Branding is all about what you see on first impressions, but behind split second impressions is a whole world of science in colour theory, typography, design elements and understanding your target customers.
How do you select the “right” colours, fonts and designs to build your brand’s visual identity? Well it’s a big topic so we’re going to break it down into:
- Brand values
- Colour theory
- Logo design
How to write your brand values
Before jumping into the fun part of playing with colour palettes, looking at moodboards and designs, there’s a bit of homework that needs to be done to define your brand values, and who you stand for as a brand.
Why have brand values and why are they so important?
Well, in our previous blog we talked about defining your northstar, which is a clear definition and description of who you are as a brand. This forms the shining beacon to guide you (like a northstar!) in making all the other decisions that come with developing your visual identity. Here are some of the key questions to consider.
Brand value questions
Reason for being
- Why does your business exist: what is its mission and purpose today?
- What is its long-term goal (aka your northstar)?
- What is your brand passionate about - what are its core values?
Understanding the Competitive Marketplace
- Who are your key competitors?
- What makes your business different from your competitors?
Know your Customers
- Who is your target customer (aka your tribe): what is their demographic, their likes & dislikes. We’ll cover developing customer and audience personas in more detail in the last post of this series.
- How does your product or service make life better for your customers?
- How would your customers describe your brand - how would they recommend you?
To help you work through these questions we’ve created a simple Brand Values Worksheet so that you can refer to your brand values as you work through the rest of your visual identity.
In our next post we’ll take a look at colour and help you answer the question: “What’s the best colour for my brand or logo?”