Top 6 Questions to Ask Yourself Before Branding Your Logo…

Whether it be building a brand, or even just updating an existing one, there are a few questions you should ask yourself before diving in. This blog post will give you some of those answers and will help guide you through the process of starting your branding journey. As you go over each of these questions and begin to form your answers- make sure you are envisioning your brand and what you want your brand to look like in the future…not just what it will look like in the next 12-18 months.

Questions to ask yourself…

1. What do you want your customers to feel when they see your logo and branding materials?

Answer: A brand should want their customers to feel a sense of familiarity and trust when they see its logo and branding materials. The logo should represent the company's values, mission, and vision, and customers should be able to recognize it easily. Branding materials should be consistent across all platforms and should make customers feel like they are engaging with a company that is reliable, dependable, and trustworthy. Additionally, customers should feel inspired and motivated when they see a company's branding materials, as these can be a reminder of what the company stands for and what it is striving to achieve.

2. Who is the target audience for my business?

Answer: One of the most challenging aspects for a small business is determining who to target. When determining your target audience, keep in mind that more than a single group has the potential to sustain your business. Someone may be interested in your product but not have enough disposable income to purchase it. This is why targeting an individual session can end up being detrimental—once they become aware of what you're offering, they could have no motivation to buy once their needs are met. Think about who you are targeting in general terms. Take a look at your competition and see what they're doing and how they are branding themselves. Once you can match some of their tactics to a target market, that's when you begin narrowing things down even further- opt in lists or email marketing is great for this

By marketing towards demographics instead of individuals, you give yourself the opportunity for growth and sustainability without becoming dependent on one market or customer base. In other words, it's better to offer something at an affordable price rather than charge everyone who might be interested a lot of money just because they can afford it (or even if they want or need it).

3. What are some of the most important aspects of a brand voice/ brand identity that will help your company stand out from competitors?

Answer: Your brand voice is meant to showcase your business in an authentic way. Think about how your target market talks and interacts with brands, and then design your brand voice to match that as closely as possible. Brand identity is the impression a potential customer has of your company before they come into contact with any other content or experience that you've created. Crafting this first impression starts with everything from your logo and color scheme to the words on your homepage telling people what they can do for you and who you help. A successful identity should be solid, cohesive, and genuine. Your brand's identity should work hand in hand with all of the content that is produced as well as all affiliations outside of just your business (i.e., community programs, marketing materials, products, etc). Successful brands like Fenty have integrated their brand identity so closely by making sure all of their social media content, packaging materials, website updates, etc all have consistent design elements throughout their branding rather than creating new branding elements and causing inconsistency in their brand identity.

4. How do color, shape, line weight, and typeface selection affect one's perception of a company's brand?

Answer: The visual branding element is very important in establishing a company brand. On a scale of significance, color ranks above font, shape, and pattern. Colors are the first thing people will notice about your company's branding because it is visually arresting and grabs their attention in an instant. Your brand color palette is as important as font selection for your brand, but before you make your first design, think about who your target audience will be and research their preferences on their favorite colors, fonts, and objects— for inspiration on what to incorporate into the design or logo itself.

5. What fonts should I use in my logo design?

Answer: People subconsciously evaluate things in different ways, and sometimes it can be as simple as changing a few choices to make “bad-looking” items look better. The same principle applies to font selection - fonts that are more elegant seem more trustworthy than fonts with messy curves or puffy letters. Shape and size also matter too - most people prefer square shapes to round shapes because they find them simpler and more sensible. The amount of fonts you should use on a logo is based on which fonts best complement the subject matter and logo design. Your best bet is to look into what clients have used in the past and try to replicate it with new designs. Looking into the font trends for typography designers can give you an idea of which fonts are trending right now, but you should be careful about using too many at one time because it might come off looking cluttered or messy. If your company has a specific style they want to portray, matching the typeface of your logo will help make your company appear more professional than outdated or unprofessional.

6. How should colors be used in my logo and brand design?

Answer: Typically colors are used in a company logo to convey a specific meaning or branding message. The color red is usually used as the primary, identifying color for a logo when the business wants to portray excitement and passion. On the other hand, blue is often chosen as the secondary, identifying color if companies want to be viewed as loyal and trustworthy. The company's usage of colors can contribute significantly to how its customers perceive them; making sure that it chooses colors appropriate for its specific industry is very important because certain industries like hospitality might benefit from warmer tones while those in construction might lean more towards cooler hues. As you consider which colors can best represent your brand, take into account what would most appeal to your target audience and convey your brand message in a friendly and professional manner.

Your business and its branding are two of the most important aspects you need to consider as a startup. It’s crucial that your logo, taglines, and general messaging resonate with potential customers in order for them to become paying clients. However, developing these elements can be challenging without professional help from designers who have experience creating logos or marketing plans for businesses just like yours. If you have questions about the process or would like us to discuss something that might be holding you back from moving forward, leave a comment below or send us an email. We'd love to help!