Brand Marketing – 28Lions – Business & Marketing Solutions

Wordmark vs Logomark — Which One’s Better For Your Business?

28Lions — Thu, 26 Oct 2023 04:33:53 +0000

Wordmark vs. Logomark - Which Is Better For Your Business

October 26, 2023
Nicole Andrew

Understanding the key differences between a wordmark vs logomark is vital for when making the right choice for your brand. Both are prominent types in the branding process, and each holds strategic consideration in forming your business’s identity, especially when identifying your business from another in the market.

Logos overall have gotten PRIORITIZED in brand development because they’re the first thing consumers see in a brand’s identity. Since there are billions of them, logos have become categorized into 9 main types AND each reflect how different it wants to look in representing itself in the market.

Because it’s the first thing people see of your brand, they’ll file that logo image away in their mind, MAYBE recalling it later when they see it again OR better yet, when they NEED your services or offers.

FACT: It only takes people an average of 7 seconds to form an impression of your brand, but it takes 5-7 impressions for consumers to recognize your company logo. Use designs and colors that align with your brand’s values.

Because your logo plays a crucial role in memorability and recognition, these two types (wordmark vs logomark) are juxtaposed on purpose.

As we mentioned, there are actually 9 types, but only one of these two (wordmark vs logomark) taps into the other types. Could you guess which one?

Wordmark
Logomark (which is really, “Brand Mark”, “Symbol, or “Abstract”)
Letterform
Lettermark
Abstract
Combination Mark
Mascot
Emblem
Dynamic Avatar

Regardless, learning about each of these two types certainly does matter, because each one forms AN IMPRESSION in the minds of your audience.

What is a Wordmark?

A wordmark, at its core, is a type of logo design that is made exclusively from text. It typically involves the name of your company, organization, services or product, crafted using a unique and distinctive font / typeface.

Unlike other logo types, wordmarks don’t include any graphic symbols or icons, because they rely solely on the power of typography to convey the brand’s identity.

Think of Google, Coca-Cola, or FedEx – their logos are simple, text-only representations of their brand name, yet they are instantly recognizable around the world.

As you picture Google, Coca-Cola, or FedEx’s wordmarks, their logos are straightforward, powerfully communicating their brand’s personality and values. Their choices of font, color, and layout plays a crucial role in setting the tone and feel of their brands.

The design process of a wordmark requires careful consideration of the fonts / typography because it makes sure that the style aligns with the brand’s character and is versatile enough for various applications.

Advantages of Using a Wordmark

They’re simple. Wordmarks are often simple and straightforward, making them easy to read and recognize.
They focus on their name. For new or lesser-known brands, a wordmark helps to reinforce the brand name, aiding in brand recall.
They can scale well. When designed well, wordmarks can scale in size and be readable across various sizes and mediums.
They’re versatile. They can be easily adapted to different contexts, from business cards to billboards.

Disadvantages of Using a Wordmark

They’re common. Wordmarks have become common and thus, challenging to make the brand stand out unique and memorable.
There’s a potential for similarity. Because they’re so common, there’s a risk of having your logo look similar to others in the market, especially if your brand name is generic.
They lack imagery. Unlike logomarks, wordmarks don’t have a graphical element, which might make it harder to convey complex brand ideas or emotions.
They sometimes don’t scale well when your business name is long (with multiple words).

What is a Logomark?

When a brand chooses to represent itself through imagery alone, it takes the form of a “mark” or “symbol”. This type of logo is purely graphic, consisting of symbols, icons, or illustrations without any accompanying text. It is seen as “abstract”.

A logomark aims to convey a brand’s identity, values, or essence through visual elements, tapping into the power of imagery to create a memorable and recognizable brand symbol.

The Apple logo and the Nike Swoosh are prime examples. These images have become so iconic that the companies don’t need to include their names for people to recognize them.

HERE’S A SECRET: Logomarks are typically first created as combination logos. Meaning, Apple and Nike started their visual identity with their name AND their mark. A combination logo is one of the 9 logo types and categorized as such.

Advantages of Using a Logomark

They’re universal. Imagery can transcend language barriers, making them a good option for global brands.
They make an instant impact. A well-designed logomark can convey a brand’s essence or values at a glance, creating an immediate emotional connection with the audience.
They’re more memorable. Humans are visual creatures, and a compelling image can be easier to remember than a brand name, especially if the brand name is long or complex.

Disadvantages of Using a Logomark

They lack name recognition. For new or lesser-known brands, a logomark doesn’t help with name recognition since it doesn’t include the brand’s name.
There’s a dependence on design quality: A logomark’s effectiveness is heavily reliant on the quality of its design. A poorly designed logomark can confuse the audience or fail to convey the intended message.
There’s potential for misinterpretation. Without accompanying text, there’s a risk that the imagery could be misinterpreted or not understood by the audience.

Now that you know what these two logo types are, ask yourself these questions when choosing…

A Wordmark

What’s my marketing budget? Wordmarks are a great solution to smaller budgets.
Do I have a unique and catchy name? Wordmarks have potential to be memorable when you have a unique and catchy name.
Do I know my audience size? If you’re growing your audience, a name would be easier for recognition and recall.

A Logomark

What’s my vision? Are your plans to be larger with a team?
Do I want to convey a specific feeling or idea that can be better expressed through imagery?
Am I aiming for a unique logo style totally different from competitors in my market industry?

How to Choose Between a Wordmark vs Logomark for Your Brand—Consider This 3rd Option

When choosing between a wordmark vs logomark, it boils down to understanding your brand, your audience, your budget, and your branding goals.

#1 Assess Brand Recognition – If your brand is new or not well-known, a wordmark can help in building name recognition. For established brands, a logomark might be sufficient.

#2 Consider Your Brand’s Personality – Think about what logo style aligns best with your brand’s personality. A wordmark might be more suitable for a classic and sophisticated brand, while a logomark could better suit a dynamic and modern brand.

#3 Evaluate Design Simplicity – Ensure that the design is simple and clear, whether you choose a wordmark or a logomark. The logo should be recognizable and understandable at a glance.

#4 Think About Versatility – Your logo should work across various mediums and sizes. Consider how well the logo design will scale and adapt to different uses.

#5 Seek Professional Advice – If you’re unsure, consult with a professional graphic designer or branding expert, like us. They can provide insights based on industry experience and help you make an informed decision.

What’s this ‘3rd Option’, you say?

It’s the combination logo. Where you combine the best of both worlds.

While wordmarks and logomarks can be effective on their own, combining these two elements can create a versatile and powerful brand identity. This blend, often referred to as a “combination mark”, integrates both the text of a wordmark and the imagery of a logomark, allowing brands to leverage the strengths of both logo types.

The key is to maintain a balanced and cohesive design, ensuring that both elements complement each other (NOT wordmark vs logomark) and work together to convey the brand’s message.

Look at these advantages:

Having both text and imagery aids in brand recall.
Versatility provides more options for brand representation.
There’s a more comprehensive expression of your brand’s values, personality, and message, providing clarity and depth to your brand’s identity.
It creates a more memorable logo, as they cater to different cognitive processes.

As you drive down the road, just look at all the logos around you. You’ll quickly find out that combination marks are WIDELY popular.

Also, pay attention to how many wordmarks you see online. Look at which ones stand out unique. Those are the kind that will leave an impression.

Look at some of these logo We’ve Done

Each logo project puts strategic thought into your audience, market, purpose, vision, mission, values, and personality. Without knowing these important core characteristics, your brand will have a more difficult time standing out from your competition.

Logos should be created as UNIQUE. They should not look closely related to one another.

Pay attention to portfolios that have uniqueness, not sameness. Uniqueness gets you standing out.

Remember, your brand is what your audience makes of it. What they remember it to be. That’s why each of these strategic parts ARE NECESSARY when creating your visual identity—starting with your logo.

Ready to Make Your Mark?

Because your logo is a critical component of your brand’s identity, you wouldn’t want to leave it to chance. Working with a branding agency like ours gives you the skills, experience, and passion in creating the right logo that stands out, becomes memorable, and establishes credibility with your audience.

Contact us today to start your journey towards a stronger, more memorable LOGO.

Nicole Andrew is a 20 year brand designer, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing agency that helps service-based entrepreneurs turn their expertise into powerful brands.

Brand Identity Elements – Make Sure Your Kit Is Full

28Lions — Thu, 12 Oct 2023 14:03:16 +0000

Brand Identity Elements - Make Sure Your Kit Is Full

October 12, 2023
Nicole Andrew

Brand identity elements are often misunderstood as being solely about a stylish logo or what’s inside a brand kit. The truth is that brand identity elements contain MORE than the visuals.

When you look under the brand’s visual surface, you’d discover there’s a well-crafted strategy intricately weaving various brand identity elements together. This strategy makes sure that every touchpoint your brand makes resonates with your essence and story with clarity and consistency.

What are key elements of brand identity?

First, let’s get clear on what brand identity IS and is NOT.

A brand’s identity IS about ALL the things that allow an audience to identify with a brand.

Brand identity is NOT your logo, color palette, fonts, and graphics.

An identity helps position a brand to its audience making sure it’s the most effective it can be.

The elements of a brand identity form the conceptual and visual distinction of one brand from another in the minds of its audience. It’s a combination of tangible and intangible brand identity elements that work together to create a memorable and UNIQUE brand experience.

There are 6 essential key brand identity elements:

Brand Offering: Services& Products
Brand Personality
Brand Story
Brand Name
Verbal Identity
Visual Identity

7th Extra: Sound & Scent

Brand Identity Elements #1: Brand Offering: Services, and/or Products

Your brand’s services and product offerings are a foundational floor for your business. They are either tangible products or intangible services (also digital products) that represent the presence of your brand to its audience.

They should contain your brand’s values, mission & vision, purpose, and position in the market. How these products or services are designed, packaged, and delivered plays a crucial role in shaping the overall perception of your brand.

Brand Identity Elements #2: Brand Personality

Brand personality refers to human characteristics associated with your brand. Just like people have personalities that determine how they behave and how they’re perceived, brands have traits too that embody attributes like sincerity, excitement, competence, sophistication, or ruggedness.

That means your brand’s personality will dictate how it communicates, behaves, and interacts with its audience. For instance, while a luxury brand may have a sophisticated and elegant personality, a startup tech brand might project a personality that’s innovative and dynamic.

Brand Identity Elements #3: Brand Story

A brand story is the narrative message that connects your brand to your audience. It often includes the origin story of your business, your mission, vision, and values, and the journey that led to its current position in the marketplace.

More than just a chronological account of events, your brand’s story captures the ethos of your brand, evoking emotions and offering insights into why your brand exists and what it stands for.

The more compelling it is, the more it portrays itself as HUMAN, making it relatable and memorable to your target audience.

Brand Identity Elements #4: Brand Name

Your brand’s name is one of the first and most vital points of contact between your brand and its audience. It’s the word or set of words that’s recognized. In order for your brand name to be memorable, your position should be clear and unique.

It is best to create the name once your Brand Core, Audience, Market, and Difference is set. It also should be easy to pronounce, UNIQUE and DIFFERENT from competitors, evoking positive associations in the minds of consumers.

Brand Identity Elements #5: Verbal Identity

Verbal identity encompasses the words, tone, and style used in all your brand’s communications, from advertisements to press releases to digital content.

This part of your identity dictates how your brand “speaks” to its audience. It should include these parts in its communications:

Voice and Tone (e.g., professional, casual, playful)
Messaging Frameworks
Taglines and Slogans
Brand Words (your brand’s vocabulary)

Consistency in verbal identity ensures that the brand is recognizable and trustworthy in all verbal interactions.

Brand Identity Elements #6: Visual Identity

Your visual identity is the visual part of your branding that is typically seen as the first thing people see in various marketing touchpoints.

It should provide a consistent look and feel across all your branded materials (digital and print), keeping everything cohesive and easily recognizable. Your brand identity design should go WAY BEYOND its logo. It’s essentially the visual language that your brand uses to communicate with your audience.

Visual identities should:

Convey your brand’s mission and principles through its visuals
Distinguish your brand with a UNIQUE presence
Enhance your brand’s recall and recognition (where audiences think of it easily)
Present a cohesive and attractive design
Maintain a consistent look across all marketing platforms and media

They should contain these essential elements:

Logo (primary, secondary, and sub-marks)
Color Palette (color scheme)
Typography / Fonts
Icons / Patterns / Graphics / Images
Brand Style Guide
Brand Board

Once ALL the visual elements are created, they are bundled together into a Brand Kit.

What’s a brand kit?

In recent popularity (through the help of Canva), a brand kit is the central collection of your brand’s essential visual elements and resources to help keep your brand looking consistent and cohesive in its visual presentation throughout your marketing.

Think of a Brand Kit like your brand’s visual identity toolbox.

The more tools you have in your toolbox, the better prepared you’ll be in visually expressing your brand’s identity across ALL of your marketing.

Brand kits should include clear guidelines (like the brand style guide) on logo usage, color palette (like RGB, HEX, and CMYK), typography/font styling direction, and other key brand components. Marketers use guidelines as invaluable references, so they can grasp your brand’s visual standards quickly and effectively.

