Once you know the feeling you want your brand to evoke, then it’s time to illustrate this feeling with colors, a logo, and a slogan.
- Designate colors to reflect your branding. These colors will appear on your logo and throughout your business.
If you’re not sure what colors work to reflect your branding, then look around at other well-known brands. For example, if you’re looking at how to represent decadence/indulgence, then check out a company like Godiva. Or if you’re looking at how to represent love/security, then check out companies like Pampers (which sell diapers).
- Design a logo that reflects your brand. Hire a professional logo designer for best results.
TIP: To find a designer, you can search Google for “logo designer.” You can also post on a freelancing site such as upwork.com or freelancer.com. Or you might try a specialty site such as 99Designs.com, which lets you run contests that get multiple designers competing to create your logo.
- Draft a slogan that captures your brand’s feeling. Your slogan should be succinct and compelling by sharing a main benefit. Once again, it’s a good idea to turn to a professional if you struggle with this step.
Note: for inspiration, look at popular real-life slogans both past and present. For example:
We try harder.
Fly the friendly skies.
Mountain-grown coffee.
Better ingredients, better pizza.
- Develop your branding. You may want to test different branding strategies to see which ones your audience responds to the best.
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A focus group or survey will give you some insight into what your audience wants. However, the best way to determine what really works is by letting your target market vote with their wallets. This means running a/b split-tests to see which branding gets people taking out their wallets more often.
For example, you might set up two identical sales pages for a product, with the ONLY difference between these two pages being your branding (colors/logo). You can then see which branding your audience responds to the best.
Now the next component of building your brand…
Keep Reading: How To Integrate Your Branding
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