In a Today, More Than Ever Before, Brands Have Work Hard To Engage Consumers through their brand story. We hear this a lot from marketers but what does it really mean? and where do you even start?
Creating a brand identity is more than just a logo and guidelines. The story of your company or project is what people engage with and so before you start the fun, creative part of the process its worth taking some time to think about who you are and what you want to be known for in the future.
Start with a brainstorming session to work out your brand values. These are a set of values that you will aspire to follow throughout the lifetime of the company or project.
For example, when Flairmont was founded the values that were important to us were.
It might seem difficult to start with but take yourself out of your office environment, you’re sure to be more creative when you’re more relaxed and focused.
Once you have established your brand values (I suggest 5) then you will need to start thinking of a name. What name best supports your brand values? Again, if you take Flairmont as an example, the word FLAIR stands for talent, style and creativity. Flairmont is part of the Mont Hill group and so we merged the names to create Flairmont. Whatever name you choose needs to work in the local language, and needs to have an available URL (.com, .me, .net, .ae). This can be difficult as many of the names you’ll come up with will be taken, but don’t give up.
If you are working on a naming strategy for an entire masterplan, it is essential that you do this right from the very beginning. Create and develop a theme before you start communicating with your customers, changing naming strategies post launch can be confusing and send out the wrong messages to your stakeholders.
Now the fun begins. If you haven’t already, now’s the time to engage a branding expert. Your essence, look and feel and tone of voice will all be based on your story. The agency you choose should be able to represent this in a creative and engaging design concept that works across multiple communication channels. They should be able to present different routes for you to choose from. Spend time doing this properly, you need to love your brand, it’s going to be with you for a long time so taking the time to do it right really is the key here.
The brand identity process will now start based on the approved concept. Your agency should be able to provide you with a brand book at the end of this process which will tell you how to use your brand in the right way, primary and secondary colours, fonts, photography style and show you how the brand will look on your marketing collaterals. This document is key to protecting your brand identity in the future when working with third parties.
Applying your new brand across all applications is the next stage of the process. Your agency should now be able to show you how all of your hard work and effort looks as a full package. This is one of the most rewarding parts of the process, the feel of satisfaction and pride you’ll get from this is well worth it, if you follow the process properly.
Before you make the big reveal, ask for feedback from people in your industry that you trust. Friends and family are great supporters, but it’s good to learn from people that know your business. You might have overlooked something fundamental.
If you need help with your branding strategy then drop us a line at firstname.lastname@example.org. We’d be happy to meet you for a coffee to understand your requirements in more detail.