7th Extra Brand Identity (non-essential element): Sound & Scent

As branding has evolved, so has the understanding of how multi-sensory experiences impact brand perception. Sound branding can include jingles, voiceovers, and even specific soundscapes or sound effects associated with a brand (think of the iconic Netflix app startup sound, or Apple).

On the other hand, scent branding involves crafting a unique aroma that represents a brand. Retailers might diffuse this scent in stores, or airlines might use it in their cabins. A distinct, pleasant scent can create a memorable and immersive brand experience. Both sound and scent work on a subconscious level, reinforcing brand identity and deepening emotional connections with consumers.

What are the 7 steps to brand identity?

Keeping in mind that building brand identity elements is more than creating a logo, it often requires a more intricate, strategic, and time intensive process. Brand building can take anywhere from 2-9 months depending on what parts we are forming together with you. This is our 7 step process to building complete brands:

STEP 1: Discovery, Audit, & Initial Research

Before we dive into the work, we’d like to get to know you, other stakeholders, and everything we can about your business. We’ll start the process off with some initial meetings and research.

When we meet, we’ll facilitate/guide you through an initial series of workshops. Our objective will be to uncover deep (sometimes hidden) insight on your offers, services, products, values, vision, goals, audience, competitors, and any other identity characteristics of your brand. These strategic workshops produce diverse perspectives on your brand’s identity and future direction.

Here are the common steps involved in a brand discovery workshop:

Introduction and Objective Setting
Stakeholder Input
Brand Audit
Interactive Exercises
Action Items and Next Steps
Feedback

STEP 2: Brand Strategy Research & Development

We’ll meet again at this phase in the process to review “insightful data” and facilitate a couple interactive workshops. Our data from you will help us dive deeper into our research process. From there, we’ll cover detail on your audience, competitive analysis, and a brand identity matrix.

It will include:

Data Review
Interactive Exercises
Audience Personas
Competitive Analysis
Positioning Strategy
Action Items and Next Steps
Feedback

STEP 3: Human Brand Persona

In this phase, we’ll meet to review brand strategy “insightful data” and facilitate the last set of interactive workshops. It’s the part where your brand begins to look and act HUMAN by representing itself like a person instead of a lifeless entity. We’ll help you find your voice and tone. We’ll also have a better idea of your brand’s story to tell and words you’ll be using. All the emotion and feeling your brand will express will be part of this phase of the brand identity journey.

It will include:

Data Review
Interactive Exercises
Brand Archetypes
Voice & Tone
Brand Words

STEP 4: Visual Identity Creation

This phase of the process is on forming the visual brand identity elements.

It covers this list:

Logo (primary, secondary, and sub-marks)
Color Palette (color scheme)
Typography / Fonts
Icons / Patterns / Graphics / Images
Brand Style Guide
Brand Board

The only meeting we’ll be scheduling with you at this time will be the custom logo presentation! From there, we’ll finalize it and create the rest of the visual brand identity elements for you.

STEP 5: Brand Strategy Statements & Identity Guidelines

It will be at this phase where we present our brand strategy statements with guidelines.

We’ll cover:

Purpose
Mission
Vision
Values
Audience Persona(s)
Competitive Analysis
Positioning
Human Brand Persona
Tone of Voice
Brand Words
Brand Story
Name, Tagline, & Hooks
Visual Identity

STEP 6: Brand Marketing

Depending on what packages you are engaging in with us, it would be at this part of the process where we produce various marketing materials for your new identity.

That could be:

Custom 5-Page Website
Business Cards
Event Marketing: Vertical Banners, Presentation Templates
Print Collateral: Folders, Brochures, etc.
Social Media Templates
Email Marketing Template
Canva Brand Kit setup
Promotional Marketing: T-shirts, Notebooks, Pens, etc.
And more

We would set up any additional workshops and presentation meetings around these various marketing needs you have.

STEP 7: Brand Identity Implementation

At this final identity creation phase, we’ll guide you and anyone on your team through training and a launch plan.

Let’s Create A Solid And Full Brand Identity Together

Understanding brand identity elements is no longer a luxury, but a necessity. Each element plays a pivotal role in shaping the perceptions of your audience. They are the threads that weave together the fabric of your brand’s story, reputation, and overall image in the market. Without a cohesive and strong brand identity, brands can fade into the background, lost amidst the clamor of competitors.

However, merely understanding the significance of brand identity elements isn’t enough. The real challenge lies in crafting an identity that genuinely captures the essence of your brand, standing out in a crowded market, and consistently resonating AUTHENTICALLY with your target audience. It’s an art and science, requiring not just creativity, but strategic insight, market understanding, and a knack for storytelling.

This is where partnering with professionals becomes paramount. By partnering with us, you’re not only investing in custom aesthetics, but strategy, longevity, and relevance.

We want to hear your ROAR because you REFUSE to settle for an ordinary and lifeless brand; but instead, you strive for a brand identity that embodies an ethos that influences, thrives, and prospers. With 28Lions by your side, you’re not just creating a brand; you’re building a legacy. So, take the leap, embrace the myriad of brand identity elements with us, and let 28Lions guide you to branding excellence. Your future self will thank you!

Stand Out Unique With This—Custom Logo For Business

28Lions — Wed, 04 Oct 2023 21:06:23 +0000

Stand Out Unique With This—Custom Logo For Business

October 4, 2023
Nicole Andrew

A custom logo for business is crucial in seeking a distinct and memorable brand identity in an increasingly crowded marketplace. Unlike generic or template-based logos, which might be used by multiple entities and thus risk diluting a brand’s distinctiveness, a custom logo should stand out because it’s uniquely yours.

It’s designed with intricate understanding and consideration of your business’s ethos, target audience, and market positioning. This kind of specificity in design inherently leads to better brand recall and fosters trust among consumers, as it communicates professionalism, commitment, and authenticity.

In this blog article we’ll cover what goes into a custom logo and how that compares to a template logo. We also have frequently asked questions around logos and especially if you’re able to create one yourself.

What makes a custom logo, custom?

A custom logo for business is “custom” because it’s uniquely designed to represent the DNA of your business, organization, sub-brand, product / service, or person (like a personal brand). Because it’s unique, there is not a pre-existing or generic design like it.

The biggest advantage of having a custom logo for business, is that it’s distinctive in setting your identity apart from others.

That means it captures the essence, values, and personality of your brand. This could be through the choice of colors, typography, shapes/symbols, or overall style.

Custom logos are typically created by experienced designers who understand the principles of design, color theory, typography, and branding. They use professional tools and software (like Adobe Illustrator), ensuring your logo looks first-rate and is in the right formats.

Designing a custom logo often involves deep knowledge on the core brand of your business, researching your audience and competitors, learning your personality, and any cultural or regional attributes. Its finality identifies the alignment with your vision and objectives, not just in making it stand out, but also relevant to your business’s DNA.

The uniqueness is carried over (envisioned) with various marketing applications in mind before it’s even applied—like business cards, billboards, digital platforms, merchandise, or your website.

You’ll know that you got a custom logo for business when you go through the process and receive all the types, variations of sizes, and layouts.

Because your business may evolve over time, your branding will evolve as well. Your custom logo should evolve with your changing and growing business. That means it’s best to refresh it every few years to keep it aligned, without losing your core identity.

Once a custom logo is delivered, we recommend that you trademark your logo so that in the future, should any business copy your logo, it’s protected.

What’s a template logo and how does it compare with a custom logo for business?

A template logo is a generic or working stock logo that’s usually more cost-effective, but can be used by multiple entities. This means it’s NOT unique and poses potential legal or branding challenges.

A template logo is a pre-designed working file (like EPS in Illustrator, CorelDraw or Affinity) that can be used by businesses or individuals as a starting point or placeholder for their branding. These “logo styles” are often available on various design platforms (like Canva, stock websites), or websites (that use AI logo generators) and can be browsed, purchased and used by multiple users, making them less unique than custom-designed logos.

The main advantage of a template logo is that they are more affordable than custom logos, making them a popular choice for startups, small businesses, or individuals on a tight budget.

While the basic design is pre-set, many template logos allow users to change certain elements like the business name, tagline, colors, or even certain graphic elements to better align with their brand.

By their nature, template logos are more generic because they’re meant to cater to a wide range of users. This means that multiple businesses might end up using the same or very similar logos.

Businesses that need to create a logo quickly can benefit from a template logo because they offer a rapid solution requiring only minor edits rather than a full design process. Since anyone can purchase and use a template logo, there’s still a risk that other businesses, possibly even your competitors, might use the same logo or something very similar.

NOTE: The ONLY way to make the template logo unique is to make MAJOR edits in its base design (not just changing the name and colors). It would require drastic changes to its appearance for it NOT to look at all like what was purchased.

Depending on where the logo is sourced from, there may be licensing considerations. Some platforms might restrict the ways in which the logo can be used, while others might require users to purchase additional licenses for extended usage or applications.

While template logos provide a quick and affordable solution, it’s essential for your business to weigh the pros and cons and decide whether it is right for your specific needs or if investing in a custom logo for business would be more beneficial in the long run.

NOTE: If you choose to get a template logo, you’ll WANT a WORKING .EPS or .SVG file. Not a flat .JPG or .PNG file. JPGs and PNGs are not editable. PSD is also Photoshop and that is NOT a file type that’s a working version either.

What’s the process of a custom logo design?

To create a logo, the process of designing it custom varies depending on the designer.

Our simple 3-4 week step-by-step process is:

STEP 1: Getting to Know You and Your Business

If you are just getting our custom logo / brand identity package, we’ll have you fill out a questionnaire and ask you some foundational questions around your brand’s purpose, mission, vision, target audience, competitors, personality, and any differentiators that stand out.

STEP 2: Concepting Ideas and Designs

From there, we spend about a week’s time concepting ideas and based on the size package you purchased will vary on the number of “rough-draft” ideas we will present to you.

STEP 3: Feedback and Revisions

After your feedback, we finalize the design. This takes up to 2 rounds of revisions.

STEP 4: Logo Files

Once you approve, we prepare the working, high-resolution, and web-based versions of your logo files. We’ve sometimes produced well over 100 files for our clients.

STEP 5: Packing up your files in a Brand Kit

Beyond the logo, we also prepare a style guide and the rest of assets that would go in your brand kit package.

NOTE: If you purchase a custom logo, make sure that you’re involved in the conceptualization part of the process. Meaning, you see various concepts presented and give feedback. The designer should present their decision-making for each concept based on their research and execution.

Some frequently asked questions around logos

Can I make my own logo for my business? And, how do I make a completely custom logo?

Yes, you can definitely make your own logo for your business! Many entrepreneurs and small business owners create their own logos, especially when starting out asking, ‘how do I create a logo for my LLC?’. Here are some steps and considerations if you decide to go this route:

Understand Your Brand: Before diving into design, think about what your business stands for, its values, target audience, and unique selling points. Your logo should reflect these aspects.

Research: Look at logos from competitors or businesses in similar industries. This can give you a sense of what works and what doesn’t, and help you differentiate your brand.

Sketch Ideas: Start with rough sketches of your ideas on paper. This can help you visualize concepts and decide on a direction before using any software.

Choose Colors Wisely: Colors can evoke emotions and convey meanings. For example, blue often represents trust and stability, while red can evoke passion or urgency. It’s essential to choose colors that align with your brand’s message.

Consider Typography: The font you choose should be readable and align with your brand’s personality. For instance, a tech startup might opt for a modern, clean font, while a bakery might go for something more playful and handwritten.

Use Design Software: If you’re comfortable with design software like Adobe Illustrator or CorelDRAW, you can use these to create a professional-looking logo. If not, there are many online logo makers and apps designed for beginners, such as Canva, Looka, or Wix Logo Maker, to name a few.

Keep It Simple: Remember this best practice – a simple design is often more recognizable and versatile. Think of iconic logos like Apple or Nike – they are straightforward yet memorable.

Get Feedback: Share your logo with friends, family, or potential customers to gather feedback. They might provide valuable insights you hadn’t considered.

Versatility: Make sure your logo looks good in different sizes (from business cards to billboards) and in both black and white and color.

Secure Rights: If you use any elements that aren’t original, ensure you have the right to use them in a commercial setting to avoid potential legal issues.

What if my logo looks similar to another brand, but it’s not exactly the same? Does that still mean my logo is “custom”?

Having a logo that looks similar to another means that your logo style is generic or cliche. Having a generic logo doesn’t necessarily mean it’s bad for your business, but if you want to stand out, you might want to consider a brand refresh/rebrand.

How can I tell the difference between a template and custom logo?

The easiest way to check is to do a reverse image search in Google. Here’s the link to it.

How much does it cost to get a custom logo?

The cost of a custom logo varies widely based on several factors:

Designer’s Expertise and Reputation: A well-established designer or design firm with a strong portfolio and extensive experience can charge considerably more than a novice designer.

Design Complexity: A simple logo will typically cost less than a more intricate design that requires more time and expertise.

Process Involved: If the design process includes extensive research, multiple revisions, brand consultation, and various logo variations (e.g., for different backgrounds, orientations, or mediums), the cost can be higher.

