Steve Jobs said, “Design is not how it feels, but how it works.”
Your brand is always the perception of people about you. What people perceive about you and how they feel about you is the reality of your brand. So, how do you design your brand for huge success? Does it mean you can have control over how people feel about you? Of course, not! You don’t have control over that, but you sure do have power to influence their feelings and perceptions. This is what you’ll be learning how to do by reading through this post.
1. Define your brand value.
To define your value is to state clearly what exact problems you’re solving and what pain you’re curing? It’s not about what you’re selling now! It’s about the problem that thing solves. The value people will place on your brand will come from that feeling they have by seeing their problems solved (ended pains) and questions answered. If none of these happens, no matter the marketing effort, there will be no positive perception. So, you must be sure there is a well-known problem and that you’re directly or indirectly solving the problem.
2. Clarify your personal story.
This has to do with your “WHY,” your bottom-line in business, what are the life experiences that have left a huge impact on you and have inspired your ideology, principles and strong values in life? All of these go a long way in affecting how you do business and they will always reflect in the way you relate with people. These are the things that will later become instruments of brand loyalty in helping you to build a tribe. This will also go a long way in helping you to craft out powerful and resonating vision and mission statements.
You are the most valuable asset of your brand. People will buy from you because of who you are, not because of what you sell. Click To Tweet
3. Define your audience.
Now that you have successfully put down the irresistible value (experience) that you offer, the next thing is to have a clear picture of the ideal audience who need your value and will also place value on what you call, “VALUE.” What’s their age, gender, location, level of education and or income level? You need to have all of these well-written down.
4. Research the market.
You need to do a thorough research into at least, the top 10 competitors in your chosen industry. Get familiar with their identities, their communication styles across every medium what is working and what is not working, etc. This will fetch you a lot of insight and inspiration on how to go about designing your own brand identity, and how to go about the overall brand design system that will remain strong and visible across platforms.
5. Get into the design.
When designing your brand identity, you need to understand that simplicity is the highest form of sophistication and that less is more. Try to be classic as possible and pay attention to the last detail. Everything must add up. If it does not add up, then it should be removed. When it comes to colour theme, typeface, icon or symbol used, tagline, etc., they must reflect all of the things your ideal audience wants to see. Your brand identity must be simple, resonating and easy to remember. Compared to other brands in the industry, it must be able to thrive without getting lost i.e. it must shine when placed side-by-side other competitors’ brand identities. Finally, it must be adaptable to all the mediums where it will be used without getting lost.
6. Strategic communication.
Now, this is very important. It has to be strategic in that, your voice must be different. You must avoid sounding like A or B. You must be able to communicate in a way that none of your competition is communicating. That should be your biggest goal – to find your unique voice! It may not come so easily as there may be so much players in the industry and you’ll get to stay really long at your drawing-board before eventually finding that one thing that sets you apart and begin to capitalize on it.
7. Design a signature customer experience
There is no brand without a signature experience – something your audience will always know (and of course, love) you for as your differentiating factor. Attached to your product or service, must be an experience that lingers in the mind of your audience. It may not necessarily be for them to always come back for the service soonest, but most importantly, for them to become evangelists of your brand wherever they go. Having a signature experience to your brand is not a one-day stuff anyway, but it should be a goal. This is the secret behind building a strong tribe or brand loyalists around your business. You have to be intentional about it.