The Secret of Branding for Startups!

If you’re looking to grow your business, especially with digital marketing, you probably know your company has to have killer branding to cut through the noise on social media.

That is why I wanted to share my thoughts on what a good Brand Identity means in terms of growing a brand in the digital space.
I will also talk about what you need to keep in mind when starting a branding project to make sure you come out at the other end with a well positioned and well executed Brand Identity system.

1. Brand Identity - Your Marketing Toolbox

 From the digital marketing and advertising perspective, having an effective Brand Identity means you’re clear on who you are and who you’re speaking to.

That audience insight paired with business positioning and leveraging your unique value proposition form the foundation for the brand identity, or universe as I like to call it.

Your Brand Identity visually represents who you are

Very simply put, the look & feel of your brand communicates to your audience what you stand for and what values you represent.
Are you an evangelist for simplicity in life or are you in favour of authentic experiences?

Brand Universe - your toolbox to build trust & authority

Coherence is one of main success drivers in the digital space. To cut through the noise you need to be consistent with the messages and visuals you communicate to the world.

For example, if your main brand colour is red, your visual assets need to be in line with that. There is of course, room for flexibility but that’s a conversation for a different time.

2. What are the essential parts of brand identity?

1. Logo
   First and foremost your logotype - a legible yet unique wordmark that displays the name of your business.
   
   It’s a good practice to also have a brand mark - it can be the first letter of your wordmark or even a unique icon.
   
   The reason for that is that you will need to use it in the favicon on your site and also this could be a great profile picture for the social profiles of your business.

2. Brand Identity System
   
   Your colours, typography and layouts.
   It’s a unique combination of the design elements that make up how your brand can be applied to various brand touchpoints.
   

3. Brand Universe
   Your brand device (a unique pattern, shape or treatment), photography and/or illustration and motion graphic language.
   
   There is more to the Brand Identity than just the logo. The creative strategy for your brand will dictate the look & feel of the other elements that have a common goal - build the trust, authority and affinity with your ideal customer or client in the digital space.

4. The Secret of Effective Branding - 4 Questions to Start with
   
   A Brand Identity that represents your business needs to be based on a solid foundation of strategy. That strategy should cover the following:

1. Who is your Ideal Customer?
   Are you trying to attract one type of person or do you have multiple profiles of Ideal Clients (it’s also called a Buyer Persona at times, mostly in relation to any marketing activities).
   

2. Who are your competitors?
   Understanding where you have a creative opportunity in your market is key to forming an effective creative strategy.
   

3. What is your USP?
   How are you different to the others who are selling a similar service / product to a similar target audience? And how can you communicate that or even embed it into the DNA of your brand.
   

4. Define your Tone of Voice.
   This part can be much more complex however it boils down to - how do you sound when you speak to your customer? Are you the supportive teacher or the rebel showing a new way of life?

The investment you make into branding is more valuable than the monetary value you paid for it. It is a tool that is bespokely built to help your business grow and attract more of your ideal customer and in turn help you grow your business.

If done right (meaning, positioned well and executed in line with the current standards) it will not only save you time and money but will also serve as a great foundation to any marketing or advertising activities.

Hope this sheds some light on the world of branding and growing your brand in the digital space.
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If you have any suggestions, questions or just want to geek out over some creative topics, let’s connect on Twitter or Linkedin.

Anna Rewinska - Co-Founder and Design Consultant

https://www.bluedropstudio.com/

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