Memorable branding appeals to the emotions and relates to the audience’s experiences and senses.
Many small businesses think a strong logo is enough to create a brand experience.
“However, Branding is so much more than just a logo,” says Tim McGrady of Gameplan Creative, the Chicago-based, sports and entertainment branding and marketing agency.
With over 40 years of experience, McGrady offers tips on how to create an effective brand.
Step 1: Do a Brand Diagnostic:
What are the strengths and weaknesses of your brand? How is your brand perceived in the market place? By mapping out questions, you being to create a Competitive Analysis, which will allow you to identify the key brand touch points and essence of your brand.
Step 2: Produce a Competitive Analysis:
The second step is understanding your brand through a diagnostic analysis. Ask these questions:
- What are the short and long-term goals?
- What are they trying to accomplish?
- Is there freedom within the framework?
- Establish creative opportunities within the competitive analysis
Step 3: Establish A Creative Brief:
The creative brief is a very important aspect and step of creating a strong brand. It is the roadmap of development. The creative brief will be something you always come back to throughout the process, and is a reminder that you have developed specific criteria for a reason.
Step 4: Identify Brand Touch Point & Essence:
Every brand needs a provocative way to catch attention, as well as mirror the values of the company. Identify the following with your brand:
- Does the brand have visual cues and clarity? A brand struggles when you have to let the public know about it.
- What will the brand identify?