customers? What is the purpose of their existence (other than to make money)? If a business is not solving a problem or fulfilling a need for customers, then it’s not worth while.
- Who are your 3 main competitors (direct or indirect)? What do you like about their presence? What do you dislike about their brand identity? It pays to know who you’re competing against and what the industry norms are. Know them, learn from them, but don’t ape them. Do your own thing.
- What about your background or product or service sets you apart from your competitors? Why should your prospects buy from you or engage with you? Consumers today are spoilt for choice. If your clients can’t describe in a sentence or two what their USP is, steer them over to this explanation over at Kissmetrics and help them define theirs.
- Is there a unique story behind your business or business name or logo? People connect through stories. Storytelling is an effective way to create and sell a brand image. Find out what are the stories behind the business, the products, and the customers. The story creates the customer. Here’s how to tell a great brand story.
- Share 5 adjective or words that best describe your company. I love the simplicity of this. The words they choose convey a lot of meaning regarding how they see themselves, or how they want to see themselves.
Hit the link for all 20: Creating a Brand Identity