Geographic Location: Design services in major metropolitan areas or in countries with a high cost of living might be priced higher than in other regions.

Usage Rights: If you’re purchasing full exclusive rights to the logo (meaning the designer can’t resell or reuse the design), it might cost more.

Additional Deliverables: If you’re not just getting a logo but also other branded materials (e.g., business cards, letterhead, social media graphics), the cost will increase.

To give a general price range:

DIY Online Logo Makers (e.g., Canva, Looka): These can range from free to around $50-$500 depending on the package and rights purchased.

Freelance Platforms (e.g., Upwork, Fiverr): You can find designers who might create logos for as low as $5 to $10, but for high-quality work from experienced designers, you might pay anywhere from $50 to $1,000 or more.

Local or Independent Freelance Designers: Typically, these might charge anywhere from $250 to $5,000, depending on their expertise and the complexity of the work.

Branding Agencies: These offer comprehensive branding solutions, not just logos. Engaging an agency can cost anywhere from $5,000 to $50,000 or more for large corporations.

Always remember that with logos, as with many things, you often get what you pay for. While a low-cost logo from a template or a quick design might serve short-term needs, investing in a quality custom logo can pay dividends in terms of brand recognition and credibility in the long run. Always review portfolios, check references, and communicate your needs clearly to ensure you get the best value for your investment.

We have custom logo packages at $3,000 and full branding packages that include the custom logo with foundational brand strategy at $12,000.

Here are a few custom logo projects with case study links we have done for our clients.

Abacus Business Solutions

Heritage Business Strategies

12 Notes Coaching

Emerging Futures

Visit our Instagram Highlight to see additional work.

Need a Custom Logo?

With over 20+ years of experience in creating custom logos, we value each business with respect in uniquely identifying what makes you stand out in the market.

Our track record makes us a capable fit in walking you through our first-class, creative, and strategic process.

We’ll uncover the areas that you might not have even thought of and that’s part of the surprise and delight our customers experience when engaging with us.

We invite you to come on over to our contact page, fill out our form, and schedule an appointment. We look forward to meeting you.

Logo Psychology: Your Logo’s Powerful Sway Of Decision-Making

28Lions — Thu, 28 Sep 2023 18:20:02 +0000

Logo Psychology: Your Logo's Powerful Sway Of Decision-Making

September 28, 2023
Nicole Andrew

Delving into the realm of logo psychology reveals the subtle, yet powerful ways in which your logo can sway perceptions and choices with your audience.

The psychology of logo design shows how reasoning is shaped when people buy your offers and services. You see, a logo isn’t just a visual mark; it’s a powerful communication tool that, when designed effectively, can influence the way consumers perceive and interact with your brand within SECONDS of seeing it.

So, how do logos use psychology? Immediately, your audience will form a gut feeling of your brand once they lay eyes on it.

Succinctly put, that gut feeling is what ‘makes’ a brand and it visually and psychologically starts with your logo.

Would your brand logo widen the eyes of your audience with interest and consideration? OR, would it fall flat, with little to no impact? Sadly, if it misses the mark, most likely it’s passed up in the consideration process.

In this blog article, we dive into this realm of logo psychology, breaking down what’s analyzed, and how you can measure up your logo with some important best practices. We also give some tips on ways to improve your logo once it’s already created.

REMEMBER THIS: The best way to do branding is by continually refreshing your brand.

We aren’t saying, “It’s time to rebrand.” But we are saying it’s best to get educated and consider the impact your logo is currently making. The information below will help you determine if you should refresh your logo and overall identity.

What is Logo Psychology?

Logo psychology refers to the study and application of principles from psychology in the design and analysis of logos.

It’s all about IMPACT and MEMORABILITY.

It only takes people an average of 7 seconds to form an impression of your brand, but it takes 5-7 impressions for consumers to recognize your company logo. Use designs and colors that align with your brand’s values.

Brands invest a lot of resources in logo design because they understand its importance in influencing consumer perceptions and behaviors. Using the principles of psychology can help you in creating a logo that’s not only aesthetically pleasing, but also impactful and aligned with your brand’s intended message and identity.

So, How does Logo Psychology influence buying decisions?

When looking at all the combinations of logo design elements, there’s a psychological embedded effect that can evoke certain ‘gut feelings’, perceptions, and associations in consumers, ultimately influencing their choices.

Think of it this way, if you understand what a first impression can make when someone enters a room, your logo is the same. Your logo is often the first visual cue a potential customer encounters regarding your brand.

The goal is to immediately convey the essence of your brand, making it easier for your audience to understand within seconds what your brand is about AND at the same time, whether it aligns with their needs, and desires.

THIS is all done in just SECONDS, AND, it’s why memorability and impact is the goal with solid-looking logos.

If you can keep your brand at the forefront of your audience’s mind, you’ll have a higher chance of them recalling your offers/services and choosing you over your competitors.

These are the parts that get ANALYZED by your audience in SECONDS of seeing your logo:

Colors

If you’ve been wondering, ‘What is the psychology of color for logos?’, color psychology in logo design is powerful and persuasive. Different shades evoke distinct emotions and responses from viewers.

They are often analyzed because they evoke feelings. They are often associated with common feelings around trust, reliability, warmth, happiness, safety, or excitement. If these emotions align with the consumer’s current state or desires, they may be more inclined to purchase.

For instance, RED is often linked to passion, energy, and urgency, making it a popular choice for brands that want to convey excitement or prompt action. BLUE, on the other hand, symbolizes trust, calm, and reliability, which is why many corporate and tech brands employ it to project stability. GREEN resonates with nature, health, and tranquility, making it ideal for brands associated with the environment or wellness.

YELLOW, being bright and sunny, evokes feelings of optimism, happiness, and warmth. PURPLE, historically tied to royalty, conveys luxury, elegance, and mystery. ORANGE, a blend of red’s passion and yellow’s joy, represents creativity, enthusiasm, and friendliness. BLACK projects sophistication, luxury, and seriousness, while WHITE stands for purity, simplicity, and cleanliness. BROWN evokes feelings of earthiness, durability, and reliability.

Brands strategically use these associations to mold consumer emotions and perceptions. By understanding these nuances, your business can select logo colors that align with your desired brand image and audience’s feelings around their needs, and desires.

Shapes

Beyond colors, the very shape of your logo can carry inherent meanings that the human brain has been conditioned to recognize over millennia.

Circles, often seen in logos, suggest unity, wholeness, and eternity, conveying a sense of trust and community.
Squares and rectangles, with their straight lines and right angles, imply stability, strength, and reliability, often resonating with businesses that want to project a sense of dependability.
Triangles, depending on their orientation, can symbolize power, progression, or even danger.
Curved shapes are generally perceived as feminine, soft, and nurturing, while angular shapes are seen as more masculine and powerful.
Lines communicate linear flow and depending on the weight of the line can communicate the impact as well. A thin line looks delicate, while a thick line looks strong.

Your choice of shape in your logo isn’t illogical—it’s a calculated decision based on the kind of message your brand wishes to send to your audience.

Weight

Weight is also considered in the intricate world of logo psychology. Referring to the thickness or thinness of your logo’s lines and symbols, they hold a significant psychological power. Logos with heavier, bolder design elements can evoke feelings of strength, stability, and authority. They command attention and can project an image of confidence and dominance.

On the other hand, logos with lighter, more delicate weights convey precision, modernity, and sophistication. They may be perceived as more approachable, innovative, or refined. For instance, a financial institution might opt for a heavier weight to convey trustworthiness and solidity, while a high-end boutique might favor a lighter, more elegant weight to reflect luxury and finesse.

The choice of weight, therefore, becomes a strategic decision in logo design.

Typography

Fonts carry intrinsic personalities and emotional undertones. With each typeface conveying distinct styles and values, the choice of font (and also the combination of them) communicates volumes of your brand’s visual essence, values, and approach.

For instance, serif fonts, known for their traditional decorative strokes, often evoke feelings of respectability, reliability, and heritage. In contrast, sans-serif fonts, characterized by their clean and straightforward lines, suggest modernity, simplicity, and innovation. Script fonts can convey elegance, creativity, or even playfulness (like cursive handwriting fonts), while display fonts can be used to establish a brand as unique or avant-garde.

(Even now, as you read this blog post, our heading and text fonts were carefully considered to not just make your reading easy and enjoyable, but the styles we chose reflect our authority and experience in the subject matter we teach and execute.)

Quality and Perceived Value

Professionally designed quality is also considered. If you have a well-designed, professional-looking logo, there is a perceived value that can suggest your brand offers high-quality products or services.

Quality becomes a reflection of your brand’s professionalism, attention to detail, and overall standards. High-quality designs are perceived as trustworthy, reliable, and reflective of a company that values excellence, likely to deliver superior products or services. However, a poorly designed logo can instill doubt, suggesting potential lapses in other areas of the business.

When potential customers or clients encounter your brand for the first time, quality is one of the initial touchpoints. The psychological implications of your design quality can either foster confidence, leading to positive engagement, or trigger skepticism, deterring potential interactions.

Simplicity vs. Complexity

The choice between simplicity and complexity in design directly affects an audience’s perceptions and their subsequent decision-making processes. Simplicity in logos often translates to instant recognizability. A clear and uncomplicated design ensures quick comprehension and easy recall, essential traits in a world saturated with brand imagery. This immediate clarity can foster a sense of transparency and trustworthiness for the brand.

On the other hand, complexity, when executed well, can convey depth, intricacy, and richness. A complex logo might hint at a layered brand story or heritage, inviting the viewer to delve deeper and form a more profound connection. However, there’s a fine line to tread; overly complex logos risk being misunderstood or forgotten in the sea of brand visuals.

From the standpoint of logo psychology, while simple logos capitalize on directness and immediate impact, complex logos leverage detail and narrative. The choice between the two hinges on the intended brand message, target audience, and the nuances the brand wishes to communicate, all playing pivotal roles in steering consumer decisions.

Subliminally Hidden Meanings

Not all logos need to have hidden meanings, but if you want a logo to reflect some originality, consider embedding design elements with hidden meaning, like the arrow in the FedEx logo that signifies forward movement and precision. Or, the arrow in Amazon pointing from A to Z. Brands like Nike show the shape of a runner’s shoe in their swoosh and Beats headphones logo shape looking like their actual product.

There are several brand logos that incorporate the hidden meaning, because once you have that ‘AHA’ moment, you just can’t unsee it the next time you come across their logo.

Cultural and Social Impact

Be AWARE that symbols, colors, and shapes, while universally recognizable, carry distinct cultural connotations and might mean different things in different cultures. Rooted in historical events, traditions, and beliefs, these culturally imbued meanings can evoke a gamut of emotions and associations.

The more you know what each element means, the deeper the reason to either connect or stay away.

That said, purchasing products from socially and culturally respected brands might be seen as a way of identifying with or supporting certain values. That goes the same for boycotting brands as well.

Action-Oriented

Action-oriented logo designs, characterized by dynamic shapes, forward-pointing arrows, or elements that suggest movement, play a pivotal role in logo psychology by evoking a sense of momentum, progress, and proactivity. When viewers encounter such logos, there’s a subconscious stimulation of forward-thinking, enthusiasm, and a readiness to engage.

These designs convey a brand’s drive, suggesting innovation, agility, and a future-focused approach. For businesses in industries that value rapid innovation or constant evolution—like technology startups, sports brands, or even certain service sectors—an action-oriented logo can signal that the brand is always on the move, never stagnant, and is perpetually striving for better.

This dynamism can be a decisive factor in consumer decision-making. When faced with multiple options, the brand that visually communicates proactivity, ambition, and the promise of continuous improvement is more likely to draw and retain customer interest, motivating them to engage, invest, or purchase.

Your Authenticity Is Reflected In Your Logo’s Design

Through the lens of logo psychology, understanding these nuances allows you to create a specific image in the minds of your audience, subtly and authentically guiding their feelings by making honest decisions to, ultimately, sway their decision-making processes.

The elements you pick, the shape, font, color, weight of each, how complex or simple it looks all communicate certain messages about your brand.

The more you KNOW your brand will give you the strategy needed to make the best decision choices in creating your logo.

Use These Best Practices To Follow (and Measure Up With) In Your Logo Design

Logos that are created with thoughtful strategy are executed on these principles for successful brand design. They are listed as questions to help you measure how your logo lines up with the psychological inner workings with your audience.

#1 Are the elements easy to read and is there good contrast?

The choice of font and shapes in your logo design is pivotal. Fonts contribute significantly to a logo’s readability and the overall impression it conveys. A well-chosen font can enhance the brand message, while a poorly chosen one can detract from it. Your shapes should also be clearly read especially if your logo is a bit complex.

Readability is paramount; if you even struggle to decipher your logo’s name or shapes, your logo might fail to achieve its primary purpose. What will help you is contrast. Contrast ensures that your text stands out against its background, enhancing legibility.

Whether it’s a stark color difference or a play between bold and light font weights, effective contrast can make the difference between a logo that catches the eye and one that fades into the background.

