Before we get down to the nitty gritty, I’ll go over one of the common misconceptions when it comes to start-ups..
To some, a product might be considered their brand but in reality, they are two different things.
A product is what you sell, it may be a physical product or a service you provide. The problem here, is that whether you like it or not - unless you have created something out of this world that no-one in the history of mankind has thought of - you are guaranteed to have competitors selling the same product or service.
This is one of my favourite quotes:
“There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.”
Here is where your branding is important.
Why do you choose Brand A over Brand B, especially when they're so similar? Your audience will be more likely to choose your brand over others if your brand has been developed well. Your company's name, designs, logo, and other characteristics that are distinctive to its personality, triggering emotional cues in your potential clients/customers that lead them to favour your brand over others.
They will appear on and around your product, separating it from other products on the market that are similar to it. You need to make yourself stand out if you want to secure your place in your niche.
An example below:
Head & Shoulders vs Herbal Essences: Head & Shoulders market specifically to those with dandruff and backed by science, showcasing their signature blue brand colours and slogan - while Herbal Essences is known for its vibrant colours, floral elements within the logo and fragrance inspired by natural ingredients.
These two hair products are able to co-exist in the same market while also targeting their desired audiences simply by having unique and well developed branding strategies.
After your designer has finished developing your brand you should be given a set of brand guidelines. Everything from your tone of voice and mission statement to your typography and colour scheme is laid out in this style guide. Helping make your brand identity recognisable to your audience across all platforms such as your website, social media, marketing collateral, signage and more.
If you need help with brand design, send me an email: matty@lunardigital.co.nz