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September 11, 2020
Identifying your brand is one of the most important steps in developing a solid foundation to successfully grow your business. I’ve been developing brand identities for my clients for years and while there is a lot of strategy behind it that requires expertise, there are certainly steps you can take on your own to build your brand identity on a basic level.
It’s important to take a deep dive into the specifics of your brand’s purpose, target audience, voice, tone, and more – the WHY of your brand. I’ve created this mini version of my Brand Identity Questionnaire, which is part of my Strategic Brand Development package here, to help guide you before you’re ready to invest in professional brand development.
The next step is to translate the information you’ve gathered from the questionnaire to strategically develop the aesthetics (colors, fonts, patterns, etc.) of your brand. Here’s a quick guide of the message colors convey:
Red – bold and strong
Orange – energetic and friendly
Yellow – happy and cheerful
Green – growth and sustainability
Blue – approachable and dependable
Purple – regal and creative
Pink – feminine and warm
Black – premium and sophisticated
White – clean and simple
Multicolor – playful and fun
As far as fonts go, in general, clean and simple fonts will be more attractive to a wider audience while more playful script fonts skew towards women below 40. I always recommend a clean, solid font as the primary font. You can always add a script or handwritten secondary font if you do want to reach that younger, female demographic.
The ultimate goal is to effectively communicate a solid brand identity in a single instant. You want your target audience to be captivated immediately before reading your blog, browsing your product selection, or whatever your business may be. That’s why identifying your mission, target audience, brand values, etc. is so important to do before developing the visual branding aspects. It might seem like a lot to take in, but taking it one step at a time will make things easier and in the end, having a solid brand identity helps the success of your brand immensely.
Have you ever developed your brand identity?
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Photo by Ryan Carpenter.