PRO TIP: Even out the intensity (saturation) of your colors, AND pair those colors up with a very light version and dark version. Dark fonts on light backgrounds and vice-versa. Fonts will be better read using thicker weights, and a balance of white space, the line-height area between paragraphs and lines of copy. Font size also should be distinguished with enough change from a headline font and its complimentary paragraph style.

#2 Do you have versions to make it versatile and adaptable?

Versatility in logo design is a cornerstone of its effectiveness in the modern branding landscape. A well-designed logo must be adaptable across a myriad of platforms, from business cards to billboards to digital media. This requires having different versions of your logo, such as all black, all white, full-color, horizontal, vertical, or simplified versions, ensuring its integrity remains intact irrespective no matter where it’s used.

The rise of digital media, particularly social media profiles and mobile applications, underscores the importance of this adaptability. A versatile logo translates to consistent brand representation, a critical element in building brand trust and recognition.

PRO TIP: Take the most crucial parts of your logo and group them to form the most basic representation of your brand. Scale it down to its smallest size and see whether you recognize it. Make sure it’s readable too.

#3 Is it simple to comprehend?

Simplicity is a hallmark of many iconic logos. A simple design facilitates instant recognition, memorability, and clarity of message. Overly complex logos can be challenging to reproduce at smaller sizes and may lose their impact or meaning when viewed from a distance or when quickly scanned by an observer.

The goal of your logo is to encapsulate the essence of a brand in a glance. Does it make sense quickly?.

PRO TIP: Use the KISS principle when editing your logo. Keep it Simple and Succinct. If that means your logo can do without an element and keep its message… REMOVE that element.

#4 Are the elements balanced well?

Balance in logo design refers to the distribution of weight and interest across the logo. Properly balanced elements lend a sense of stability and harmony, ensuring the logo feels cohesive and aesthetically pleasing.

Whether it’s a symmetrical design, where elements mirror each other, or an asymmetrical design that uses color, size, or placement to balance disparate elements, achieving equilibrium is crucial. A well-balanced logo ensures that no single element overshadows another, allowing the logo’s message and imagery to be conveyed seamlessly.

PRO TIP: Even out the parts that overpowers the rest. For example, let’s say your name has some font weight readability issues. Go ahead and either thicken or balance the weights of the words. Don’t let one part be dominant and that’s the only part that gets remembered.

#5 How original is it compared to others?

Originality is the touchstone of an impactful logo. In a world saturated with brands and symbols, a logo’s uniqueness sets a brand apart and ensures it doesn’t get lost in the crowd.

While it might be tempting to follow current design trends or mimic successful competitors, the best logos have a distinct identity that resonates authentically with the brand’s values and mission. Originality not only distinguishes your brand from its competitors, but also fosters a sense of authenticity and trustworthiness among its audience.

PRO TIP: Do some research to see if your logo stands out with a UNIQUE look and feel. Are there elements used that look common? If so, could one of those elements get replaced or edited to make its overall appearance a bit different?

#6 In 5 years’ time, would you still use it?

Longevity is a vital consideration in logo design. While it’s essential to have a design that feels current, it’s equally important to ensure it won’t quickly become dated. Trends come and go, but a timeless logo endures, continuing to represent the brand effectively for years, even decades.

When designing or evaluating a logo, ask yourself, “Will my logo still resonate and remain relevant in the future?” A truly successful logo transcends fleeting design fads and continues to encapsulate the brand’s essence, regardless of changing market dynamics or shifts in design preferences.

Need Help With Your Logo?

While crafting a logo can be as simple as going on an app to generate design ideas, a well-crafted logo, based on brand strategy, is formed from a different kind of process.

If you want a logo that connects deeply with your audience and can capture their attention within seconds, consider working with us in helping you create your logo.

Logo psychology is the real deal.

When executed correctly, it can captivate consumers, set brands apart from rivals, enhance brand recall, sway investor choices, and fully communicate your brand’s essence.

All the logos we design for clients look vastly different from one another. They don’t have an overall style. That’s because we execute on these design best practices above.

If you already have a logo or are in the process of creating one and you’d like some help, let’s talk. Visit our contact page, fill out or form and schedule an appointment. We will be happy to connect with you and learn more about your brand.

What Is Market Positioning? It’s How To Attract Sales

28Lions — Wed, 20 Sep 2023 15:33:32 +0000

What Is Market Positioning? It's How To Attract Sales

September 20, 2023
Nicole Andrew

If you’ve ever thought, “How do we make our offers and services stand out in this crowded market we’re in?” Your answer starts by asking, ‘What is market positioning?’

Positioning helps you not only look attractive, but it influences the way your target audience sees you ‘radically different’ in your market.

By seeing you radically different, their purchasing decision is made sometimes thoughtlessly because it’s easy for them to make. That’s where you want to be with your brand.

It’s the key to attracting sales.

So, how do you make your brand radically different?

First, it’s good to ask,

What is market positioning? (How do you define market positioning?)

Positioning in marketing, also known as ‘brand positioning’ refers to the process of establishing a unique identity (or differentiation) for your offers and services in the minds of consumers. It’s about carving out a UNIQUE SPACE in the market landscape where your offer is not only recognized, but preferred. Think of it as the “space” your brand occupies in the consumer’s mind, relative to your competitors.

Quick definition: Radical differentiation of your company, service, and/or offer is positioning.

Some easy-to-understand examples are:

Tesla is noted for self-driving vehicles.
Starbucks is perceived as a reliable provider of premium-quality coffee and drinks.
Burger King is recognized as a go-to spot for fast and affordable food.
Apple is viewed as a tech giant delivering innovative and intuitive solutions.
Home Depot is a main brand in home building supplies.

Did you think of any of their competitors? It’s pretty easy when you think of the market they are in.

So, Why is Market Positioning Important? How Do You Benefit?

Simply put, once you answer, ‘what is market positioning?’ and differentiate, your brand becomes easier to remember, your messaging becomes more engaging, you’ll see an increase in your customers’ loyalty, and they’ll put value on your brand beyond the prices you list.

When your audience remembers your brand easily, it’s because they recognized it without significant prompting.

You’ll draw in the right customers too. Instead of just highlighting the functional aspects of your offer or service, your brand can leverage an emotional appeal. This is because you’re tapping into their feelings, aspirations, and desires.

After they’re authentically hooked, your audience will then show loyalty toward your brand over your competitors, even when other options might be available. That’s the value they buy over a listed price.

In the end, your audience receives a better customer experience all because that difference is WHY they buy.

You might already have an idea why it’s important, because you’re asking, ‘What is market positioning?’ That means you’re already in the process of developing a positioning strategy.

So, what happens when you don’t have a positioning strategy?

Well, not having one means your brand has a higher chance of getting,

Lost in the crowd
Overlooked
Passed By
Skipped
Muted
Ignored
Rejected

That’s not where a brand wants to be in the market, especially yours. Without differentiation, the consumer faces a frustrating experience in not quickly knowing which service to buy.

So, what do you do first? According to the brand leader that Steve Jobs referenced, Marty Neumeier, you start the ‘what is market positioning?’ process with answering 3 little, but important questions:

Who are you?
What do you do?
Why does it matter?

(Source: The Brand Gap – by Marty Neumeier)

Your answers, especially that 3rd one will give you a compelling reason WHY your audience should care about your brand, service or offer.

Determining your WHY then leads to identifying what type of strategy to consider implementing.

What Are the 4 Types of Positioning Strategies?

Although you’ll find different types of market positioning strategies, there are mainly 4 types. These 4 revolve around, ‘what is market positioning?’:

Competitive Positioning

This strategy is all about setting your offer or service apart from the competition. It’s a comparative approach where brands emphasize how their offerings are superior or different from those of competitors.

Product Positioning

Centered on the product’s attributes and benefits, this strategy focuses on aligning your offers and service features with the specific needs of the consumer. It’s about showcasing how your offering / services can solve particular problems or enhance your customer’s experience.

Situational Positioning

As the name suggests, situational positioning is about timing and context. Here, the emphasis is on presenting your offer or service as THE PERFECT solution for particular situations or moments that your targeted consumers might face.

Perceptual Positioning

This is a psychological strategy, aiming to shift or shape what your target audience has about their circumstances. It’s not just about your offerings, but about influencing how people perceive and feel about their situation, thereby making your offer or service more appealing or necessary.

How To Develop a Positioning Strategy: A Step-By-Step Guide

Knowing ‘what is market positioning’ and the types of positioning strategies is one thing; implementing them is another. So, how can you develop a positioning strategy that works?

STEP 1- Identify AND Understand Your Target Audience: Who are they? What do they want? What problems are they trying to solve? Delving deep into your audience’s psyche will provide valuable insights.

STEP 2- Define the Core Benefits of Your Offers and Services: List the advantages and ways your target audience improves their WAY-OF-DAILY-LIFE. It’s essential to pinpoint both logical and emotional advantages and to adopt the appropriate language of how they speak.

NOTE THIS:

Steps 1 and 2 are interchangeable. You might need to tweak your offerings and services depending on what you research about your target audience. Also, you might decide to change your target audience depending on the aspects that make your offerings and services stand out. You’ll want to reference the 4 Types of Positioning above.

How To Find Your Target Audience: Your Data’s Valuable

STEP 3- Identify AND Analyze Your Competitors: Examine your competitors’ strengths and weaknesses (part of the SWOT analysis). Then, identify the GAPS to understand where you stand in relation to them.

STEP 4- Define Your ONLYNESS: Your unique selling proposition (USP) or ONLYNESS as Marty Neumeier puts it, is what makes your product different and better. It’s the core essence of your difference that you’ll communicate to your audience OVER your competitors you listed.

NOTE THIS:

Of all the steps in how to develop a market position, it’s this one that’s MOST important. You see, in the masses of articles that you read on how to develop a positioning statement, what you won’t see is just how SIMPLIFIED this part of the process is. Coming up with your ‘ONLY’ will be the single most powerful part of market positioning because it hinges on your brand becoming the ‘only’ in its market. When you find your ‘only’ it will feel like you have no competition.

Some marketing and/or branding experts might explain a complex way to create a USP or differentiation strategy. We on the other hand educate our clients based on the source that not only certified us as brand strategists, but also guided Steve Jobs and other famous brands like IBM, Adobe, and Google. He’s got a SIMPLE positioning strategy available in this publicly-shown template you’ll see in step 5.

STEP 5-Craft your Positioning Statement: A positioning statement is a brief declaration that communicates your ONLYNESS. Follow this template.

STEP 6- Test and Adapt: Once you’ve developed your positioning strategy, it’s vital to test it. This can be through market research, focus groups, or A/B testing. Take feedback seriously and be ready to adapt.

Need help developing your position?

We get it. Although we help answer ‘what is market positioning?’ and give you the types AND steps to create it, the work it takes to research and apply these strategies is not so simple. It requires time, money, and energy. Also, if you don’t fully know what makes you the ONLY, we encourage you to talk with us about it.

Want to know why we care? Here’s our statement:

28Lions is the only branding and marketing agency that teaches service-based entrepreneurs brand strategy through educational programs along with providing expert-level brand strategy, creative, and marketing services.

Meaning, you won’t find an agency that offers a suite of DIY brand strategy courses along with done-for-you brand strategy, creative and marketing services.

That said, establishing a distinct and memorable market presence (based on your difference) is not just an advantage—it’s a necessity. Our branding agency goes beyond creating pretty assets (like logos, marketing materials, etc), we delve deep into the essence of your brand, understanding your vision, values, and the unique attributes that set you apart.

By partnering with us, you’re not just getting a strategy; you’re securing a legacy for your brand, built on clarity, consistency, and authentic connection. We’ll not only educate you through our workshops, but deliver you first-class quality execution.

How To Make Your Brand Words Powerful

28Lions — Tue, 22 Aug 2023 12:11:34 +0000

How To Make Your Brand Words Powerful

August 22, 2023
Nicole Andrew

Brand words are more than just a collection of keywords or catchphrases; they are the essence of your brand’s personality, values, and voice. If you’ve felt stuck at how to bring about your brand words to life, you should look at them from a different perspective.

Rather than merely trying to shoehorn these words into your marketing content, you need to breathe life into them, make them part of your brand’s DNA. You first have to understand who your character brand is to then be able to speak like them.

In this blog post, we’ll explore the vital steps to make your brand words not just words on a page, but the living expression of what your brand stands for.

STEP 1: Identify Your Audience Archetype - what it is and why it matters

An audience archetype is a ‘profile’ that represents your target audience for your brand. It matters because it helps you create targeted messages, resonating with their characteristics, values, and needs helping you communicate better and building your brand trust.

By focusing on two picked audience archetypes rather than one, you can understand both the characteristic combinations and the deeper emotional layers of your audience’s challenges, fears, and desires. This will better your brand’s identity in creating more impactful, rich-filled, and human-centered messages.

Combining two audience archetypes is a strategy that puts your customer at the heart of your brand, leading to stronger connections for your long-term success.

Your Audience’s Challenges, Fears, and Desires

It’s not just about selling your offer(s); it’s about addressing real human emotions and needs.

By identifying and speaking to these three aspects, you’ll demonstrate empathy and understanding, showing that your brand is not just about transactions, but about relationships.

