The previous chapter- “How to build a brand 104” discussed the fourth step towards brand building. The chapter concentrates on the character development of any business for it to become a brand. This is done by highlighting the qualities of the product or service and how it benefits the user. It discusses in detail how the process is undertaken. It is a key part of brand development. We have explained it with examples. Do catch up on the link below if you have missed any step.
The next step is to provide mnemonics for the brand. A small picture is the visual identity of the brand. Dedicating a logo and a tag line for the brand is a part of creating multiple branding elements. A logo is what identifies the brand when there cannot be anything else. It is a creative representation of the brand used on multiple graphics and advertisements. The importance of branding elements is that these re-enforce the brand and can be used in any format of messaging. These are consistently used to build salience. Brands need to be prominent.
Step 1- Defined Audience For Brand
Step 2- Defined brand mission statement
Step 3- Competitive Analysis
Step 5- Create the branding elements
The next step in the tip is to create a visual representation of the brand. The branding elements are the most common thing that comes to mind while brand building.
The brand logo and tag line will appear on everything related to the business. Be it business cards, letterheads, advertisements, promotions, social media campaigns, handbooks, or anything that is created in the name of the business. The branding elements selected are not just the brand’s identity, it is the calling card. It is a visual recognition of the brand’s promise (promise of existence).
Flying this stage solo might just drown the whole ship. Branding and identity design experience is critical for building a brand. Branding elements, especially logo designs and tag lines should be designed by a professional designer or creative agency. This is to ensure that the business has an enduring and original mnemonic for all platforms.
A business also requires brand guidelines for consistency in the application of the logo for future endeavors. Using a creative professional agency for the same would be an intelligent choice.
But before any business dives into the depth that requires creating branding elements. Each and everyone needs to research the basic elements of logos. Research can be an industry-centric or cross-industry.
We have mentioned a few specifications you need to look for. Do note that these pointers are practical and can be shared as valuable insights with the executioner.
Q.1- What colors should be aligned with the brands?
Reason- Colors are visual catchers and mood effectors. Any business can either invest in learning consumer behavior each color has, which influences the business. Or can research the industry and play alongside.
The best is to be in the middle. Do your research and see the industry scenario. Also, mention the color that needs to be avoided.
Q.2- What emotions and symbolism should your logo portray?
Which emotions should the customer have when they see the brand’s logo. They should have actual sensations or catch the symbolism behind it.
Q.3- Which five words should describe your logo?
Note down five words in the table that easily describe the logo. This helps in creating a visualization for ideation and creation.
Q.4- Are there any existing brand logos that you like? Why do you like them?
For your business, you can look into different logos in use and how other brands have developed their logos over time.