While you might revisit some steps as you pivot your brand, it's important that you consider each aspect as you shape your brand identity. Before you start making any decisions about your brand, you need to understand the current market: who your potential customers and current competitors are.
Here are some questions and branding exercises to get you thinking about the focus and tone of your brand. A positioning statement is one or two lines that stake your claim in the market. This isn't necessarily something you put on your website or business card—it's just to help you answer the right questions about your brand.
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Find it, go in on it, and make it a part of your brand's messaging. One way to look at your brand is as if it was a person.
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What would he or she be like? What kind of personality would your customers be attracted to? This will help inform your voice on social media and the tone of all your creative, both visual and written. A fun and useful branding exercise is to pitch adjectives that describe the type of brand that might resonate with your audience.
I compiled this list of traits to help you get started. Thinking about your brand as a metaphor or personifying it can help you identify the individual qualities you want it to have. This can be a vehicle, an animal, a celebrity, a sports team, anything—as long as it has a prominent reputation in your mind that summons the sort of vibe you want your brand to give off. But Nike by another name would be seen on fewer feet.
What's in a name? Depending on the kind of business you want to start, you can make the case that your name matters very little or it matters a lot. As we've said before, a brand is so more than a name. The personality, actions, and reputation of your brand are really what give the name meaning in the market.
But as a business owner, your company's name is probably one of the first big commitments you have to make. You can use our Business Name Generator to brainstorm some names, or try one or a combination of the following approaches:.
It's also a good idea to run your name by a focus group of close people, if for no other reason than to make sure it doesn't have an unintended meaning or is too similar to something else that you might've missed.
This will come in handy when you start to build your website. Colors don't just define the look of your brand; they also convey the feeling you want to communicate and help you make it consistent across your entire brand.
You'll want to choose colors that differentiate you from direct competitors to avoid confusing consumers. Color psychology isn't an exact science, but it does help to inform the choices you make, especially when it comes to the color you choose for your logo.
This infographic offers a nice overview of the emotions and associations that different colors generally evoke. Pick two fonts at most to avoid unnecessarily confusing visitors: one for headings and one for body text this doesn't include the font you might use in your logo.
You can use Font Pair to browse from a wide selection of fonts that go well together and download them if necessary. A good slogan is short, catchy, and makes a strong impression. A company logo is probably one of the first things that come to mind when you think about building a brand. And for good reason.
How to Start Your Own Brand From Scratch in 7 Steps
It's the face of your company after all, and could potentially be everywhere that your brand exists. Ideally, you'll want a logo that's unique, identifiable, and that's scalable to work at all sizes which is often overlooked. To make your life easier, get a square version of your logo that has an icon element that remains recognizable even at smaller sizes. Notice how the Walmart logo has both the "sparks" icon and the wordmark, which can be used separately.
The following are some of the different logo types you can choose to help you communicate with designers and find a style that makes sense for your brand. Keep the colors and fonts you chose in mind to make sure they work together with your logo to convey your brand.
An abstract logo has no explicit meaning. Mascot logos are often represented by the face of a character.
Lettermark logos turn the initials of your full business name into a logo. If you chose a business name with 3 or more words, this might be a style you'd want to consider, especially if the initialism is catchy.
How to Build a Brand
An icon logo is your brand represented as a visual metaphor. As an unestablished brand, you should stay away from using an icon logo by itself. Wordmark logos turn your brand name, colors, and font into a visual identity. The problem with wordmarks is that they're often hard to create in a scalable square design and easily lose their legibility when shrunk.
However, you can fix this problem by simply getting an accompanying icon logo or turning the first letter of the wordmark into a separate-but-connected logo, like what Facebook does with the F. Because of the limitations that exist for each logo type, many logos are a combination of styles. As a new business, and you don't need to choose an icon over a wordmark when you can get the best of both.
This makes it easier to satisfy the condition of creating a scalable logo while still putting your brand name front and center. McDonalds, for example, can use their iconic golden arches wherever the full wordmark doesn't fit. Unless you've got design chops of your own, you'll probably be delegating the creation of your logo.
"Building a Storybrand" by Donald Miller - Storytelling - BOOK SUMMARY
You can outsource it for a low cost on Fiverr or run a logo contest on 99Designs. Check out Seek Logo for even more logo inspiration or use our Hatchful logo maker to start generating some ideas. Building a brand doesn't stop with creating a logo or slogan , or even with your brand launch.
You'll continue to shape and evolve your brand as you expose more customers to it and learn more about who they are and how to speak to them. All you can do is put your best foot forward at every turn and try to resonate with your core audience. But hopefully, at this point, you have the tools, knowledge, and resources to start. Braveen Kumar is part of the content team at Shopify where he develops resources to help aspiring entrepreneurs start and grow their own businesses.
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What exactly is a “brand”?
Your store name. Create your store. Building a brand from the ground up that stands out is no easy task. How to Build a Brand Building your own brand essentially boils down to 7 steps: Research your target audience and your competitors. Pick your focus and personality. Choose your business name. Write your slogan. Choose the look of your brand colors and font. Design your logo.
1. Figure out your place in the market
Apply your branding across your business and evolve it as you grow. Enroll for free. Your positioning statement should go something like Email Start free trial. About the author Braveen Kumar Braveen Kumar is part of the content team at Shopify where he develops resources to help aspiring entrepreneurs start and grow their own businesses.
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