You can then craft solutions that genuinely address their pain points, alleviate their fears, and fulfill their desires.

Identifying their needs, desires, and pain points requires research, empathy, and analysis. That means intentionally communicating with them is the first step in how to understand them. Plan it all out and put in the research to learn their demographics and psychographics.

Your research can include surveys, focus groups, and understanding your customer’s feedback. Recognize what they require, wish for, and the problems they face, enabling the creation of your offer(s) and the messages that connect directly to their interests.

Your listening and interpersonal skills will make the MOST out of understanding your target audience.

STEP 2: Identify Your Brand Archetype

Because your brand operates like a HUMAN, it’s also based on an archetype(s).

By identifying with a particular archetype, your brand will take on a PERSONA. That means you’re able to articulate its values, mission, and messaging, creating a coherent and appealing brand image when engaging with your audience.

Understanding the role that your brand plays is a fundamental aspect of building a successful and coherent brand identity.

Your Core Brand Plays An Important Role

Understanding the characteristics of your brand means diving into what makes your brand unique, including its purpose, values, mission, and personality. Identifying with a specific archetype allows your target audience to quickly grasp what your brand stands for and what they can expect from you.

Just like your audience archetypes, these characteristics about your brand provide a foundational infrastructure for all your marketing efforts, ensuring consistency and rich-filled communication across every touchpoint.

***Read these related articles if you haven’t written your: Brand Purpose, Mission Statement, Vision Statement, or Values.

Expressing your brand’s character allows you to communicate more powerfully and connect more deeply with your audience.

STEP 3: Visualize the Person Your Brand Has Become

Visualizing your human characteristics and nature means:

You’ll become more approachable, engaging, and memorable.
You’ll be able to craft messages that speak like a human, not like a faceless corporation.

If you want your brand to become more personable, answer these questions,

If your brand were a friend, what would they sound like?
What would they care about?
How would they interact with others?

Answering these questions helps you create a voice, tone, and style that feels natural and authentic. THAT IS WHAT MATTERS when in relationship with your audience.

When your brand becomes HUMAN, you’ll turn your brand into a living entity that connects, communicates, and builds lasting relationships with your audience.

Express Your Brand

Focusing on how your brand expresses itself is an essential aspect of creating a cohesive and resonant brand identity. It’s not just about the words you say on a page but the whole personality and image your brand embodies. Remember to be consistent.

Here’s how you might approach these two aspects:

What type of tone are we using

Your tone of voice is one of the most critical elements of a brand’s expression. It sets the mood and conveys your brand’s attitude. The choice between funny, serious, formal, casual, or any other tone must align with your brand’s values, audience expectations, and the context in which your brand operates.

Visualize how your brand would move its body, express its face, and clothes it would wear

Visualizing the brand as a person extends the concept of brand identity into a more tangible and relatable realm. It’s a creative and powerful way to explore and define the brand’s personality further:

Body Movement: How would your brand move if it were a person? Gracefully? Energetically? Confidently? The way the brand “moves” can translate into the design, flow, and feel of everything from your website to your in-store experience.

Facial Expression: Is your brand’s “face” friendly and welcoming, stern and authoritative, or quirky and mischievous? This can guide the visual imagery you use, such as graphics, photos, and video content.

Clothing Style: What “clothes” would your brand wear? Elegant suits? Casual wear? Trendy or classic? This can inform the design aesthetics, including colors, fonts, and overall style.

STEP 4: Using your brand words in your brand marketing:

Once you’ve created your brand words, here’s a process on how to use them.

Have your brand words list readily available (from your brand guidelines) and stick to the strategic direction. It was created intentionally with you in making this all possible.
By learning your words, seamlessly weave them into all forms of content marketing. This means not just including them but crafting sentences and narratives that naturally incorporate these words.

They should enhance the content, not feel forced or artificial. Consistent use across different platforms, from websites to social media to email campaigns, reinforces your brand’s voice and identity.
If you’re creating videos, consider how your brand as a person would sound and act. Use voice-over or presenter styles that align with your brand’s personality. Visual elements, like design and imagery, should also reflect the brand words, creating a cohesive visual and auditory experience.
Your brand may grow and evolve, and your brand words list should reflect this growth. Regularly review and update your list to ensure it stays aligned with your brand’s current stage. This includes not just adding new words, but possibly phasing out words that no longer fit. Keeping your list up-to-date ensures that your content continues to resonate and accurately represents your brand.
Ensure that everyone involved in content creation understands and uses the brand words list. This may require training, collaboration, and ongoing communication to keep everyone on the same page.

Need help in your Brand Words research?

Crafting the right brand words and integrating them seamlessly into your strategy can be a complex process. It’s not just about selecting words; it’s about understanding their impact, their alignment with your goals, and how they fit into the larger picture of your brand.

Contact us to help you find the right voice for your brand and bring your words to life. Your brand deserves to be heard, and we’re here to make sure it’s a ROARING success.

Make Your Brand Marketing Strategy Successful With Brand Strategy

28Lions — Mon, 14 Aug 2023 19:48:05 +0000

Make Your Brand Marketing Strategy Successful With Brand Strategy

August 14, 2023
Nicole Andrew

In today’s consumer-led economy, brand marketing strategies are what business owners MUST HAVE to be reaching and engaging their target audience. But what fuels these strategies and ensures that they resonate with the right people at the right time?

The answer… a well-defined and carefully crafted brand strategy.

A brand strategy acts as the foundational blueprint defining who you are as a brand, what you stand for, why your brand matters, and how you want to be perceived by your audience. Establishing a clear brand strategy ensures that all marketing efforts align with the overarching goals of your business.

When brand strategy and brand marketing strategies are in sync, the result is a powerful, coherent, and authentic brand presence that connects with consumers on a deeper level. It’s this alignment that makes marketing efforts more effective, meaningful, and ultimately successful.

In this blog post, we’ll explore the intricate relationship between brand strategy and brand marketing strategies, revealing how one shapes the other and why this integration is crucial for building a brand that not only stands out but also thrives.

What are brand marketing strategies?

Brand marketing strategies are comprehensive plans that outline your “brand’s” approach to produce, price, promote, and position your offer(s) within your market. These strategies are designed to build awareness, recognition, engagement, preference, and loyalty, among your target audience to achieve specific marketing goals.

To better understand brand marketing strategies, you’ll first need to learn brand strategy.

What Is Brand Strategy And Why It’s Before Brand Marketing

Brand strategy refers to a long-term plan that your business develops in order to achieve specific brand goals. It serves as a guiding beacon that informs not only your marketing, but also various operational aspects of your business.

The central components of a brand strategy typically include:

Core Brand (purpose, mission, vision, values)
Target Audience Identification
Competitive Analysis
Positioning
Value Proposition
Brand Personality
Messaging & Storytelling
Brand Identity

Each of these components serves a distinct function in the overall foundation of a brand.

For instance, brand positioning helps define where your brand stands in relation to its competitors, while your brand identity represents the aesthetic features like logos, typography, and color schemes. Together, these components create a unified and comprehensive strategy that shapes the public perception of your brand, setting expectations, and guiding interactions.

Have A Clear Core Brand Of Purpose, Mission, Vision, And Values

The core of brand strategy lies in a clear brand substance, which encompasses the purpose, mission, vision, and values of your brand. It acts as the heart and soul of your brand, providing a sense of purpose and direction that’s beyond money.

The mission statement outlines your brand’s fundamental commitment(s) and what it aims to achieve. The vision statement, on the other hand, shines the light (like a North Star) of the desired future state and what your brand aspires to become. Together, the mission and vision statements create a powerful narrative that inspires both employees and customers.

Values are the guiding principles that shape the behavior and culture within your business, ensuring alignment with your brand’s DNA. A well-defined core brand acts as a compass, ensuring that all actions, communications, and decisions are consistent and coherent with what your brand represents.

Brand Strategy Lays The Foundation For All Brand-Related Activities

Brand strategy is not merely an isolated aspect of marketing; it forms the very foundation for all brand-related activities. Businesses that skip brand strategy and go straight into marketing and advertising have a higher chance to fail than to succeed within their first 5 years.

The most common reasons small businesses fail include a lack of capital or funding, retaining an inadequate management team, a faulty infrastructure or business model, and unsuccessful marketing initiatives.

Whether it’s product development, customer service, marketing campaigns, or internal communications, your brand strategy serves as a unified guide that ensures consistency and alignment across your entire business.

Branded Content is 22 times more engaging than marketing display ads. 91% of professionals agree it’s very important for your marketing materials to match your branding.

Branding is like a cemented infrastructure for all aspects of your business, ensuring that they work in harmony to build a cohesive and recognizable brand image. By having a robust brand strategy, your business can ensure that every touchpoint with your customer reinforces the core brand, creating a strong and lasting impression.

Like a new building getting formed, the strategy part of branding is like a blueprint that informs and shapes every element of your brand, from the messages conveyed in advertising, to the design of your offer(s) and the tone of customer service interactions. Without a well-articulated brand strategy, businesses like yours risk disjointed efforts and mixed messages, potentially leading to confusion and mistrust among customers.

In a study conducted by Marq (formerly Lucidpress), 85% of organizations reported they had brand guidelines. However, only 30% say they are enforced. As a result, 77% of brands end up with off-brand content.

The foundation laid by a solid brand strategy ensures that all efforts are coordinated and purposeful, contributing to building you a strong, reputable, and enduring brand.

Understanding Brand Marketing Strategy

Brand marketing strategy is an intricate plan that focuses on promoting and positioning your brand within the market to achieve specific business goals. Unlike generic marketing (which is becoming increasingly ineffective), brand marketing (developed from brand strategy) emphasizes the unique characteristics and values that define your brand, making it stand out in the crowded marketplace.

Key components of a brand marketing strategy often include:

Target Audience Analysis
Brand Positioning & Differentiation
Content Marketing
Email Marketing
Social Media Engagement
Influencer Collaboration
Advertising Campaigns
Performance Measurement (KPIs)

Together, these elements work cohesively to create a vivid and memorable brand image that resonates with your target audience.

The identification of your target audience (through brand personas) helps in customizing messages, while the content marketing aspect ensures that your brand’s story is told compellingly. Every piece of this strategy plays a vital role in cultivating a relationship with your customers and building brand equity.

Focus on Promoting And Communicating Your Brand To Your Target Audience

Brand marketing strategy isn’t just about promoting your offers; it’s about communicating your essence, values, and promise of your brand to your target audience. This requires a deep understanding of

Who your audience is
What they care about
Why your brand matters to them
How your brand can meet their needs or solve their problems

Through carefully crafted messages, visual elements, and experiences, brand marketing seeks to create an emotional connection with your audience, transforming your customers into raving and roaring fans. It’s about creating a consistent and relatable brand voice that speaks directly to the hearts and minds of the people your brand serves.

Whether through a heartwarming advertisement or an informative blog post, every piece of communication is designed to reinforce your brand’s identity and value, building trust and preference in the market.

Advertising, Social Media, And Direct Marketing

It’s been in the past 10 years that social media has significantly increased in brand exposure.

77% of consumers prefer to buy from brands they follow on social media.

In a brand marketing strategy, various channels play specific roles in reaching and engaging with the target audience. Advertising, whether through traditional media channels like streaming networks and print or digital platforms like Google ads or social media ads, advertising serves to create wide-reaching awareness and interest in your brand. It’s often the first touchpoint that introduces potential customers to what your brand represents.

Social media, on the other hand, offers a more interactive and personalized experience. Platforms like Facebook, Instagram, TikTok, YouTube, X, and LinkedIn allow brands to have real conversations with their audience, share insights, gather feedback, and build a community around shared values and interests.

Other (more direct) channels like email marketing, content marketing, influencer partnerships, and event marketing add further dimensions to your brand’s presence, each serving specific purposes in the overall strategy. The integration of these diverse channels ensures that your brand reaches your audience where they are and in ways that resonate with them.

This multichannel approach ensures a seamless and consistent brand experience, no matter how or where your customer interacts with your brand, strengthening recognition, affinity, and loyalty.

Brand Marketing Strategies And The 4 P’s Of Marketing

If you’ve been searching for ‘What are the 4 important brand marketing strategies?’, there IS NOT a specific number on brand marketing strategies. You might be getting this ‘4’ confused with the ‘4 P’s of Marketing’.

The 4 Ps model is a cornerstone in marketing that helps businesses like yours strategize and implement effective marketing plans. Understanding and balancing these four aspects is essential for creating a cohesive marketing approach that resonates with your target audience and drives sales.

The 4 P’s Of Marketing

The 4 Ps of marketing, also known as ‘the marketing mix’, is a classic concept in marketing that represents four essential factors that come into play when marketing an offering.

We mentioned these 4 at the beginning of this article. These four components are:

Product – this refers to the physical product or service that a business offers to its customers. It’s essential to understand what need or desire your offer fulfills and how it differs from your competitor offerings.
Price – this refers to the cost of the product or service. Pricing strategies are vital in positioning your brand within the market, influencing perceptions of value, and directly impacting profitability.
Placement – this refers to the distribution channels used to get your offer(s) to your customer. This “place” aspect considers where customers look for the product and how to ensure that it is conveniently available there.
Promotion – this refers to the marketing and advertising activities used to promote your offering(s). Promotion is all about how a brand communicates with your target audience and the tactics it uses to increase awareness, interest, and conversion.

