This week sure went by quickly. It’s been a whirlwind but in a good way as I started some new projects and am continuing on with my education. Exciting times!
In last week’s post I delved into logo design, how much weight it carries in your brand identity design and how it is central in representing the personality of your brand. I also talked about how your logo is present in almost all visual communication that you do, from your business cards to your website header to any apparel that you manufacture and distribute.
This week, I’d like to hone our focus and talk about how we are going to position your brand. This is another vital area that needs to be nailed down as we solidify the designs that will go into your brand identity.
Positioning is determining your niche- who your target clients are (sometimes called your ideal clients) and then streamlining all brand messages (including designs) to speak clearly and directly to this group of individuals. When you take the time to figure out who your audience is-who you are targeting-everything else becomes so much easier. What you are selling or what services you are offering are also directly related to your target market. This means that research is involved. Learning about your target market, their habits and their preferences will feed how your products, services and thus your identity design will be developed, built and launched. It all needs to solve a problem or give them something that they need.
For example, I am now designing a website and collateral for a woman that bakes and designs custom cakes, right from her home. In meeting with her and determining her goals, I found that her target market primarily consists of parents. This is due in part to the nature of her business and in part to the area that she lives in (the surrounding demographic is largely families with young children). In consideration of this I am designing her brand identity to be warm, welcoming, bright and fun.
Below is a piece of the artwork that I have designed that will be used for her as well as a menu concept design-the menu is a design from the past that my client was immediately drawn to and that I will have as a part of my mood board for her. Notice how the colors are bright, pretty and positive- my client used those exact words when we had our initial consultation. Those key words represent the perceptions she wants her clients and customers to have of her business. We are in the beginning stages so there will be more to come!
This all goes back to knowing your purpose and your business goals. Knowing who you are, what you are offering and how you are unique are huge assets to have when you are an entrepreneur (or any professional) making your way in the marketplace. Being confident and consistent in your brand identity will build your credibility with potential clients. It will also help them to develop trust in you that will have them coming back as repeat buyer. As always, I am here to help you determine anything related to your brand identity if need be. Simply contact me and we’ll set up a time to meet.
Next week; Communicating your identity. Taglines, biographies, keywords and more. How are you going to “talk yourself up?”
Black– The color black is often used to communicate elegance, sophistication, mystery, authority, power and strength. Color palettes with dark colors, such as black, have a more serious feeling. In an ad that I designed for a jeweler, black is the primary color as I wanted to communicate timeless sophistication, elegance and class.
The images below represent travel and exploration. Stepping outside of your familiar surroundings and seeing what else is out there. In the first photo, from DigsDigs, is a photo of camping in luxury. A unique depiction—and one of the only ways I’ll get out there. : ) I like how the colors and fabrics are earthy and relaxing.
The second photo is another from a colleague of mine, taken when she and her husband traveled to Tokyo. It’s a very majestic structure, steeped in history and inspiring to behold. Take a moment to absorb them and see what creative directions they take you in.
Thank you everyone! Have a great weekend and I’ll see you next week!
- 7 Tips to Building Your Online Brand Identity (noobpreneur.com)
- How to Develop the Right Voice for Your Branded Content (contently.com)