Another brief exploration of what it takes to change a product or service to a brand. It’s not rocket science. It’s about being different, adding personality, style and content. It starts with the name – whether you are looking at a blog, product or service.
What’s your name?
It’s a bit like giving birth. Think about the name for your brand in the context of today’s market, your brand positioning and target audience, but also about how it will sound in a few years when you are more established and spread out across lots of brand touch points/different media.
Make it as future proof as you can… and above all, make it unforgettable.
What’s your identity?
Think about the whole brand identity as a reflection of your vision and values. What does your logo say about you? What do your colours mean? How is your layout? What’s your photography like? Are you minimalist or exuberant? Identify your brand with a style that sticks and then stick to it! Ever changing visual representations may be fun to develop with a designer, but they are guaranteed to leave your customers perplexed and confused.
As well as photography and colours, your writing style also defines what your business stands for and helps to build your brand. Be different! Research your market, find a niche or a gap – or be better than the rest! Think about the tone of voice and how you can emphasise this with suitable typography.
Sometimes it helps to envisage your product as a person. If your brand was a celebrity, who would it be? Or which famous person would be the ideal brand ambassador for you?
Don’t shy away from trying something daring or from using humour if it suits. As long as you develop an identity that is easy to understand and easy to recognise, you are on a winning streak.
What’s the brand architecture?
When you are trying to create a long-lasting brand, it makes sense to envisage a future where you may want to grow the business into different areas and have sub brands or affiliates that nest under the same mother brand. This brand architecture does not have to be put into action straight away, but making sure that a brand identity can cope with expansion can save future headaches when it becomes a necessity.
There are three common types of brand architecture.
1) Freestanding pluralistic brand structure
- unconnected brands, the consumer is not aware that there is a holding company connecting them all
- Each brand has to develop its own reputation, has own brand management strategy
- Brands owned by the same parent company may be competing in the market place
- a main brand will associate itself with another brand
- as a synergy, both will be affected if things go wrong though each coud create their own strong market position
- a strong main single masterbrand
- public is aware of the masterbrand when dealing with any of the sub brands
- Trust in the brand has greater effect on a buyer than benefits of the individual sub brand
- works on brand loyalty, the master brand reputation is developed at all times
Trademark and descriptive name
Trademark and trademark
No matter what you decide works best for your business model and goals, adding passion and originality into every aspect of the experience you give people with your product or service will work towards creating an engaging brand with a recognisable character people can learn to value and trust.