FAQ: What are the 7 commonly used branding strategy?
In more recent times, some marketers have expanded the model to include three additional Ps, particularly in the context of service marketing, making it the 7 Ps. These additional components are People (the interaction between employees and customers), Processes (the procedures, mechanisms, and flow of activities), and Physical Presence (the tangible brand presence that helps to sell your offer(s), such as a physical location or website).

The Symbiosis Between Brand Strategy and Brand Marketing Strategy

Why IS The Alignment Between Brand Strategy And Brand Marketing Strategy So Vital

Alignment between brand strategy and brand marketing strategy is vital because it ensures that both your overarching goals and daily operations of your brand are moving in the same direction. While brand strategy is the foundational blueprint that defines what your brand is all about, brand marketing strategies, on the other hand, is the tactical roadmap to communicate and promote these aspects to the target audience. Without alignment, there’s a risk that marketing efforts may diverge from your brand’s core identity, leading to confusion, a diluted brand image, and lost opportunities.

How A Clear Branding Strategy Guides Marketing Efforts

A clear branding strategy provides clarity on who your target audience is, what your brand stands for, and how it should be perceived in your marketplace. This understanding guides every marketing decision, from the selection of channels and crafting of messages to the design of your visuals and execution of campaigns.

The Importance Of Consistency In Messaging And Visual Representation

Consistency ensures that no matter where or how your customer interacts with your brand, their experience and impressions are uniform. Inconsistent messaging or visuals can create confusion, erode trust, and diminish the perceived value of your brand. Consistency reinforces your brand’s identity, fosters recognition, enhances credibility, and builds a more profound connection with your audience.

We can’t stress this enough to business owners: Consistency in messaging and visual representation is paramount in building a strong and recognizable brand.

How Brand Strategy Ensures A Unified Approach Across All Marketing Channels

Since brand strategy acts as the foundational infrastructure, it ensures that all marketing channels deliver a consistent and cohesive experience throughout every touchpoint of your marketing. By defining the core elements of your brand, such as tone of voice, visual aesthetics, value proposition, and personality, brand strategy ensures that every touchpoint, be it a social media post, advertisement, email, or in-store experience, aligns with your overarching brand essence.

This unified approach amplifies your brand’s impact and ensures that it leaves a lasting and consistent impression on your audience.

Collaboration Between Branding And Marketing Teams

Perhaps one of the most crucial aspects of symbiosis between brand strategy and brand marketing strategy is the collaboration between your branding and marketing teams. These teams must work hand-in-hand, with a shared understanding of your brand’s core identity and a unified vision of how to communicate it to the world.

Regular meetings, clear communication, shared objectives, and collaborative tools are essential in creating a seamless integration between the strategies. This collaboration ensures that everyone is on the same page, that branding guides marketing, and that marketing amplifies branding, creating a synergistic effect that propels your brand forward.

Case Studies or Success Stories

In-Depth Analysis of Successful Brands that Have Integrated Branding Strategy with Brand Marketing:

Apple

Apple’s integration of branding strategy with brand marketing is perhaps one of the most iconic success stories in modern business. Their branding strategy is rooted in innovation, simplicity, and premium experience. Every aspect of their marketing, from product design to advertising, embodies these principles. Their famous “Think Different” campaign not only resonated with their core identity but helped redefine technology’s role in our lives. The challenge was maintaining this image across various product lines and keeping innovation at the forefront. The result has been a brand that is globally recognized, fiercely loyal customers, and continued leadership in the tech industry.

Starbucks

Starbucks transformed the coffee industry by integrating its branding strategy, focusing on community, quality, and experience, with a holistic brand marketing approach. From the store’s ambiance to the staff training, everything was aligned with their brand’s core values. They faced challenges in scaling this experience globally and maintaining quality. However, through careful execution and alignment between branding and marketing teams, Starbucks has created a unique coffee culture that transcends geographical boundaries.

Airbnb

Airbnb’s success in integrating branding strategy with brand marketing is evident in their community-centric approach. your branding emphasizes belonging, discovery, and unique experiences. The marketing activities, including user-generated content, social media engagement, and storytelling, reinforce these values. Challenges included regulatory hurdles and maintaining trust. Yet, by staying true to their core identity and leveraging innovative marketing, Airbnb has revolutionized the hospitality industry.

What They Did Right, What Challenges They Faced, And Their Results

The success stories above illustrate a few key lessons. Each brand clearly defined its core identity and ensured that every aspect of marketing was aligned with this essence. They faced challenges, whether it was scaling, maintaining quality, navigating regulations, or building trust.

However, they succeeded by maintaining alignment, fostering collaboration between teams, adapting to change, and staying authentic to their brand. The results have been powerful brands that not only lead their respective industries but have also shaped culture and consumer behavior.

Build a Monumental Brand Strategy That Aligns With a Brand Marketing Strategy

Building a robust and resonant brand strategy is no mere task; it’s a pivotal process that shapes your entire marketing approach. Your brand strategy isn’t just a logo or a catchy tagline; it’s the essence of who you are, what you stand for, and why your customers should care.

Because the process is complex and extensive, it makes partnering with our branding agency a strategic advantage for your growing business.

Here’s what you’d get when partnering with us:

20+ Years Expert Guidance – Although we are specifically a branding agency, we house a team of experts with 20+ years of (branding and marketing) experience, innovative thinking, and a deep understanding of your branding process inside marketing. (We are great collaborators, and it’s why we touched on “collaboration” earlier in this article.)

We don’t just help you build a brand; we help you shape an identity.

A Custom-Tailored Approach – Every brand is unique, and so should be its strategy. We take the time to understand your business, your vision, your audience, and your goals. We then craft a brand strategy tailored just for you, ensuring it resonates with your specific audience and stands out in the crowded marketplace. Just look at our case studies and portfolio. Each and every one of our clients is unique. WE DO NOT DO SAMENESS.

Alignment and Consistency – A coherent brand needs a consistent voice. Our agency ensures that your brand strategy is aligned across all marketing channels, creating a unified and powerful brand image that sticks in the minds of consumers.

We give you the language, the tone and voice that’s uniquely you and give you directions on how to implement it throughout your marketing. (NOTE: We incorporated a bit of “roaring” language in this article. Did you catch it? If not, you’ll see it below.)

Strategic Positioning – With keen market insights and strategic thinking, we position your brand where it matters most. We find that sweet spot where your brand’s unique value meets your audience’s needs and desires, setting you apart from the competition.

Adaptation and Growth – The market changes, and so should your brand. We help you adapt without losing your core, ensuring that your brand remains relevant, engaging, and growing, no matter what the market throws your way.

Holistic Integration – Our agency doesn’t just stop at branding. We collaborate with you and your team to integrate your brand strategy with your overall marketing strategy (for it to become your, “brand marketing strategy”), creating a seamless and effective path from brand awareness to customer loyalty.

Business owners that want solid marketing strategies know that brand strategy is a must in their overall business plan. Partnering with us becomes a strategic advantage to you because we carry the branding strategies, data-driven insights, and creative firepower to execute a strong, roaringly successful brand.

So, could now be the time to strategize your brand properly? Maybe by having some questions answered that will help you decide. We will be happy to answer and guide you through making the best and right decision for your brand.

Schedule a FREE consultation with us to get started in the process.

Want to see Some Of Our Case Studies?

A Brand Strategy Case Study - Biz Books On Fleek

A Rebrand Case Study - Abacus Business Solutions

What Is Market Competition? Your 2 Part How-To Rivalry Breakthrough

28Lions — Fri, 30 Jun 2023 10:00:00 +0000

What Is Market Competition? Your 2 Part How-To Rivalry Breakthrough

June 30, 2023
Nicole Andrew

If you know your audience, then what is market competition? It’s a question that then leads to deeper questions, Why should market competition matter to you as a business owner? And, How do you understand it enough to stand out in the crowd?

This blog post delves into the concept of what is market competition, aiming to provide a comprehensive understanding of its purpose and the mechanisms that drive its intensity across various markets.

We live in an era where the business landscape is continuously evolving, driven by factors such as globalization, technological advancements, and shifting consumer behaviors. Consequently, many markets are becoming significantly more competitive.

However, increased competition is not without its potential downsides, and understanding these is crucial to maintaining a sustainable and successful business operation.

We cannot ignore the importance of informed decision-making. To that end, we will explore how to conduct a competitive market analysis, a tool that can offer valuable insights into your competitors and the overall market landscape.

Finally, we’ll discuss the concept of differentiation, an essential strategy to stand out from the crowd and make your mark in a highly competitive market. Stay tuned to navigate your way through the sea of market competition.

What is market competition?

Market competition refers to the economic concept describing the rivalry between businesses striving to gain the most profit by selling their goods and services. Market competition occurs when two or more companies produce similar products or services and contend for the same customer base.

These characters make up what is market competition:

The Number of Business Entities
The more businesses that sell a similar product or service, the greater the market competition. A market with many sellers is known as a “perfect competition,” while a market with just one provider is a “monopoly.”

Service or Product differentiation
If a service or product is unique and cannot easily be replaced by alternatives, competition can be lower. However, if many similar or equivalent products are available (also known as substitutes), competition can be higher.

Ease of entry and exit
If it’s relatively easy for a business to enter or exit the market, competition can be more dynamic and intense. Barriers to entry such as high startup costs or complex regulations can reduce competition.

Consumer information
The more information consumers have about products, services, and prices, the higher the competition. Today, information is more readily available online, leading to heightened competition as consumers can easily compare prices and reviews.

prioritize competitive advantage

52 %

57% of companies state that gaining a competitive advantage is one of the top 3 priorities in their industry

—Forbes

What is the purpose of market competition?

The purpose of a competitive market is to establish optimal conditions where both the consumer and the vendor profit from the transaction of goods or services. These markets manage the proportionately small group of consumers and providers in comparison to the total market size, ensuring that neither party can exert significant control over the entire market.

Furthermore, competitive markets function to…

Promote efficiency by operating as efficiently as possible to reduce costs, maximize profits, and attract more customers. This often leads to businesses finding innovative ways to streamline their operations.
Drive Innovation by continuously improving their products and services and to innovate. Companies are incentivized to introduce new products, services, or technologies to gain an edge over their competitors.
Improve quality by offering high-quality products or services are more likely to succeed in a competitive environment.
Lower prices to attract customers. This is particularly the case in markets with many direct competitors offering similar products or services.
Increase consumer choice that leads to greater customer satisfaction as they can choose the product or service that best fits their needs and preferences.
Encourages economic growth by stimulating investment, job creation, and technological progress.

Competition is generally seen as beneficial in a market economy because it encourages innovation, keeps prices in check, and can lead to a wider variety of products and services.

Companies competing for market share are incentivized to operate as efficiently as possible, which often means:

Finding ways to reduce costs
Enhance product quality
Improve customer service

This quest for efficiency results in better value for consumers in terms of lower prices and superior products or services.

Moreover, competition drives innovation. In an effort to differentiate their offerings and gain a competitive edge, companies invest in research and development, fostering the creation of new products, services, and technologies. This continual process of innovation not only benefits consumers with more choices and better products, but also propels economic growth and societal advancement.

Market competition can also stimulate entrepreneurship and new business formation. Seeing opportunities in the market or inadequacies in existing products or services, new entrants may introduce innovative solutions, further invigorating competition.

It has the potential to improve income distribution. By restraining the monopolistic power of companies, market competition can help prevent excessive wealth accumulation by a few dominant firms and contribute to a more equitable distribution of income and wealth.

Competition encourages transparency and honesty. For business owners that want to understand more on what is market competition, there is one major takeaway—to be truthful and clear about their offerings, as consumers have the power to compare products and choose the best one. Companies that engage in deceptive or unethical practices can be held accountable by market forces.

Why some markets are becoming more competitive

There are several factors why competitiveness is increasing in various markets:

Globalization: With the growth of international trade and the ease of doing business across borders, companies are now competing not just with local businesses, but with firms around the world. This expands the pool of competitors and increases market competition.

Technological advancements: Technology is evolving rapidly, and it’s easier than ever to start a business, reach customers, and offer new products or services. It’s also enabling companies to improve their products and services more quickly, fueling competition.

Ease of Information Flow: Consumers today have access to a wealth of information online, making it easier to compare products, services, and prices. This forces businesses to compete more aggressively on factors like quality, price, and customer service.

Changing Consumer Preferences: Consumers are becoming more demanding and discerning, seeking better quality, more choices, more convenience, and more personalized experiences. Companies that can meet these changing preferences can gain a competitive edge.

Deregulation: In many sectors, governments have reduced regulations to encourage competition. This can make it easier for new companies to enter the market and challenge existing players.

Innovation: Advances in areas like AI, machine learning, and big data are creating new opportunities for businesses to differentiate themselves and compete more effectively.

