If you are thinking of establishing a business it is important that you learn to create a brand concept. This will help you have a clearer idea of what you want, your goals and how far you want to go. It’s not just about looking for a name and creating a logo, it goes beyond that.
It is true that companies focus on conversions and sales that are important. But in order to achieve this, it is essential that you have a good branding strategy. Keep in mind that the ideal is that you make a good impression from the beginning.
It is about creating a brand concept through which you can define the personality of your business. From the conceptualization of the logo and messages on social networks to the personalization of your email accounts and much more. All of these elements are what will help you reach potential customers and increase worth of what you are doing.
Learn more about the brand concept
When talking about the brand concept, we refer to all the central ideas behind the brand of a company. All these unite their purposes to achieve the proposed objectives. From this, you can build it and work on your marketing strategy.
Keep in mind that when creating a brand concept, you have to think about every detail. Therefore, it must be attractive and convincing to the people who come into contact with your brand. Think that at the moment you are designing it since from the beginning you must impact.
Through it, the name of your brand, country of origin, history, values … As well as its visual image, in which the logo, colours, shapes, language and the set of offers stand out especially. Ideally, your brand concept has differentiating elements from the competition to attract the audience.
In short, it is the moment when the brand begins to grow and develop. This is why you must build solid foundations. Aspects related to the branding strategy can be modified, but the concept must be consistent and remain unchanged over time.
Learn to create a brand concept
With the basics to start creating the brand concept, the time has come for you to learn how to build it the right way to be successful. So pay attention and take note of the following recommendations:
1.- Bet on authenticity
First of all, the first thing you have to do is think of an original idea. You can also follow models but never copy them. If you want to reach people, you have to bet on the authenticity of your brand. Make it something that people do not imagine or, better, that they have not seen before.
The idea is that the audience you want to reach can see that you are true to yourself. In fact, if you are real, it can help people trust you and buy what your brand offers. This will give you the ability to create a link between your brand and the audience.
2.- Ask yourself key questions
Know your brand before others know it. This is one of the keys to attracting the target audience. For this reason, it is important that you ask yourself: Who am I (brand)? Who do I want to reach? This is a way of analyzing inward. At this time you need to know exactly what you offer and what makes you different from the competition.
Right in this question, you must find unique and relevant things, that distinguish your brand from the competition. It’s about standing out in the market niche and getting noticed by the audience and even by your competitors. You just have to have small details that make you different, adding a touch of smart marketing.
3.- Define your goals
Once you have answered the key questions, it is time to define your goals. At this point you should know your brand well, so you can start working on what you want to achieve. Keep in mind that what you establish will be the starting point for any decision you have to make.
This means that all strategies must be based on these objectives. If your idea doesn’t fit them, then you should modify it or discard it. But how can you manage to set them the right way?
Again you must ask yourself a series of questions: What do I want to achieve? How do I see my business in the long term? These simple questions are just a few of the many you can ask yourself. Ideally, they serve as an instrument to have your goal well defined.
4.- Know your audience
The next step to continue the process of creating your brand concept is knowing who your audience is. Here you have to put yourself in their shoes so that you can start to think creatively about how to market your brand to reach these people.
As you define the objectives of your company, you have to do the same with your target audience in order to develop your brand. And, yes, it’s time to ask yourself things like the type of audience to reach and the audience to whom you want to sell. The answer cannot be everyone, because not “everyone” will be interested in what you offer. Finding your niche is vital.
You must establish a limit of the audience that you want your potential clients to be. Remember that by being clear about who you are targeting, you have a greater chance of attracting leads with more conversion possibilities. And this is surely among your goals, because this translates into sales.
It is recommended that you make a list of the benefits of your products and services and make sure they match your buyer persona. If you discover what your client needs and what interests them, you can develop your communications based on it.
5.- Work on the conceptualization elements of your brand
Now comes the most important part of the process of creating a brand concept, since you will know the fundamental elements that it will require. These are the key to achieving an ideal conceptualization:
It may seem a bit strange to think about the mission before developing your brand name or logo. It is a short summary of your objectives. It gives you the ability to constantly return as you create the other elements of your brand concept.
It is not about creating something impossible to achieve, it has to be a real but inspiring mission. Make it simple, but authentic, that is a living reflection of what you want to achieve as a brand.
Think of a unique name that people associate with your brand as soon as they hear it. Because if you use a common name conjugated with another word, you run the risk of being confused with another brand. It is recommended that you brainstorm with different options that are to your liking.
Don’t forget to think about your audience. Analyze if the name you use fits your buyer persona. You can opt for a simple one to pronounce and remember; the idea is that it remains engraved in the minds of customers.
This is an important moment because with the logo the brand is taking shape. If you want them to remember the name, then it has to be reflected in the logo. This is the best way for people to remember you, although if you want you can use only the initial or initials.
And do not forget that you must use the psychology of colour, see which are the ideal for your sector and how to apply the combinations.
When speaking of voice, it refers to the way in which the personality of your brand comes to life. This is accomplished through the words you use to communicate with your audience. You have to think about your mission, goals, and audience to select the right tone.
You just have to imagine your brand as a person and address your audience. Remember that communicating with adults is not the same as communicating with young people, so keep this in mind when defining this element.
Something that, without a doubt, cannot be missing is a slogan or slogan, that short phrase that is capable of encapsulating the essence of your brand in a few words. It is the perfect companion for your logo and ideal for the broader marketing campaigns.
F.- Visual design
Once you have all the previous elements, it is time to put each one in its place. Which means that you have to work on the visual design according to what you already have developed. Think about the colours you can add, style, typography and everything that helps you recreate what is on your mind.