The key to brand development is to create a visual message that speaks to your audience. But before others can become aware of your brand, you have to be aware of what you are offering and why it should appeal to them. The starting point to brand development is making sure that the message your logo, tagline, and website will carry speaks to you.

I know, you’re probably thinking that you are the most aware of your business (you created it for Pete’s sake). You might even think that people are aware of your business because you have a brick-and-mortar store, or even a website, and you could be right. But there is so much more to it.

Considerations

Legalities:

These are super important if you want to build a business with a long lasting brand. One of the very first things you should do is research any ideas you may have surrounding your logo ideas to ensure you’re not infringing on an existing company’s brands.

Once you have ensured your ideas are unique and have developed your logo design, consider registering as a trademark. This is protecting any and all investments you make that have this brand attached (and the business itself).

Target Markets:

Whatever your business, you are targeting a certain group(s) of customers/clients. By taking a closer look at who you are trying to attract, you can create a brand that will appeal to those you are targeting. You want to cater to your client’s likes and needs, so take the time to research properly as this is important (to gain clients as well as making worthy investments).

Logo:

Your logo is going to be what you are recognized by. Keep in mind your choices when it comes to the color, shape, and overall design. Whatever graphic you use will be the representation of your business and allow you stand out. The uniqueness of your brand makes it easier for your business to be identified quickly, from a simple glance, and easily remembered. A few great examples of effective logos are the Pepsi® circle, the Nike® swoosh, and Target’s® target.

And I always like to note… the most famously recognizable logos usually have two colors or less and just a font with a twist. Nothing fancy at all, which means there is no reason to be intimated!

Tag Lines:

If you were to stop for a moment, I bet you could come up with 3-4 taglines or jingles that you’ve heard. If you choose to use a tagline (which I do recommend!), it should be short and easy to remember. It should also convey a quick and concise message to your client(s) in a fun, memorable way.

Your brand is a key link between you and your potential clients. So to build a brand that is timeless, remember this… The longer your business exists, the more changes may happen within your target market. Create a schedule that allows you to reevaluate your target market periodically, and make small adjustments as necessary to your presentation if needed. This will ensure you constantly reach the clients you are seeking, and will show potential clients that you regularly evaluate their needs and desires.

As a matter of fact, schedule a time to review each of these points to ensure timelessness. You got this!