Creating your brand

Many people mistakenly believe that a brand is the same as a logo. However, it’s much more than that – it’s the way customers perceive, hear, and feel about your business.

First impressions can lead to customers making instant decisions about your business, such as whether they trust you or want to buy from you. It’s crucial to get people to believe in your brand right from the start. As you develop your brand, creating personas – fictionalised profiles of key customer types – can help you find direction and make decisions.

A well-thought-out brand is valuable for all businesses. While the basics may suffice for some, if your brand can help attract investors and/or big-ticket projects or clients, it may be worthwhile seeking branding advice in the early stages of planning your business.

Tips and advice on business planning

Building your website or online store

A brand is more than simply a logo. The initial step is to select the best name for your business, and there are resources and advice available to assist you with this process on Choosing a business name. After that, you can focus on creating logos and slogans.

The best logo stands out from the rest. If possible, use a professional designer with guidance from you and a branding advisor.

Your logo should be:

• eye-catching
• memorable
• simple
• a representation of what your business does
• versatile, so it can be used for various materials like signage and stationery

Here’s how to get started:

• Collect logos you like from around you or online and save them in one place, such as Pinterest or a wall.
• Take note of what you like about each one.
• Sketch out some ideas for your own logo, don’t worry if you’re not a great artist, it’s just a starting point.

Checklist of common IP assets

A catchphrase that sticks in people’s minds can complement your logo and enhance your brand. Consider a well-known brand such as Nike or Tui beer – you’re likely to recall their accompanying slogans immediately.

Your slogan should:

• be memorable
• be straightforward
• convey what your business is about.

Start by brainstorming some potential slogans with friends or colleagues, and have some fun with them. Once you’ve compiled a list, eliminate any that don’t resonate with you or don’t seem suitable. Are any of the remaining slogans hitting the right mark?

While it’s not an exact science, crafting a great slogan that accurately reflects your brand is a valuable skill. Consider enlisting the help of a branding expert if necessary.

Consider how your logo and slogan might resonate with your customers.

Keep your personas in mind, which are fictional profiles of the types of people most likely to purchase your products or services.

Your brand should mirror your market position and your understanding of your customers. This pertains to all your branding elements like logo, slogan, website, flyers, and business cards.

To identify the most likely consumers to gain from your products or services, create fictional customer profiles known as personas. Each persona’s profile should include:

• Name, age, personality, and work/life patterns
• Their thoughts on your product or service
• The problems that your product or service is designed to solve
• The most effective way to attract their attention and where to do so.

How to create buyer personas — digital marketing consultants FIRST

Fair return and complaint policies demonstrate good customer service and can help build trust with your customers.

Make use of the refund policy sign and complaints process checklist to ensure that everyone is aware of how complaints will be handled.

Fair returns and complaints: Useful templates