Key factors to consider when it comes to branding your business

Good branding is crucial for the success of any business. It doesn’t matter what industry you’re in or how small you are; you need to be able to make a good first impression on potential customers and grab their attention (for the right reasons!). It’s important to realise that a brand is so much more than just your logo – although this is one key aspect of it. Your brand affects how your company is perceived and what feeling it evokes in people. As such, you must take the time to carefully craft yours so that it says what you want it to.

Does your business need a rebrand?

This is the first question to ask yourself. After all, there’s no point in spending a lot of money and effort on an unnecessary rebrand. To help you work out whether yours needs a refresh, here are some factors to consider:

How long has it been since your last rebrand? Design styles change over time, and if yours is looking outdated, then that’s a sign it’s time for an update to ensure your firm stays relevant.

Has your company’s vision changed? If your values have altered, the products or services you offer have broadened, or you want to escape a negative reputation, rebranding can help you reflect or achieve this.

Do you struggle to stand out from your competitors? As long as it’s authentic, a rebrand can be a great way to differentiate yourself from the crowd.

Are you hoping to catch the attention of a new audience? For example, if you’re trying to move into the international market or attract a more upmarket audience, new branding could be an effective way to do so.

Your target audience

Once you’ve established that a rebrand is necessary, start to think about who your target market is. What kind of person are you trying to attract? Focus on everything from age, gender, and income to wants, needs, and interests. When you know who your ideal customer is, you can tailor your branding to suit them. Remember that you don’t need to appeal to everyone – and trying to do so may well mean that you appeal to no one! It’s better to attract a small but loyal audience than a large but fickle one. If you’re unsure of how to do this, it can be a great idea to work with the professionals. For example, when it comes to luxury branding, enlisting the help of a creative agency such as Ikon can be beneficial.

Your company’s personality

Another factor to consider when looking at branding is your company’s personality. This will be linked with your target audience and affect everything from the words you choose to the font you write them in. What adjectives would you use to describe your business? For example, do you want to come across as unique and quirky? Sophisticated and upmarket? Youthful and fun? One technique often used is to try and think of your business as an individual person, complete with their own characteristics and traits. It might sound strange, but it can be helpful!

Your competition

Part of the process of branding also involves doing some research on your competition. Identify your main competitors and examine what sort of branding they use to make sure that you don’t come up with something too similar. At the same time, you should try and fit in with the general vibe of your industry. After all, if you run a law firm or funeral home, you won’t want a logo that looks like it’s for a nightclub! Consider the sort of elements that appeal to your target audience and give the right message, then put your own unique spin on them to create something authentic and unique.

Your logo

Having a striking and identifiable logo is important. There are many factors to consider when designing one, so take your time over it. For instance, do you want a logo that’s modern or traditional? Fun or minimalist? Do you want to use an image or just your company’s name? If you use letters, you’ll need to think about the font you choose. For example, a decorative font is fun and quirky, whereas a classic font conveys authority and sophistication. Finally, there’s the colour. You could opt for monochrome black and white, natural green or blue, regal purple, cheerful yellow, bold red, or anything in between. Colour has a big impact on mood, so choose one that fits the image you hope to project.

A helpful guide can be found by clicking here: https://www.pickfu.com/blog/brand-perception