DEFINING YOUR BRAND
Note: this article is reprinted from our monthly e-digest, >the mixer. Click here to be added to our email list.
1) A CREATIVE BRIEF
For companies that are serious about defining their brand and audiences, a creative brief is the essential first step. Here at Mix, our work with a new client starts with an in-depth question and answer session with our clients that gets to the heart of their business. From there, we prepare a written creative brief that guides the work we do together. What’s in the guide? For starters: the company’s objectives, audiences, competitors, personality, unique selling points and much more. The brief paints a picture of the company from past to present and into the future, and informs all of the visual choices we make about the brand throughout the design process.
2) A WELL-DEFINED COLOR PALETTE
Determining a company’s color palette is about more than aesthetics—it’s setting the groundwork for creating readily recognizable designs to represent your business. A brand’s color palette takes into account the logo colors, primary and secondary text colors, colors for links and rollover states, accent colors, seasonal or specific product variations and more. The color palette is crafted to set your brand apart from competitors and express your brand’s personality. Implemented correctly, a brand’s color palette should be as recognizable by audiences as their logo. To prove my point, answer the following: what colors to Target employees wear? What are the colors of the Walmart logo?
Simply put, fonts influence meaning. Imagine you see a billboard for two similar retail shops. Billboard 1 features a sleek, edgy font you’ve never seen before. Billboard 2 features Arial, a font available on any PC. Which retail shop do you assume has a larger marketing budget? Which do you imagine is more successful? It’s incredibly important for a brand to select an appropriate font or set of fonts to use as part of their brand identity and stick to it. Consumers will come to associate the font with your brand, serving as a sort of mental shortcut in conveying your brand message. See our blog post for more on selecting fonts (including a fun mind-bending activity!).