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sECTION SUMMARY:

Branding Identity

Branding is hard. It’s not just a matter of creating an attractive logo and putting together a pretty color palette.

Creating a brand for your business is a complex task. It can often stir up emotions, frustrations and fears that initially, you don’t expect. This is because your brand ultimately forms the heartbeat of your business.

So, what do you need to do before creating a brand?

One important thing to note is that people generally buy based on emotion rather than logic. Therefore, an effective brand needs to have an emotional impact; to connect with the hearts and minds of your customers.

Your brand needs to have a lasting effect. It needs to be memorable; to trigger something in your customer which makes them want to know more about the products or services that you offer.

Sounds like a lot of pressure, right? Don’t panic…

To help you through this process, I am going to share what you need to do before creating a brand for your business. Specifically, 6 questions you need to answer, even before you start looking at logo concepts or color palettes.

Incorporating these questions into your brand building steps will enable you to establish a strong foundation to work from when it comes to creating a visual brand identity.

When it comes to creating a brand for your business, I like to think of it as though you’re building a house. The previous six questions form the foundation of the house. With that said, it is important to have a clear idea in mind of the direction that you want to take your business in.  

Like interior design, the visual aesthetic of your brand – your logo, color palette, font selections, imagery etc. – contribute to creating the overall vibe of your brand. However, if you can answer these questions, your chances of creating a brand that is not only aesthetically pleasing, but memorable and impactful are a lot higher.