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Design & Branding

Defining your brand’s identity should be one of the first steps of your marketing plan, however, it is strongly suggested to create your business plan first. A well-written business plan will help you answer all of the following questions.

Elements of a Brand Book

  • Mission Statement – This is a definition of the company’s goals and objectives.
  • Vision Statement – This can be combined with the mission statement. The vision statement will define the future of the company and how it will be achieved.
  • Values – Describe how your company will be perceived by your customer base. It is ok to write down on a whiteboard all the words that come to mind when describing the company’s values. Sometimes you will end up with synonyms. Narrow your picks down to about five words.
  • Messaging – This is the first step in building your marketing strategy. How do you want to communicate with your future customers? Follow your mission & vision statements while keeping your values intact.
  • Design – This is for sure the fun part for a lot of people. However, the groundwork had to be done to get to this point. Knowing the target market, the competitors, the product, and the messaging all will help define the brand look and feel.
    • Logo – A good logo will be simple, bold, and recognizable.
    • Colors – Choose only 2 to 3 colors to start with. Or define a scheme that will be used consistently.
    • Photo & Video treatments – The style of an image says a lot about your company. From muted to bright or rustic to futuristic, stylistic choices are unlimited. Consistency is important.
    • Graphics – Do you want to use color blocks, lines, dots, shapes, or empty space?
    • Typography – Graphic designers can talk to you for hours about how fonts, kerning, spacing, line height… all of it define your brand. And they are right. Much research has been done to understand the psychology of typography.
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