What is a brand?
- It is a promise to your clients on what you can offer.
- It is an intangible asset describing the meaning or feelings attributed to the service you provide your clients.
- It is not synonymous to a logo–a logo simply establishes the brand.
- It is not an identity (branding) system– an identity system conveys the brand in a consistent and practical manner.
- It is not a product–the brand is the ‘why’ behind a client’s purchase.
How can you establish your brand?
What do you value?
Your values will be inherent in your personal brand. Identifying your values will be the foundational steps to creating your brand; therefore, ensure that they are an accurate reflection of yourself rather than what you want to value.
What sets you apart from others?
What differentiates yourself, your products, and your services from competitors?
How do you want others to see you?
Your brand harnesses the ability to influence how you want others to perceive your products and services as well as yourself.
What do you want to be known for?
Whether you are known as the neighbourhood expert or an accomplished real estate investor, your actions towards your clients must consistently reflect this.
Who is your target audience?
Identify your target audience and directly address how you can cater their needs. Customer loyalty is highly attributed to successful branding.
You are now prepared to create a phrase that can immediately captures one’s attention. Write it out–that is now your brand.
Slogans and Taglines
Your slogan is only meaningful if it captures your target’s attention in addition to highlighting what makes you unique from your competition.
Think about the following before composing your slogan:
- Does it clearly express how your target market can benefit?
- Does it highlight how you can help your target market?
- Does it suggest solving any problems your target market may have?
- Is it more relevant to your target market or yourself?
Remember to have integrity, stay professional, and think of your clients first–avoid using adjectives to describe yourself.
Your logo is not the same as your brand, it is simply a visual representation of it. A good logo will easily set you apart from your competition when your services are required. Be sure to not only use it consistently, but also effectively so that it can positively impact how your brand is seen.
When designing a logo:
- Start simple and add colour last
- Use shapes and/or fonts that are eye catching and unique
- Keep it simple
- Think of sustainability–avoid trends.
- Make sure it is scalable so that it can be used on multiple surfaces
Experience shows that one of the largest obstacles faced when designing a logo is clients not knowing what they want, but knowing what they do not want. Logo creation is a collaborative effort between the designer and client. It is a product of trial and error.
Experts are thoroughly trained and versed with experience in aiding a multitude of clients. Thus, expect to receive what you pay for when considering potentially hiring a freelance designer.
Comments are closed.