It’s important for businesses to understand what is market competition in implementing these factors and adapt their strategies accordingly to thrive in increasingly competitive markets.

Avoid the negative effects of competition in market

While market competition is generally viewed as beneficial, driving innovation, keeping prices low, and improving product quality, it’s wise to learn the negative effects in what is market competition.

Some firms may resort to unfair practices to gain an edge, such as spreading false information about competitors, predatory pricing, or other anti-competitive behaviors.
Too much competition can lead to market saturation, where there are too many products and not enough demand. This can result in wasted resources and ultimately the failure of many businesses.
Companies, particularly publicly traded ones, may feel pressure to focus on short-term performance to stay competitive, often at the expense of long-term strategies and sustainability.
Competition can sometimes lead to a significant disparity in success, with some companies becoming dominant and others failing. This can result in market concentration and potentially a lack of choice for consumers.
In the quest to reduce costs and become more competitive, companies may cut jobs, outsource labor, or employ temporary workers, leading to job insecurity for employees.
Intense competition can create a stressful work environment, affecting the mental health of business owners and employees.
Successful competition can eventually lead to one or a few companies dominating the market, creating a monopoly or oligopoly. This can lead to higher prices, lower product quality, and less choice for consumers.
In a bid to cut costs and offer lower prices, companies might compromise on the quality of products or services.

Remember, as you continue learning what is market competition, competition itself is not inherently negative, and many of these negative effects can be mitigated with effective strategies, regulation, and ethical business practices.

IMPORTANT: Before you begin the process of market competition breakthrough, have you done this first?

Read our blog post on: How To Find Your Target Audience: Connect And Resonate

Part 1: Research With A Competitive Market Analysis

Once you have researched your audience, your next step in breaking through the rivalry requires researching your competitors. A competitive market analysis is a process of knowing what is market competition by evaluating your competitors to understand their strategies, strengths, and weaknesses relative to those of your own product or service.

This analysis provides both an offensive and defensive strategic context to identify opportunities and threats in what is market competition by breaking through the noise. Think of this part as a comprehensive competitive audit.

Here are the steps in conducting a competitive market analysis:

STEP 1: Identify and list who your competitors are.

Direct competitors – those who offer the same products or services as you do to the same market.
Indirect competitors – those who offer different products or services that serve the same or similar needs.

STEP 2: Understand the market they are in.

List their websites and social media platforms
- Is their brand identity expressed well?
- Is there engagement?
- Is their messaging and identity consistent across all platforms?
Identify their brand voice and tone
- What language / words are they using?
- How are they expressing their words?

STEP 3: Understand how your competitors position themselves in the market.

What is their unique selling proposition (USP)?
- List how they differentiate themselves from others in the market

STEP 4: Examine their sales strategies.

How do your competitors sell their products or services?
Do they use a direct sales force, or do they sell through distributors?
What kind of sales promotions do they use?

STEP 5: Identify what your competitors do well and where they have challenges. (This is not a SWOT analysis. You do not need one for this research.)

List their strengths
List their weaknesses

STEP 6: List their reviews you can find online.

The good
The bad

A competitive market analysis can help your business stay aware of what’s happening in your market, improve your products or services, devise effective marketing strategies, and ultimately stay competitive.

Part 2: Break Through With Differentiation

Once you have researched your competitors (a massive part in knowing what is market competition), this next step requires careful strategy and planning. The goal will be creating a differentiation strategy that stands you out from the crowd, making your brand unique and set apart.

Because of market saturation, businesses must have a differentiation strategy, otherwise, they become a commodity in the sea of market sameness.

Differentiation: The process of establishing a unique market position to increase profit margins and avoid commoditization; a central principle of positioning. —Marty Neumeier. Brand A-Z

Even though there are several ways your business can differentiate itself to gain a competitive advantage, we highly recommend that you strive for ONLYNESS.

Onlyness: In brand strategy, a value proposition based on a strongly differentiated benefit. —Marty Neumeier. Brand A-Z

Establish a strong brand

A strong, recognizable brand can set a business apart from its competition. This involves creating a strong strategy, a compelling brand story, maintaining a consistent brand image, and delivering on your brand promises.

Identify and Fill crucial gaps

Your audience and competitive audits can show you patterns and identifiable areas for opportunity to stand apart in those patterned gaps.

Spot the trends and get ahead

Market trends and customer preferences change over time. By staying updated and adapting quickly to these changes, a company can stay ahead of the competition.

Innovate and Improve Your Offering

Continually innovate and improve your products or services to offer something unique that can’t be replicated easily by competitors.

Offer exceptional customer service

Superior customer service can differentiate your business and keep customers coming back. People appreciate personal attention and quick resolution of their issues.

Focus on quality

Offering a higher-quality product or service than your competitors can set your business apart, even if you have to charge a slightly higher price.

Price competitively

If your market is highly price-sensitive, offering lower prices or better value for money can be a significant advantage.

Target a niche market

Rather than trying to appeal to everyone, you might have more success targeting a smaller, underserved segment of the market.

Leverage technology

Implementing new technologies can help streamline operations, reduce costs, improve product quality, and enhance customer service.

Sustainability and Corporate Social Responsibility (CSR)

Increasingly, consumers prefer companies that are socially and environmentally responsible. Emphasizing sustainability and CSR can give your business a competitive edge.

Need help in breaking through the rivalry?

In the increasingly competitive business landscape, understanding what is market competition is pivotal. It’s not just about knowing who your competitors are, but also comprehending the purpose of market competition, and how it shapes the industry and consumer behavior.

Breaking through the rivalry often involves differentiating your products or services. This could mean offering unique features, creating a strong brand, providing superior customer service, or targeting a niche market.

Yet, this is a complex process, and that’s where our agency can provide valuable assistance. We have the expertise to guide you through each step, helping you conduct an effective competitive market analysis and develop strategies for differentiation.

What is market competition is a vital aspect of doing business. Understanding it, embracing it, and knowing how to navigate it can lead to business success. If you need help with this process, don’t hesitate to schedule a consultation meeting with us. We’re here to support you on your journey to roaring success.

How To Find Your Target Audience: Your Data’s Valuable

28Lions — Fri, 23 Jun 2023 23:36:41 +0000

How To Find Your Target Audience: Your Data's Valuable

June 23, 2023
Nicole Andrew

Your journey of building a successful business begins with an audience. If you’re wanting to know how to find your target audience, you’ll need to accurately know who they are inside and out. Only then will your chances be HIGH at gaining potential leads and sales.

Imagine trying to have a conversation in a crowded room of loud talking attempting to get everyone’s attention. It’s draining, isn’t it? The same applies to businesses that market to everyone rather than a specific group. By honing in on a target audience, you’re channeling your efforts to engage EXACTLY WHO are most likely to be interested in WHAT you offer.

Having accurate data you can easily access allows for a more tailored approach to your service offerings. By knowing their needs, desires, and pain points, you can design offers that truly resonate, leading to their satisfaction and loyalty.

As a result, after you experience the magic of what your data brings, it’s easy to see that your marketing dollars were spent effectively, reaching those who are genuinely interested in becoming customers.

So, if you’ve ever wondered how to ensure your marketing efforts aren’t wasted on the wrong crowd or how to tailor your products or services to meet the needs of those who truly value them, then keep reading.

How do you define your target audience?

The target audience is the group of people who are MOST LIKELY to buy your services or offers. They’re the ones who have a need or desire for them and have the means to purchase them.

By targeting an audience, you can tailor your marketing efforts and brand message to communicate effectively with this group, leading to:

Increased engagement
Customer acquisition
Sales

The researching process of how to find your target audience is a crucial component of a successful marketing strategy. We cover that vital process, here.

know where their target audience is online

27 %

“Only 31% know the online communities their target audience is a part of and even less know the challenges they are facing.”

—Hubspot

What are four 4 key ways to identify a target audience?

Primarily, there are 3 types of target audience, but as consumer markets have expanded exponentially, it’s grown to four. Regardless whether it’s 3 or 4, researching your target audience with these types is required to FULLY UNDERSTAND, CONNECT AND RESONATE with them.

Demographic:

Based on demographic characteristics such as age, gender, income, education level, marital status, or occupation. For instance, a photography company selling wedding photoshoot packages might target men and women, aged 20-40, with a medium-high income level.

Psychographic:

Based on their attitudes, values, interests, lifestyles, personality traits, and motivations. A company selling veterinary pet services might target people who value pet health/nutrition, are environmentally conscious, and lead a fit lifestyle.

Behavioral:

Based on their behaviors, particularly concerning the use of various products or services, and their response to different marketing strategies. This includes their purchasing habits, brand interactions, spending habits, and product usage rates. For example, a speech coach deciding to launch an app might target heavy smartphone users who regularly download and use apps.

Geographic:

Based on the process of examining and interpreting data on geographic or spatial factors. For example, a coffee shop is wanting to expand their services to another city.

Keep in mind, these are not mutually exclusive and a comprehensive marketing strategy often involves a mix of these types. How to find your target audience accurately allows you to personalize your marketing efforts, resulting in better customer engagement and SALES.

The Difference Between A Target Audience and A Target Market

Although the terms “target market” and “target audience” are often used interchangeably in marketing, they do have slightly different meanings.

Target Market

This refers to the ENTIRE group of people or businesses that you want to sell your services or offers to. It’s a broader term that includes everyone who might be interested in what your company offers, not just those the company will focus its marketing efforts on.

Target Audience

This is on the SUBSET of that target market AND WHO EXACTLY you’re deciding to direct your marketing and advertising efforts towards. The target audience is more specific and is the group most likely to buy the product or service and respond to the company’s marketing messages.

For example, a company might sell nutrition coaching for all adults (target market), but decide to focus a particular service offer to women in their 40s who are interested in creating a dietary meal plan (target audience).

So while the two terms are closely related and sometimes used interchangeably, the target audience is a more specific subset of the broader target market.

5 Ways To Understand Your Target Audience

By understanding how to find your target audience, you can lead to more effective marketing, better services and offers, a competitive edge in standing out, and increased customer satisfaction and loyalty.

1. Efficient Use of Resources

Focus your marketing resources where they are most likely to generate returns. By knowing WHO IS MOST LIKELY to be interested in your service or offer, you can direct your marketing efforts towards those individuals, reducing wasted time, money, and energy on those who are unlikely to convert.

2. Improved Communication

Craft a message that resonates with them (psychologically and behaviorally), increasing the effectiveness of your marketing and communication efforts.

3. Product Development

Create services and offers of real value to them. The more value you put in them, the more you’ll see increased sales and customer loyalty.

4. Competitive Advantage

Discover the niches or segments that your competitors may have overlooked. By serving these niches well, you can have a competitive advantage.

5. Customer Satisfaction and Loyalty

Enhance your customers’ satisfaction. Satisfied customers are more likely to be loyal to your brand and become repeat customers, leading to increased customer lifetime value.

“Just one-fourth of marketers know the social causes their target audience cares about – a huge missed opportunity when it comes to expressing your brand’s values, especially when marketing to Gen Z and Millennials.”

—Hubspot

How To Find Your Target Audience By Connecting And Resonating With Them

Step 1: Analyze Your Products and Services

Before diving into your target market, it’s best to start internally within your own business. Analyzing your services and offers is about understanding what 1. problem it solves or 2. need it fulfills. It’s an introspective and comprehensive assessment of your offering’s features, advantages, in relation to the unique value it provides.

1. Clearly define your services and offers (put this all into a worksheet) –

What are they?
How do they work?
What sets them apart or how are they different from similar offerings in the market?

2. Identify the key problem they solve or ‘need’ they meet. This requires a deep understanding of your customers’ challenges, desires, and lifestyle.

NOTE: You can come back to this as well since the key to this part is finding your target audience. It’s important to assess what you offer first and answer these as best as you can.

3. Gather information on customer feedback, conducting surveys, and facilitating focus groups that can help you understand:

How well is your solution working and where can improvements be made?
How do your services and offers fit into the larger context of their daily lives? Meaning, how do they integrate with their daily routines, support their goals, or improve their quality of life?

Understanding the problem your services and offers solve also involves identifying what makes you stand out – what makes your offering better or different than alternatives available in the market. This could be superior quality, innovative features, better pricing, excellent customer service, or other differentiators that add value for your customers.

Read our related blog post on: Captivate Your Audience By Standing Out From The Competition

Once you land on what makes you stand out, you can articulate a compelling narrative about your services and offers that speak directly, authentically, and boldly to your target audience’s needs and wants, positioning them as the IDEAL solution to their problem or need.

This in-depth understanding forms the foundation for all your marketing efforts, enabling you to communicate effectively with a potential right audience that drives business growth.

Step 2: Conduct A Comprehensive Audience Audit

A comprehensive audience audit is a DETAILED examination of your EXISTING and potential customers to understand their demographics, location/culture, preferences, behaviors, and motivations.

NOTE: researching audience information is not easy, it requires time and effort, AND with some useful tools, you can gain useful insights into how they interact with your services and offers. We recommend setting aside batches of time and gathering this information on a worksheet.

