At The Brand Brigade we are big believers – ok, ok…. actually more like raving evangelists – for a strategic approach to branding. Our How to Build a Rockstar Brand course takes people through the 9 critical steps in positioning a brand effectively, for growth. These are:
- Purpose Led
- Signature Process
- Customer Obsessed
- Created with Mastery
- Meaningfully Different
- Customer Journey
- Brand Story
But today what we want to focus on is, after those 9 steps – what next? You’ve got a solid blueprint for your brand and you are ready to go, go go….. Next is the critical step of bringing your strategy to life in a way that does it justice. In a way that makes all that strategic planning take flight.
The most well understood aspect of branding, the most tangible part, is the brand identity. This is the part of the branding process where the designer translates the strategy into a visual look and feel that includes logo, colour palette, typography, image style and graphic elements. Plus how all those brand palette elements work together across collateral. Think about the Nike brand – how the swoosh has become globally recognisable, how the type, the images, the overall feel, it’s all so, well Nike.
“A brand is a story that is always being told” ― Scott Bedbury
If you haven’t had to do this before it can be a little daunting to know who to select to do the work and how to manage the process. The first step is preparing the creative brief, and once you have that it’s all about finding the right designer.
If you choose a branding agency you’ll get a larger team with varying skill sets and experience which can be handy. If you go for a freelancer you are relying on that one person, but it will likely be cheaper as you aren’t covering studio overheads.
We are always happy to offer advice on finding a designer, but also in our course you will receive the exact briefing template we use when briefing a designer.
Apart from the visual identity another key part of your brand is the language, the way it speaks – also known as the ‘tone of voice’. This works hand in hand with the look of your brand to create a unique identity that connects with your customers.
Think about the casual tongue in cheek language Who Gives A Crap uses, and then imagine if a hospital was communicating the same way. It would feel like a real disconnect.
While we don’t often consciously think about a brand’s language it does add a whole lot of flavour in terms of who they are, and how we perceive them. Tone of voice guidelines don’t have to be war and peace – it can be as simple as a one pager that summarises the 3 to 5 key principles for how the brand sounds.
We work with a lot of great copywriters we can recommend, if you need one just contact us.
Well, they say a picture is worth a thousand words. So it’s no surprise that investing in quality brand photography is an important part of building a brand. It can be hard in the early start up days, so many competing priorities for cash, and yes you can get by with graphic elements, or stock photography. But as soon as you can, we strongly recommend getting some of your own shots. They are assets you can use time and time again, and across so many channels, it’s a bit like the cost-per-wear on expensive clothing. Totally worth it!
If you can, find a photographer that is happy to give you all the digital files, and with lifetime usage.
Brand and marketing collateral
Once you have all the foundational aspects of your brand – your strategy, visual identity, brand language and photography now it’s time to roll it out across all your brand and marketing collateral. From your website, to your social channels, to any other print or digital assets.
Jodie + Em xx