Want to build a memorable brand identity? Easy, with the guaranteed hassle-free cheat sheet of the team We Are COM !
We like to think that creating a good brand is a bit like preparing a good dinner (yes, we are greedy!) 🍽 It is important to select your food carefully, to know the tastes of your guests, to add a secret ingredient, that your dish tells a nice story and above all that the evening does not go off in all directions. Are you still following us? 🤓
Whether this is the case or not, here are the 5 fundamental steps to make your brand memorable.
Step 1 – The Definition
First of all, we said it clearly all thing, it is important to define the mission and values that you want to endow your brand with. 🔑 You absolutely must answer the brand's existential questions, by clarifying its reason for being and its reason for acting.
The user manual :
- Set a mission : What will your brand bring to individuals, to society? What is its fundamental reason for existing?
- Set values : What deep values should guide each of your actions? Clarifying your values means ensuring that you never go down the wrong path.
- Set a tone : How to express these values? What tone should you give to your communications to best reflect the personality of your brand?
The team's inspiring quote: « The key to all success is knowing where you are going. » — Mark Zuckerberg.
Step 2 – Understanding
A brand only exists through its customers. You must know your targets, identify your public and adapt to their different profiles.
The user manual :
- Understand segmentation: Who are your targets? How do they behave? Where to find them?
- Understand the expectations: What are their problems, needs and desires? How could your brand meet their expectations?
- Understand how to resonate: What messages should you deploy and how to reach these specific audiences? How can you adapt your communications to their aspirations?
The team's inspiring quote: « There is only one boss: the customer. And he can fire the entire staff, from the manager to the employee, simply by spending his money elsewhere. » Sam Walton, American businessman.
Step 3: Differentiation
You have developed your positioning, you know your targets, Now is the time to distinguish yourself from your competitors.. 💡 You need to formulate a unique and differentiating brand promise.
The user manual :
- Differentiate your brand: What place should your brand occupy in the consumer's mind? How should it position itself in relation to your competitors?
- Differentiate your promise: What unique value does your brand offer? Be careful, a promise must be both credible and relevant.
- Differentiate your emotional benefits : Beyond promotional features, what are the real qualities of your brand?
The team's inspiring quote: « Products are made in factories, but brands are born in minds. » Walter Landor, famous designer, pioneer of modern branding techniques.
Step 4: Identity
Here we come... brand identity, the communicator's hobby horse ! Your brand must have a visual identity that embodies its personality. It must be immediately recognizable! 🎯
The user manual :
- Determine your visuals: How to make your logo. memorable? What typography should you choose to best convey your brand’s DNA?
- Determine your color palette : What colors would best represent your brand and its personality. Remember that colors influence perception and more generally emotions.
- Determine your graphic charter: How to develop a graphical charter who guarantees the consistency of all these elements – types of fonts, sizes and locations of logos, variations of visuals, etc.?
The team's inspiring quote: « Design is the silent ambassador of your brand. » Paul Rand.
Step 5: Consistency
Finally, continue to ensure consistency, no matter what. This is when you will realize that the first step is really crucial. To guarantee its identity, a brand must be consistent, while knowing how to evolve with society. The time has come no longer for existential questioning, but for vigilance!
The user manual :
- Pay attention to DNA: Respect your missions, your values, your promises and the visual guidelines that make your brand.
- Take care of the customer experience: Respect your customers, offer them a consistent relationship, whether in store, online, in customer service, etc.
- Pay attention to the speech(es): Adapt your speeches and visuals to different communication channels, whose codes and uses vary, while of course maintaining a basic guideline.
The team's inspiring quote: "Consistency is the key to credibility.” John Wooden, basketball coach.
