You’ve probably heard the term “branding” thrown around a lot in marketing circles. But what the heck is branding anyway? And why is it so important? I got you. Here’s a quick crash course on branding.
What is Branding and Why is it Important?
Branding is the way you position yourself in the minds of your audience. Remember how you only get one chance at a good first impression? That’s branding. Branding sets the tone for everything you do- messaging, visuals, customer experience, etc. It’s what holds your marketing strategy together. This is why it’s so important to flesh out your brand as soon as possible.
For instance, The Digital Unicorn was primarily born out of my early Marketing days where I did a little of everything. A Digital Unicorn is one of those buzzwords used to describe a Marketer who does a bunch of different things. Expanding on that, The Digital Unicorn is a blog that unlocks the magic of Marketing (see where I’m going there. The brand that started off as a little joke now has a fleshed out identity. YAY!)
So What Do I Need to Build a Brand?
Whether you’re building a corporate brand or talking about your own personal brand, the basics remain pretty similiar.
Brand Identity
The first step in building a brand is to come up with your brand identity. A brand identity refers to the unique personality, values, and traits that make your business stand out in a sea of competitors. Think of it as your brand’s DNA. To create a strong brand identity, you need to dig deep and figure out who you are as a business. What are your core values? What makes you different? What do you do? Why do you do it? Once you’ve got that figured out, you’ll have a solid foundation to build upon.
Brand Personality
Okay stay with me here. I know this might sound weird. But Brand Personality is a vital component in determing your brand voice. Brand personality is the way your brand speaks, acts, and interacts with its audience. Are you witty and sarcastic? Warm and nurturing? Professional and serious? Your brand’s personality should align with your target audience and the perception you want to create. Remember, consistency is key. If you try to be someone you’re not, your audience will see right through you.
Tone of Voice
Once you’ve figured out your brand personality, you should have an idea of what your tone of voice is. Find a tone that resonates with your target audience—the one that makes them feel like they’re sitting down with a friend, not being sold to. Imagine your brand as a real life person. Are they the life of the party, cracking jokes and telling stories? Or are they the calm, composed observer, offering thoughtful insights?
Brand Colours
This is my favourite part. Choosing the right brand colours is about creating a connection with your audience. You want to evoke an emotional response. Don’t choose these based of the latest trends- pick colours that align with your brand’s personality and the message you want to convey.
Tip: Do some research into colour pscyhology to help with this bit. Red can scream passion and excitement, while blue might say trust and reliability. Find the colours that convey what you need them to and use Canva to help you draw them all together.
Style Guide:
Branding is not a “set it and forget it” kind of exercise. Once you have the answer to all of these questions, compile them into a style guide. A style guide is like a rulebook for your brand, listing all your dos and don’t as well as what you stand for. A big part of branding is consistency and a style guide is a great way to ensure that you remain consistent. Your style guide should include everything from your brand’s logo usage, font choices, and photography guidelines, to how to write your brand name and words you prefer to use (or stay away from).
Branding is a huge amount of work but once it’s all done, these guidelines make it super easy to run a brand that is consistent and appeals to its target audience.