Branding – the background

In my February article, I described branding as the process of creating an identity for the product or service you are offering.  Branding aims to make you distinctive and to make you recognisable.

Before you can start branding, you need to be aware of what message you want to say to your audience.  This message comprises of your image, your tagline and your main messaging and copy.

So, where do you start with branding?  Using a marketing professional and a graphic designer will give you the ideal start.  Work with them to brainstorm some ideas, such as:

– Colour
– Size of image
– Do you want it static or moving
– Shapes
– Do you want a tagline e.g. a summary of the service or product.  For example, Heinz baked beans has a tagline of Beanz meanz Heinz!
– Tone of voice
– Positioning
– Impression to create e.g. serious, funny, emotive etc
– Fonts

Once you have your brand created, you need to ensure that the brand, colours, fonts, messages etc is continued and used on all marketing material.  To ensure that you have a set of style guidelines in place will help you to maintain continuity.

The guidelines will also act as a checklist to ensure you don’t forget important marketing tactics.  You can also give these guidelines to printers and graphic designers who you work with going forward.


About nicolepinpointmarketing

Nicole is a mum to two, wife to one and friend to many. I am also the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint can act as a consultant or we can hold your hand to manage your marketing or we can do it all for you! Your marketing, your budget, your way. Marketing, organisation, helping and caring are my strong points and passions!
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