How to create an outstanding brand

Brand Development is more than just creating a logo; it encompasses a comprehensive set of elements shaping its identity and market perception.

At a brand’s core lies its essence; A combination of its core ethos (customers may resonate more with ‘why’ you do what you do rather than what you do, especially in a saturated marketplace), purpose, values, and unique selling proposition. A brand’s logo serves as its visual representation, acting as a recognisable symbol that evokes associations and emotions in the minds of consumers. Alongside the logo, a brand positioning statement defines its distinctive position in the marketplace, highlighting its key differentiators and target audience. A mission statement articulates the brand’s overarching purpose, outlining its reason for existence and the value it aims to deliver to customers. A vision statement, on the other hand, provides a forward-looking perspective, illustrating the brand’s aspirations and long-term goals. A brand may also incorporate an environmental statement, expressing its commitment to sustainable practices and responsible stewardship of the environment. Collectively, these elements work in harmony to establish a brand’s personality, values, and promises, ultimately shaping its reputation and connection with its audience.

The key to an outstanding and therefore be memorable brand is consistency across all platforms.

Establish a strong, memorable presence by defining clear brand standards spanning logo variations, colour palette, font selection, positioning, mission and vision statements, and an overall campaign style. Consistently rolling out these standards across various mediums, from websites and social media platforms to print advertising, marketing campaigns, signage, office spaces, uniforms, job ads, and team training, is crucial for maintaining brand integrity. Doing so creates a unified and recognisable brand identity that resonates with your audience, fosters trust, and enhances overall brand recognition.

Brand Standards Style Guide

A brand standards style guide provides clear and comprehensive guidelines that streamline the creative process, foster collaboration, and ensure consistent brand representation. With a well-defined style guide, team members can easily access and reference the approved brand elements, such as logo usage, colour schemes, typography, and tone of voice, saving time and effort in decision-making and iterations. This promotes efficiency and reduces ambiguity, enabling the team to work harmoniously towards a unified brand identity across various channels and touchpoints. Additionally, the style guide serves as a valuable training resource for new team members, empowering them to quickly understand and embody the brand’s visual and verbal identity, resulting in improved cohesion, stronger brand presence, and the ability to deliver cohesive and impactful brand experiences.

Here is an example of a style guide I created for Signal Group: