Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Small Business Branding101 Design Tips


Published on

A brand is a perceived image that provokes an emotional response. It's hard to define because it's intangible. The brand is the image attached to a name, design, symbol, or some other feature of a company's product.

Here's a better definition offered by Seth Godin:

A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter, or a donor) doesn’t pay a premium, make a selection, or spread the word, then no brand value exists for that consumer.

What's important to understand about a brand is that it has nothing to do with the actual product. It exists in the minds of customers only. As mentioned in the definition, a brand is a perceived image.
Brands are often confused with logos and identities. A brand identity consists of the image or design motifs. The logo is just one design that communicates the brand. Both are involved in communicating the brand's message, but a brand is much bigger and more encompassing than that. It also includes the images or feelings that the design or logo invokes.

In his definition, Godin mentions 'value.' The importance of a brand is that it offers a unique perceived value that a customer doesn't get from your competitors. In other words, the brand is the reason your customers choose you. A good brand tells customer that this is not only the best choice for them, but the only choice that offers the unique solution they're looking for.

From the point of view of your business, your brand is the promise you make to your customers. It precedes and underlies all of your marketing and, if done well, every contact the customer has with your company.

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Small Business Branding101 Design Tips

  1. 1. How To Design Your Brand BRANDING 101
  2. 2. Introduction  Brand = perceived image that provokes an emotional response  Exists in the minds of the customers  Encompasses more than just the logo  Includes the images or feelings it invokes
  3. 3. Abrand is the se t o f e xpe ctatio ns, m e m o rie s, sto rie s, and re latio nships that, take n to g e the r, acco unt fo r a co nsum e r’s de cisio n to cho o se o ne pro duct o r se rvice o ve r ano the r. If the co nsum e r (whe the r it’s a busine ss, a buye r, a vo te r, o r a do no r) do e sn’t pay a pre m ium , m ake a se le ctio n, o r spre ad the wo rd, the n no brand value e xists fo r that co nsum e r.
  4. 4.  A unique perceived value  The reason customers choose you  The promise made to your customers Brands are powerful…. They outlive the products they sell A Brand Is….
  5. 5. Elements of an Effective Brand  Clarity  Memorability  Uniqueness  Emotional Connection  Credibility  Timeless
  6. 6. STEP ONE Market Research
  7. 7. Market Research Information 1. Demographics 2. Psychographics 3. Shopping habits 4. Product and service ‘wish list’
  8. 8.  Start with existing customers  Find identifying features most share  Ask where necessary  If you don’t have customers, conduct market research on potential ones Where to Start
  9. 9. Indirect Marketing Methods  Find out where your potential buyers are and listen to them. 1. Online forums 2. Blogs 3. Social Media 4. Keyword Tools 5. The Competition 6. Business Trends
  10. 10. Direct Marketing Methods 1. Interviews 2. Questionnaires 3. Focus Groups
  11. 11. Indirect vs. Direct  With direct research you get straight answers to specific questions  However people may say what they think you want to hear  With indirect research, data may be more truthful  It’s beneficial to try both methods
  12. 12. QUESTIONS?
  13. 13. Learning Activity   1.Using some of the market research methods discussed, think about the specifics of the demographic you are trying to reach. 2.Use the worksheet provided to define your target market.
  14. 14. STEP 2 Define Your Brand
  15. 15. Define Your Brand  Come up with a Unique Value Proposition  UVP = the promise you make to your customers  One benefit you hear over and over  Takes some brainstorming
  16. 16. Brainstorming Questions  What do you do?  What do you re ally do?  What makes you different?  What do you do better than the competition?
  17. 17. More Brainstorming Questions  Are there parts of the market you speak to but that your competitors don't?  What do your customers or clients think about you?  What are the goals of your business?
  18. 18. QUESTIONS?
  19. 19. Learning Activity 1.Using your worksheet, answer the questions asked regarding your Unique Value Proposition. 2.Use your answers to write out your UVP statement.
  20. 20. STEP 3 Design Your Logo
  21. 21. Three Types of Logos  Text Logo e.g. Google  Image Logo e.g. McDonalds  Abstract Symbol e.g. Nike
  22. 22. Logo Colors  Simplicity is key – stick with 2 if possible  Most used colors:  Red  Blue  Black  Colors can spark associations - Choose carefully!
  23. 23. What Colors Mean Blue:  Dependability, strength, calm Red:  Attention-grabbing, energetic Green:  Security, reliability, honesty, nature
  24. 24. What Colors Mean Pink, Yellow, and Orange:  Excitement, youth, energy. Brown:  Dependable, simple, honest. Black:  Cool, sleek, high-tech. White:  Simple, pure.
  25. 25. Clean and Functional Logos  A single image or word without distractions  Must be easy to reproduce  Looks good big or small Invest the time, energy and money into your logo. It’s an important part of your brand.
  26. 26. Learning Activity 1. Using your worksheet, think about logos you’ve seen and liked. List what it is that attracted you to them – be specific. 2. Think about the elements you want to incorporate into your logo. Why? Use the worksheet to keep a record of what you brainstorm.
  27. 27. STEP 4 Your Identity System
  28. 28. Where Visual Elements are Used  Marketing materials including books, pamphlets, flyers, websites, etc.  Products and packaging  Signs
  29. 29. Where Visual Elements are Used  Communications such as email newsletters  Clothing worn by employees, if applicable  Stationery or any other office supplies you use
  30. 30. Visual Elements and Your UVP  Test all visual elements against your UVP  Do they convey the message you want people to get?  Ask your market  Get ideas from competitors
  31. 31. Learning Activity 1. With the worksheet, list the different elements that make up your marketing to convey your brand message. 2. Compare them to the specifics outlined in your UVP. Check whether or not your marketing really adheres to your identity system.