- Brand awareness and brand recognition
- Learn a thing or two about your target audience
- Sense of continuity
- Present on different formats
Learn a thing or two about your target audience
While some entrepreneurs might feel like they’re building a legacy or working on their own image, the truth is that the story of your business isn’t a story about you but about your customers and clients. As such, you need to learn who the protagonist of the story is, long before you start telling it. For this, you need to survey your audience and there are several techniques you might find useful. Polls and methods such as paid surveys online offer you the simplest, most reliable way of obtaining actionable information. Aside from this, you can also go for social media monitoring.
Sense of continuity
Over the years, your brand will evolve, grow and expand. With it, you might feel the need to do some face lifting around it and change your logo or slogan. Once this happens, you need to find a way to maintain at least some sense of continuity. To get a hint of what we’re talking about, you might want to take a look at the logo evolution of some of the world’s greatest trends.
Abandoning the old design altogether doesn’t just make you start from square one, it’s much worse. You see, some of your most loyal customers are emotionally attached to your company’s markings (seeing as how it gives them some sense of belonging) and they might get genuinely outraged at the change. Needless to say, this is an unnecessary risk that’s easy to avoid.
Present on different formats
Words are wind, which is why your audience expects something a bit more concrete. Earlier on, we talked about how the logo, products, and uniforms can all be equally iconic to your brand’s identity. This is because your brand’s presence across various formats speaks volumes about its reliability. Everyone can make a website and even produce a limited quantity of products, however, all of these products, when combined, really testify about the seriousness and legitimacy of one’s brand. Of course, this means that you need to find an ideal pattern for a logo that will translate well on business cards, banners, product packages, uniforms and much more.
While in some industries, properties and features are all that matters, sleek design is always a determining factor. The visual identity is crucial when it comes to building a strong brand but, with so many factors to consider, this is not something you should try doing without assistance or at least counsel from a skilled marketer. With just a bit of effort, on the other hand, this shouldn’t be outside of your reach