How to Create a Marketable Brand
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WHAT MAKES A MARKETABLE BRAND?
A marketable brand is basically a brand that knows itself inside and out, and can talk about itself in a way that makes sense to people who might want to buy from them. Before you can start the fun stuff, like selecting a name, brand colors and making a logo, you have to identify your company goals and what makes you unique. Then you need to decide how you’re going to communicate your goals and values visually.
PURPOSE, VALUES AND GOALS
This is a great time for some self-reflection. Take a moment to think about why you started this business, what you hope to achieve, and what you value as a business owner. Having a clear understanding of your purpose and values will help guide your decisions as you create your brand. And don't forget to consider your goals as well - they'll help you align your brand with your business objectives. Good luck!.
VALUE PROPOSITION
A value proposition is a statement that describes what makes your business special and why customers should choose your products or services over those of your competitors. It should clearly communicate the benefits that your product or service provides and how it solves a problem or meets a need for your target audience. Having a strong value proposition can help set your business apart from others in your industry and attract and keep customers.
COMMUNICATION STYLE
Business communication style is all about how a business talks to the people it works with, like employees, clients, and partners. This means using a consistent and appropriate tone, language, and format when writing or speaking. It's important to get this right because it can affect how people see your business, and how well you can build relationships and achieve its goals. That's why it's a good idea to establish a clear and consistent communication style that matches the business's brand and values.
NAME
Your business name is a crucial part of your brand and identity, so it's important to pick a name that you really love and that will represent your business well for years to come. If you'd like more guidance on choosing a name, you might find this blog post helpful.
AESTHETICS
Having a clear theme throughout your brand is super important. You should start with colors. When selecting a color palette, it's good to think about what you want to convey. Did you know that colors can have a significant impact on our emotions and how we feel? For example, warm colors like red, orange, and yellow can evoke feelings of happiness, excitement, and energy. On the other hand, cool colors like blue, green, and purple can be calming and soothing. Plus, different shades of colors can also have different effects on our emotions. Bright and vibrant shades can be energizing, while muted or pastel shades can be more calming. Some colors, like orange and yellow convey affordability, while colors like purple can convey luxury. Keep in mind that the emotional impact of colors can vary from person to person, so choose a selection of colors that you enjoy and that compliment each other.
Now let's chat about imagery! Keeping a consistent brand aesthetic is key, and using photos that match your brand colors and message is really important. When picking photos, think about the emotions you want your brand to convey and go for images that capture those feelings. And don't forget to use the same filter or editing style across all your photos to give them a cohesive look. If you can, try snapping your own pictures to really highlight your brand's unique personality!
Now on to fonts! When choosing a font for your brand, it's important to pick one that is easy to read and also represents the personality of your brand. Here are some popular options to choose from:
Serif fonts: These fonts have small lines or flourishes at the ends of each letter stroke. They give a more classic and traditional feel. Examples include Times New Roman and Georgia.
Sans-serif fonts: These fonts do not have the small lines or flourishes, giving them a more modern and sleek look. Examples include Helvetica and Arial.
Script fonts: They look like handwriting or calligraphy and can give a more elegant and whimsical feel. Examples include Brush Script and Lucida Calligraphy. Script fonts can sometimes be a bit hard to read.
Display fonts: These fonts are often bold and attention-grabbing, making them perfect for headlines or logos. Examples include Impact and Cooper Black.
When choosing a font, keep in mind the overall style of your brand and how you want your audience to perceive it. It's also important to select a few fonts that are easy to read on various mediums and can be layered together to create aesthetically pleasing written information.
LOGO
You’ve made it this far and now we can talk about creating a logo! Just remember to keep in mind your brand's purpose, values, and goals while creating it. Your logo should be unique and memorable, and should communicate your brand's message effectively. Don't worry if you don't have design skills, you can create your own logo using tools like Adobe Illustrator or Canva. Or you can hire a professional designer to create a custom logo for you. Just make sure it's scalable and can be used in a variety of contexts, such as on your website, social media, and marketing materials.
Now, let's talk about logo creation. It's important to remember that over-designing can actually be counterproductive. Sometimes, less is more! While it may be tempting to add an abundance of graphics and try to make everything look cute, this can actually detract from the core message of your logo, which is the name and purpose of your brand. Choose something simple and memorable. When all else fails, a nice text logo with your brand colors can look polished and professional, sometimes more so than a busy logo.
TLDR
Long story short, to create a marketable brand, start by identifying your company goals, values, and unique qualities. Develop a strong value proposition and communication style that matches your brand and values. Choose a name, color palette, font, and imagery that convey the emotions and personality you want your brand to have. When creating a logo, keep it simple and memorable, and make sure it communicates your brand's message effectively.