I’ve talked about how to build an awesome personal brand, but how do you build an epic brand for your business?
To explore this question further, I sat down with Sunny Bonnell and Ashleigh Hansberger, Co-Founders of Motto, an award-winning branding and design firm. The Dallas-based brand mavericks understand story-driven branding and how to craft compelling and cohesive experiences around modern companies to create bold and inspiring brands. Innovative and visionary, below are their seven things you can do to build an awesome company brand:
1. Define your brand’s purpose
You need to truly define why your organization exists, what your business’s goals are, how big you want the business to grow, and what the business needs to look like to be successful. Brands that embody a deeper sense of purpose have a significant advantage over those that don’t — they have something to say and stand for, not just something to sell.
2. Develop a powerful brand strategy
Everything you say and do influences the way people perceive your brand. As you set out to create a new brand or take an established brand into the future, the duty is to create a seamless experience that expresses the heart of your brand at every touch point. To do that, you need to start with a foundational strategy for defining and positioning the brand. Where everything from the biggest idea to the smallest detail fits together to create a complete picture of your brand to inspire and connect with your audience.
3. Craft a compelling brand story
Stories inspire us. They are the emotional glue that creates meaningful experiences between brands and their audience. Stories speak directly to the human condition and to our hardwired emotions and instincts. Ask yourself, what is our story and why does it matter? Is it meaningful? Great stories build meaningful brands.
4. Discover your brand archetype
Archetypes are universal symbols, themes, or characters that reoccur in mythology, fairytales, literature, film and folklore around the world. They help personify a brand, borrowing established character types from human storytelling. Using these archetypes helps define a brand’s personality and character. Brand archetyping is a positioning tool that solves that very problem. Examples of brand archetypes are Victoria Secret (lover archetype) and Patagonia (explorer archetype).
5. Adopt a motto
A motto is a statement of purpose and belief — it serves as your guiding principle and spirit of the cause you are advancing. By encapsulating your beliefs into a brand motto, it gives you, your team, and your customers an inspirational idea to rally around. Examples of great mottos include Facebook’s “Move Fast With Stable Infra,” New York’s “Ever Upward” and Harley Davidson’s “Live to Ride, Ride to Live.”
6. Design a brand beyond the logo
When you set out to start developing your brand’s look and feel, you want to think of it in terms of a comprehensive visual language for your brand. Think of your brand beyond the logo-mark and explore things like color palette, typography, textures, patterns, photography, illustrations, and iconography to create a more comprehensive brand asset bank and visually reinforce the brand across touch points like your social and your website.
7. Use great imagery
There’s just no excuse for cheesy stock photos of people in suits shaking hands and pretending to talk on the phone. We recommend using a photographer for the creation of your brand’s imagery, team shots, shots of your office, and your culture. It’s where we see clients often underestimate the power of creating powerful imagery for their brands.
This article was written by Shama Hyder from Forbes and was legally licensed through the NewsCred publisher network.