You can have the most impressive products in the world, and run the most efficient service known to man – but you’re unlikely to make a real splash in your industry without a strong, unique corporate brand.
It can be easy to overlook the importance of branding when you’re just starting out. I know from experience that when you’re in the process of setting up a new business, you have a thousand things to organise and a million decisions to make; the last thing you want to do is spend your evenings and weekends coming up with a unique branding proposition.
Like many entrepreneurs, you may even be of the belief that your firm will develop its own identity over time. You might think that your brand will just fall into place as you begin to grow.
But this is very rarely the case.
To stand the best chance of success, you need to start thinking about your brand presence straightaway. Whatever industry you’re in, these five branding principles will help you build a professional, recognisable identity that reflects your business and gives you a strong foundation for the future.
1. Timeless branding is key
Don’t be tempted to try to pack all the latest design fads into your logo, your website and your marketing materials. Intricate illustrations, cartoon-like mascots and faddy-sounding taglines will only get you so far.
Trends come and go, but a timeless look will see you through the years and decades ahead. My advice? Choose neat, clean finishes, incorporate plenty of white space into your designs, and don’t be tempted to change (or, erm, ‘freshen up’) your identity every few months; strong branding should be able to stand the test of time.
2. Create a classic logo
Your logo is the cornerstone of your brand. It’s going to be stamped across every asset you ever own, so you need to make sure its design perfectly encompasses your brand mission in a visually appealing way.
Some businesses benefit from more detailed or illustrative logo designs, but simplicity is often a good starting point. Choose clear, readable typography and make sure your logo works at different sizes, from a social media profile image to a large printed sign. It also needs to be distinctive enough to stand apart from your competitors.
You can learn more about the mistakes you need to avoid when designing a business logo here.
3. Choose your brand colours carefully
There’s a fine line between eye-catching and overwhelming! Colour plays an important role in creating a recognisable brand, but it’s not simply a case of choosing your favourite shades.
A well-considered colour palette should complement your brand’s personality and work consistently across your logo, website and printed materials. Some businesses achieve this with just one or two colours, while others benefit from a broader palette.
An experienced graphic designer can help you choose colours that work well together, reproduce accurately and communicate the right message to your customers.
4. Align your brand with your personality
Your brand should reflect the character and values of your business, but it also needs to appeal to the people you want to attract.
Think about how you’d like customers to describe your business. Are you approachable and friendly, established and dependable, or bold and innovative? Your choice of colours, typography, imagery and overall design style can all help communicate those qualities.
For example, a traditional professional services company might benefit from a more restrained visual identity, while a creative or lifestyle business could take a more expressive approach. There’s no single formula — it’s about finding a look that feels right for your business and its audience.
5. Work with what makes you different
So far, we’ve looked at the importance of timeless design, creating a practical logo, choosing suitable colours and bringing your business’s personality into your branding.
Sticking to these guidelines will ensure that you’re left with a brand that looks professional – but the most effective branding will build a visual perception of your company that’s based on the things that make it unique; the things that make it different.
Need help developing your start-up brand?
I’ve been helping new businesses create professional logos, brand identities and marketing materials since 1993, so I understand the challenges of getting everything right when you’re starting out.
My business start-up packages are designed to help you establish the essentials without paying for services you don’t yet need.
