Whether you’ve got a brilliant business idea you’re planning to launch, or you have a successful business in need of a rebrand, these five tips will help you create something that is true to you and stands the test of time.
1. Do your research
Start with some visual research, look at resources like Pinterest and Behance and create a mood board of styles you love. Group them by colour, font, layout and style. Gather inspiration and information from trend forecasting agencies such as WGSN or LSN Global, look at both past and upcoming trend reports for visual communication in your industry.
2. Know your audience
Who is your target market? Be specific, don’t generalise, but don’t kid yourself either – is that minimal monochromatic logo you have your heart set on really going to appeal to the bohemian girl in your ICP?
3. Be unique
While looking at your competitors is a great starting point, it is important to focus on what sets you apart. What is your unique selling proposition? Can it be articulated visually? What would that look like? Think about a mood or a feeling rather than a specific object or image, use conceptual thinking and mind maps to come up with keywords that make your brand unique – then research visual representations of those key words.
4. Consult an expert
We all have that one cousin, friend or coworker who ‘dabbles’ in graphic design, plus, you’ve probably made a pretty cool layout in a word processing program once or twice and thought ‘hmmm, how hard could branding really be’. Well, take it from us, it’s not as easy as you may think and now is definitely not the time to skimp on costs or let an amateur call the shots. It doesn’t have to cost you the world, but keep in mind the old adage ‘you get what you pay for’. Ask for recommendations from people you trust, look at brands you love and find out who designed their logo, and ring around to locate the person or agency that feels like the right fit for you.
5. Take your time
Your branding shouldn’t be an afterthought! We (unfortunately at times) live in a world where looks sell, you might have the best product in the business but if your logo is lacklustre and your packaging doesn’t jump out at people then you’ll probably be hard done by to make a sale. Take your time and really think about how you want your branding to look, what you want it to say about your values, and how you want it to make people feel. Take it slow and aim to create something timeless.