Often we get an email or a call from a business owner who has a business Idea and would like us to design a logo and brand identity for it. The truth is there are some very important steps to take before going into the design of a logo and of the brand identity. Think about your products or services as if they where a seed. The brand that you are crafting is the environment you are creating to allow a healthy growth for it. The most important step which comes after defining the business idea and the products or services your business is about to offer is to make some of these thoughts:
- HOW DO YOU WANT TO POSITION YOUR BUSINESS IN A MARKET. At this point you might want to think and define about what does your business stand for, what makes it unique. In other words – defining the purpose of your business. How do you want to be perceived ? You can start by writing adjectives that come to mind and narrowing this list to top 10 qualities your business stands for.
- WHO ARE YOUR CLIENTS / CREATING A CUSTOMER PROFILE. In order to target your offering to a specific market, we need to define as much as we can our potential client. What is his/her need, lifestyle, aesthetic. In the marketing vocabulary this step is called mind mapping. You might want to write down the features which describe your desired client and add some visuals to of his/her style.
- CREATE A STORY / THE POWER OF STORYTELLING. A brand is the story of your product and/or your business. This unique story is what will draw the fitting customers to choose you among the rest, based on how they relate to the story. Think about it as the DNA, the soul, the reason why you decided to start.
After completing these steps we can actually go and create the brand. The process begins with the two following steps:
- NAME. After looking at the qualities your business stands for, you could start writing down the ideas of the words which represent them. This is a process so give yourself a week of time to feel which of the name ideas would work the most for your business. Sending your list to your friends, asking them which associations they have with the name ideas you created could be one way of showing how the name is perceived from the outside. It is however also very important that you as a business owner can feel that the name represents your business the most.
– A slogan could be a powerful addition to your brand. This can be something which evokes the fitting emotion you want to be associated with your brand. The word nike might not mean so much to some people unless it it used with its slogan “just do it” which allows us emotionally relate to the brand. It matches to how we feel when using the the products of the brand.
– an important part in name choosing process is also to check if the name is available or taken by other businesses. The second step would be to register it and eventually by the copyright for it to assure its unique existence in the market.
2. MISSION STATEMENT. Successful businesses stay define a mission statement which stays consistent throughout years and collections. Just as we build relationships with people who’s values we know and trust trust their consistency, we build relationship with brands who stay true to the same set of values and purpose throughout the years.
Now that we defined the important components of your brand, you are ready to work with a designer who will craft your consistent brand identity which portrays the brand message to the world in a unique visual way which makes you recognisable and lets you stand out in the crowd for what you truly are.
3. LOGO. The logo is basically the visual representation of your mission statement. The philosophical aspect of your logo will be usually expressed in word-mark ( a typographical logo), or in an icon, or in both.
– WORD-MARK. A beautiful typographical way to express the name of your business in a unique way. Your designer can create either a unique font for your business’s name or create special characters and elements within an existing fort.
– ICONIC LOGO. In revival design bureau we be believe that less elements say more. Don’t overdo with your logo. You might want to think about a certain image, animal or an object that you associate with the message of your brand. We will go more into this processes in one of the next articles. One important aspect to mention is the consistency of a logo – having the public seeing different versions of your logo is not a wise step, since it is usually associated with being amateur. Consistency = professionalism!
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