WHAT IS A BRAND?
The word “brand” is used pretty loosely these days. For example, people might use the word “brand” to talk about logos, though a logo is just one part of a brand. It’s a symbol that represents a deeper emotional tie.
A logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible. It’s emotional, visual, historical, and human. It’s an experience that separates different products and services in a world where quality is often comparable or the same.
HOW WE WORK
The first step is perhaps the biggest. Who are you as a brand, or rather, who do you want to be?
1. Understand who you are.
2. Identify your target audience.
3. Clarify what goods and services you offer.
4. Position yourself among competitors.
Building a brand strategy without knowing your target audience or your competitors is just shooting in the dark.
1. Create buyer personas.
2. Identify your competition.
The main objective of every brand identity is to create something distinct and recognizable by customers.
1. Brand name.
2. Color palette.
4. Brand voice.
All successful brands have a style guide for the usage of their logo and branding assets.
Your brand style guide usually involves sections governing your:
1. Brand story.
3. Logo usage.
5. Color palette.
Creating a brand is only the beginning.
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