How To Develop a Brand For Your Business

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A digital brand tells a visual and written story about your business. It can be a valuable asset - bringing consistency to your presence across all platforms.

When dealing with digital media, your brand is the first thing many people will see. You need to keep your audience engaged enough so they remember you and come back for more.

Because of its importance, we have developed a list of things you can focus on to create your digital brand.

Think of your brand positioning

This is all about who are you and what do you want to tell people about your business?

Focus on why someone would come to your business compared to your competitors, what impact do you have on the lives of people who use your products and services?

Remember, if people recommend you, it's not because of your legacy, it's because they had a great experience with you and liked your offering. You need to convey that to your future customers.

Choose your brand voice

Microphone with sound waves in the background

This process will be different for every business, but essentially, you need to find a voice that is authentic to you and your personality.

This voice needs to be the same across all platforms, online and offline. Being consistent will make your brand feel more credible to users. Think about how the tone you use conveys the values your business has.

For example, we're a friendly company that likes to help out small businesses, so we have a friendly, personable voice in all of our marketing.

Don't forget, you don't have to stick rigidly to your voice. Different platforms might need a different tone, so adapt to your audience. Just remember, you need to be authentic.

Be timeless

The visual elements you use are one of the first things a user will see. You need to choose your colours, fonts and any other elements carefully. You need to be fresh, but not too trendy, after all, you don't want to have to completely change your style every month once a new trend emerges.

Having a timeless style means your brand is durable to any new trends that emerge. But remember, your style needs to work across multiple platforms, such as social media, video, email and your website.

Use the right images

There are thousands upon thousands of stock images available online, some of which can be free. So it's tempting to do a search and just pick the first image that pops up. But honestly, think before you use it. Does this image fit in with my values, my voice and my brand?

Write down a few ideas on what imagery feels appropriate for you to use, this way you'll have a consistent visual style across all your platforms.

Take time with your design

You need to make sure your layout and structure are right. Any design you make needs to feel intuitive to the user rather than having distracting and randomly placed elements.

If you're giving the user information, for example, you have a web page telling them your prices. You don't want them to have to go hunting for this, make it easy to navigate and have the content in an easy to find format.

Also, keep in mind your scalability. Your design might work on a billboard that's 6 meters x 3 meters, but will the same design work on your business card that's 8.5cm x 5.5cm?

Make your logo eye-catching

Your logo is how you will be recognised, both offline and online. Take a look to see what's currently being used in your industry and which logos you find appealing from your competitors. Use this to start you on the path of idea generation.

Also, talk to your stakeholders, see what elements they think you should incorporate into your design. This can be valuable feedback from others about what they would expect.

Remember, don't jump on the back of a trend, your logo needs to be timeless. You don't want to have to keep updating it every month once a new trend emerges.

Roseblade Top Tip: Have different versions of your logo, so that you can use it in different formats. For example, have it horizontal, vertical and squared off. This way you can use it in several different places and it won't look out of place.

Think cross-device and cross-platform

The same website being shown on three different devices

When you're designing for digital, remember, not everyone uses the same device or the same platform. What might look amazing in one place, might just look OK in another, or it might not even work at all.

For example, you might have an amazing website, but does it work on a tablet? Does it still have the same functionality? Mobile should always be on your mind when you're designing any online content.

That's all from us

When you're developing your digital brand there are many things you need to keep in mind. If any of this has made you think you need to revamp your brand, or if there's anything you're struggling with at all. Don't be afraid to reach out to us. We're always here to help your brand Be Seen, Be Found and Be Heard.

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About the Author

Siân Morris-Parker

Pay Per Click Consultant