But what exactly does it mean?
In brief, branding refers to the elements that define the image, ethos, and tone of your company and its products. Think about iconic branding elements like KFC’s Wendy, McDonald’s M, Apple’s logo or Taco Bell’s slogan. Hear or see those things and you’ll instantly know what the brand truly stands for.
Know your audience.
Understand who you want to “get” your brand. The user who gets excited about an app that can automatically help sort emails would look for a very different kind of branding than someone looking for corporate logo, blog design, a mobile game to pass the time. Identify your target market, not just by demographics but also by tastes. Is it quirky? Businesslike? Cutting-edge? Retro? Girly? Manly? Once you’ve figured that out, you can start to create an identity that draws the attention to the business.
Keeping your brand consistent is key. That means that the graphic elements, copy, and any type of content all must be part of the same concept. Each one needs to be tailored to the preferences of your target consumer. If you are going with a streamlined, tech-obsessed look, for example, you should concentrate on angular (but legible) font styles that complement that contemporary style. It might also be a good idea to avoid pastels in favor of working with more dramatic colors. Similarly, make sure any promotions, whether on email or social media, reflect that identity. Ensure everything you use contains the copyright symbol.
Be Memorable – it’s vital.
Standing out in the crowd is the only way to get your brand noticed. Taking some calculated risks can make that happen. If you are working on a portfolio site, going for monochrome can pay off—it’s dramatic and can help highlight the images.
These are a few important points to bear in mind when creating a brand. Consider making a paper sketch of branding ideas to get a sense of how they look on the page before you actually create it.
Try to review concepts from a consumer’s point of view. Would the brand identity & message you’ve created interest you? Are you the brand’s target audience?