When it comes to branding, it's essential to think creatively in order to stand out in the market. Whether it's your brand name or your approach, a unique perspective is key. This can be awakened through a brand audit where your personality, vision, values and tone of voice is developed to give you a completely one of a kind look, sound and approach.
Starting with a name
There are two excellent ways to name your business that will help customers find you as well as keeping you high on search engines, the first is the artisan's approach where the name explains the business for example, "The Sustainable Catering Co." The second is to use a completely unique name which can be made up, sounds like another word but spelled unusually or a combination of words, for example, "Ecosia", "Nudj" or "TikTok".
Once you have a shortlist of favourite names, ensure to check domain availability on sites like 123-reg to guarantee a URL that works for your business - .com and co.uk are still the most popular but there are also industry related suffixes that can even help boost your SEO, such as .boutique or .farm for example.
What is a brand personality?
Large businesses have understood brand personality for decades, however this is now just as important for small and medium sized organisations as well, especially when creating content and marketing in a digital world where there is so much noise.
The brand personality is about creating an identity and experience that resonates and connects with your intended audience. It leverages personality traits and values unique to your business to engage with customers on a subconscious level.
When contemplating your brand personality, you first need to understand your audience inside and out, here are some great places to start;
Identify your demographic, why are they the most suited to your product or services?
Create customer profiles or personas of people that suit your audience stereotype so that you can better understand what they are interested in
Understand through customer personas what the best marketing techniques are for them and experiment using different platforms
Create focus groups in your target demographic in order to test brand concepts and designs - try not to use family, online focus group sites are great
Engage with a brand specialist like Roccoco UKÂ and ensure they understand the brand personality and core values before collaborating on the brief for design concepts - if possible go through the brand auditing process together using brand alchemy so that the foundational work is complete before any visual work begins
Mood board ideas to inspire the creative direction ahead of visual identity work
Test designs and sit with your preferred options for a few days to make sure it's the right fit
Always measure your engagement to see what platforms work best for your brand
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