Tips that will help you make sure your brand does your busi­ness justice

In an increas­ing­ly crowd­ed mar­ket place a business’s brand iden­ti­ty has become as crit­i­cal as the goods or ser­vices it offers.

With most busi­ness­es grap­pling for the same cus­tomers, pro­ject­ing the appro­pri­ate image through brand iden­ti­ty is cru­cial to suc­cess, par­tic­u­lar­ly for start-ups. Big brands have always had a strong per­son­al­i­ty and while they serve sim­i­lar cus­tomers, you would not con­fuse Apple with Microsoft, or British Air­ways with Monarch. But striv­ing to have a suc­cess­ful brand should not be con­fined to the glob­al conglomerates. 

A brand iden­ti­ty should reflect an organisation’s val­ues and aspi­ra­tions and ensure it works with­in its tar­get mar­ket­place. Cre­at­ing a brand essence, val­ues and mis­sion state­ment helps focus a busi­ness and pro­vides clar­i­ty of pur­pose, all com­mu­ni­ca­tions should then reflect this.

A good exam­ple of this is the cor­po­rate iden­ti­ty we recent­ly cre­at­ed from the ground-up for a now suc­cess­ful gourmet burg­er start-up called Mi-burg­er. The founders Jean-Pierre and Flavia Kalebic want­ed to cre­ate a fast-food out­let that was ded­i­cat­ed to high-qual­i­ty prod­ucts and ingre­di­ents that were cooked fresh and pro­vid­ed val­ue for money.

It was impor­tant we got the brand iden­ti­ty right from the begin­ning to pro­vide a good first impres­sion for cus­tomers that instilled con­fi­dence and a desire to buy. We began by pin-point­ing what Mi-burger’s core val­ues were, what they believed in, what they offered and who their tar­get mar­ket was. We then designed an eye-catch­ing invert­ed burg­er logo design togeth­er with strong colours and sim­ple typog­ra­phy. This was then rolled out to sig­nage, point of sale mate­r­i­al, the web­site and oth­er mar­ket­ing mate­ri­als. The brand iden­ti­ty has been well received and helped ensure Mi-burg­er is under­stood in the market-place.

Here are MicroGraphix’s top five brand building tips for start-up businesses:

  1. Name
  2. Why
  3. Audi­ence
  4. Val­ues
  5. Sim­plic­i­ty

Your busi­ness name is the first thing your cus­tomers will see or hear. A pow­er­ful first impres­sion is impor­tant and help them want to know more about you. Make sure your name is rel­e­vant, sim­ple and memorable. 

Pin­point the DNA of a brand. Why should peo­ple believe in it? Get this right and you can ele­vate a com­pa­ny from a series of prod­ucts or ser­vices into a brand. 

Who will your cus­tomers be? Know­ing this and then focus­ing on them is cru­cial. Do an audit of the mar­ket­place to under­stand who your cus­tomers could be and exam­ine what your com­peti­tors are doing well and not so well. 

Avoid the temp­ta­tion to focus on a prod­uct or ser­vice. Most peo­ple give some­thing 20 sec­onds of their atten­tion online, so your brand needs to sparkle. Cre­ate brand guide­lines and stick to them. Know­ing your company’s beliefs will point you in a clear direc­tion and cre­ate an emo­tion­al con­nec­tion with your customers. 

A less is more’ approach is key to cre­at­ing a suc­cess­ful brand. Cut out the noise and com­mu­ni­cate clear­ly and effectively. 

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