Here’s what typically goes into a comprehensive audience audit:

Demographics Analysis: Include the basic information about your audience such as their age, gender, income, education, and location. It can also include elements like marital status, number of children, and profession.
Psychographics Analysis: List their interests, values, attitudes, and lifestyles. Examine if they have hobbies, shopping habits, social media usage, and the brands they currently engage with.
Behavioral Analysis: How do they interact with your brand? Look at things like purchasing habits, online browsing behavior, email engagement, and customer journey patterns.
Geographical Analysis: Identify where potential customers or audience members are located, understanding regional variations in their tastes, needs, or consumption patterns.
Customer Needs and Pain Points: What do they need or what is their pain? This could involve surveying your audience, customer interviews, or reviewing customer service interactions.
Competitive Analysis: Look at who else your audience is buying from or engaging with. What other brands are in their consideration set? How does your brand compare?

Segmentation: After gathering all the data, it’s important to segment your audience into distinct groups based on common characteristics or behaviors. This can help in delivering personalized marketing strategies and messages for each segment.
Persona Development: Create detailed personas to bring your audience segments to life. They will make it easier for your entire team to understand and target your key audience groups.
Channel Preferences: Identify the communication channels preferred by your audience – email, social media, print, TV, etc. – to optimize your marketing strategies.
Trends Analysis: Keeping track of changing trends within your target audience’s behavior, preferences, and external influences.

Review and Update: An audience audit isn’t a one-time thing. It’s important to regularly review and update your findings to account for changes in your audience and the broader market.

Step 3: Gain Situational clarity

Situational clarity is an essential component in how to find your target audience, as it allows for an accurate depiction of their current lives, how they form their decisions, and their engagement with a brand.

Knowing their situation gives clarity to their everyday experiences, environment, and unique circumstances in shaping their lives. Consider these factors of their:

Living arrangements
Professional situation
Financial status
Social responsibilities
Unique challenges they face daily

For example (if you’re a business coach), understanding your customers’ situational clarity could mean knowing that a significant portion of them could be:

Busy working parents who are also pursuing building their side business and need help.
Early Retirees managing the nuances of a fixed income and starting a business to get additional income.

Acquiring this TARGETED AUDIENCE DATA could mean recognizing that some of your consumers live in high-paced urban environments while others could reside in remote, rural areas (Geographic).

All this data aids in personalizing your offers, services, and marketing messages to better resonate with them. You can tailor your solutions to meet their specific needs and address their unique challenges, creating a connection between your brand and your customers.

This connection not only fosters loyalty, but also empowers your customers to live and work better AND at the same time, leading to your sustained business growth and roaring success. Therefore, having a clear picture of your customers’ situation is not just advantageous – it’s vital.

STEP 4: Learn Their Fears, Challenges, Desires, and Emotions

Comprehending your audience’s fears, challenges, desires, and emotions forms an integral part of forming a deep connection with your audience, enabling you to craft messages that resonate with them profoundly.

Every customer harbors certain fears or anxieties, whether it pertains to making a poor purchasing decision, facing financial uncertainty, or navigating through social pressures.

Their challenges are associated with their everyday situation. (STEP #3)

Similarly, they hold desires, which can range from wanting to attain success in their career, longing for convenience and comfort, or aspiring for a healthier lifestyle.

Also, your audience’s emotions play a pivotal role in influencing their attitudes and behaviors towards brands and products.

By understanding these emotional triggers – happiness, sadness, fear, surprise, anger, and others – you can mold your communication strategy effectively.

This process involves:

Tapping into their fears by offering them reassurance.
Aligning your services and offers with their desires to provide solutions they crave.
Weaving emotional narratives that move them.

For instance, if you know your target audience fears wasteful spending, you can address that fear by highlighting the cost-effectiveness and value-for-money aspects of your offer or service. If they desire convenience, you can showcase how your services will simplify their lives. By tuning into their emotions, you can craft compelling stories that evoke feelings of joy, warmth, empathy, or excitement, thereby creating a stronger emotional bond with your brand.

By understanding and addressing your audience’s fears, challenges, desires, and emotions, you not only enhance our communication efficacy, but also foster deeper relationships, driving brand loyalty and engagement.

STEP 5: Connect Through Personality

Understanding the personality traits of your target audience can significantly enhance your ability to create a brand persona that resonates with them and attracts their interest.

If you’re asking, “How do you find and attract your target audience?” You’ll want to delve into the specific characteristics and behaviors of your audience.

Are they?

Introverted OR extroverted
Traditional OR open to new experiences
Spontaneous OR meticulous planners
Risk-averse OR risk-takers

These personality dimensions, among others, can give you crucial insights into how they think, what they value, and how they typically behave. Once you have a clear understanding of their personality type, you can leverage this information to shape your brand’s personality to be more appealing and relatable to your audience.

For example, if your audience consists largely of innovative, forward-thinking individuals, your brand personality can reflect traits such as creativity, curiosity, and a pioneering spirit. If your audience is more conservative and values stability, your brand can embody dependability, trustworthiness, and a strong heritage.

Crafting our brand personality in this manner allows you to establish a deeper emotional connection, as your audience sees traits in your brand that they value in themselves or aspire to possess. This personality connection makes your brand more appealing and relatable to them, leading to greater brand affinity, customer loyalty, and a stronger market position.

Therefore, defining and connecting with your audience’s personality type is a potent tool for creating an attractive and resonant brand personality.

Step 6: Create Audience Personas

Creating audience personas is a critical step in how to find your target audience. Personas represent your ideal customers, painting a vivid picture of

Who they are
What they want
What challenges they face
How they make decisions

All of the information you have gathered conducting market research, the demographic data, psychographic data, and behavioral data, you will want to put this information together in an organized manner like a spreadsheet.

The goal is to identify patterns and commonalities among your customers. Group these similar characteristics together to form separate personas. Each persona should include all of these details, creating a comprehensive profile that brings to life a segment of your audience. The more detailed and specific, the better. You can even give each persona a name to make them feel more real.

After defining these personas, integrate them into your marketing strategy. Use them to guide your messaging, product development, content creation, and more. Remember, personas are not static – they should evolve as you gain more insights about your customers and as market conditions change. Continually gathering feedback and updating your personas will ensure they remain relevant and valuable for your marketing efforts.

Creating audience personas allows you to empathize with your audience on a deeper level, leading to more personalized and effective marketing strategies. It allows you to walk in their shoes, understand their needs and desires, and ultimately create an offer or service they can connect with.

Step 7: Document Your Data In Your Guidelines

This is where you put the data results into a document that will guide you time-and-time again in creating marketing ads, social content, emails, newsletters, webinars, printed material, and much more.

Keep your information brief, in short 1 sentence summaries. Bullet points and short sentences work best as you will want this information easily accessible.

Everything you have reported in your guidelines is accepted as your brand. AND, since your brand is considered HUMAN, meaning it’s got personality, you’ll want to periodically update your data and that means, updating your guidelines.

Need help in finding your target audience?

We get it, gathering audience data isn’t easy. While you possess the passion and vision for your business and its services and offers, would you consider partnering with the expertise required to accurately and effectively identify and engage your target audience?

Doing it all on your own might be exhausting and complicated. If you’re thinking your time is better spent elsewhere on your business, then partnering with us could be to your advantage.

As brand strategists, we are equipped with 20+ years branding and marketing experience, resources/tools, and methodologies that dive deep into brand strategy (target audience included). We work alongside you focusing on gathering this vital research while you’re working on the parts of the business that demand your attention in moving it forward. Together we uncover the findings as we give all that data to you in the guidelines we mention above.

To get started with the process, we welcome a conversation with you. Please fill out the form on our contact us page to schedule an appointment.

Simple Brand Kit Examples That Inspire Your Business Brand

28Lions — Fri, 16 Jun 2023 14:50:00 +0000

Simple Brand Kit Examples That Inspire Your Business Brand

June 16, 2023
Nicole Andrew

Brand kit examples serve as an inspirational resource for business owners that are looking to create a professionally cohesive and consistent brand. But what exactly is a brand kit? This term refers to a collection of essential design elements that make up your business’s visual identity, including logos, color palettes, typography, and more.

Creating a brand kit might seem like a daunting task, especially for small businesses. That’s why we’ve compiled a comprehensive checklist to guide you through the process. For those seeking a more straightforward solution, we offer pre-made brand kits at 28Lions that include all standard, mandatory deliverables to establish a solid brand foundation.

However, you might wonder why secondary visuals and written content are not included in our pre-made brand kits. We’ll delve into this and share simple brand kit examples to inspire you as you embark on your brand formation journey. We’ll also discuss the costs of a pre-made brand kit and share some of the work we’ve done for our clients.

But why exactly do you need a brand kit? Understanding its value beyond the price tag is crucial, as it plays a significant role in driving brand recognition and consistency. Stick with us as we explore how you can utilize a brand kit effectively to boost your business’s visual appeal and overall brand strategy.

The world’s top brands have spent over $200 million on logo designs.

67% of small businesses pay up to $500 for a logo design, and 18% pay up to $1,000.

What is a brand kit?

A brand kit goes by various names—brand identity kit, brand guidelines, or a branding kit template.

The concept of a ‘brand kit’, popularized by Canva, entails a collection of visual elements that contribute to a unified and consistent visual brand identity. Canva provides several brand kit examples that allow you to customize the elements through their pre-made templates.

However, the usage of brand kits and the brand kit meaning extends beyond just Canva. Whether you are a small business or medium sized business, a brand kit can also be a downloadable brand style guide that includes an asset library. This is given to anyone planning to use the brand’s assets to ensure proper use.

However, the term ‘brand kit’ may refer to a set of pre-made, ready-to-use brand assets available for purchase. These can be personalized or assembled by the purchaser.

Regardless of its name or creation process, the purpose of a brand kit remains the same across all businesses—to foster a consistent visual brand identity.

What does a brand kit include?

It’s important to learn the parts that make up a brand kit as you review these brand kit examples. The contents of a brand kit are essentially determined by its creator, which could be us, you, or someone else. They decide what components will be most beneficial in establishing uniformity in your brand and promoting brand recognition through your marketing materials.

As certified brand developers, we give a full explanation of what we include in our pre-made branding kit checklist below and why we include them.

As you review brand kit examples and you are uncertain about what should be included, review our small business brand kit checklist below.

A brand kit typically includes:

Logo: This is the face of the brand. A branding kit usually contains different versions of the logo that can be used in various contexts, such as black and white versions, versions for dark and light backgrounds, horizontal and vertical versions, etc.

Color Palette: The color palette contains the primary and secondary colors associated with the brand. It often includes the specific RGB, HEX, or CMYK codes for these colors.

Typography: This refers to the fonts that the brand uses in its communications. A branding kit will specify the different fonts for headers, subheaders, and body text.

Imagery Style: This may include a collection of sample images that convey the brand’s aesthetic, as well as guidelines for selecting new images in the future.

Iconography, Graphics and/or Patterns: If the brand uses specific icons, graphics or patterns in its materials, these will be included in the branding kit.

Templates: If the brand uses social or printable media, templates might be included in the branding kit.

Brand Guidelines: This document explains how to use all the elements in the branding kit. It covers everything from where and how the logo can be used to the tone of voice to be used in written communication.

Small business brand kit checklist

If you purchase a pre-made brand kit after browsing some brand kit examples, be sure it includes what is listed in the package. The logo, color palette, fonts, and brand style guide are primary and standard parts of a brand kit. If you come across any pre-made or semi-custom brand kit checklists that include secondary visuals and written content, be sure that they clearly explain the process for developing those brand elements in the kit.

28Lions Standard / Mandatory Deliverables for a pre-made brand kit

Logo

Primary Logo
Alternate Logo
Submark Logo
JPGs and PNGs
All Black Logos, All White Logos, Full Color Logos, and if needed, Grayscale Logos
Vector Files (SVG, AI, or EPS)

[Logo Section] Brand Style Guide

Clear space & padding with directions
Directions of do’s and don’ts for logo usage
Where to access logos (link or ZIP file)

Color Palette

Primary color palette
Secondary color palette
Tertiary color palette (if applicable)
Hex codes, RGB, CMYK, and sometimes Pantone Codes for each

[Color Palette Section] Brand Style Guide

Hex, RGB, CMYK, and Pantone Codes listed
How the colors can interact with each other (do’s and don’ts)

Typography Fonts

Primary Font
Secondary Font(s)
Any assigned Accent Font

[Typography Fonts Section] Brand Style Guide

How and where to use those typefaces
Where to access the fonts (link or ZIP file)

Supporting Social Icons

Facebook, Twitter, LinkedIn, and Instagram

Other brand kits (pre-made or made available for download) include secondary visuals like custom icons, patterns, and graphics as well as written content such as brand voice and tone, language, and taglines.

Why are the secondary visuals and written content not included in our pre-made brand kits?

If you purchase a pre-made or semi-custom brand kit from a branding agency that includes the secondary visuals and written content, make sure that the deliverables match up with your brand’s development strategy.

Some brand kit checklists online will show these elements included. Although these two sections are commonly included with full strategy brand development, we do not include these elements in our pre-made brand kits.

Here’s why.

Our pre-made brand kits are mainly for small businesses that just want a professional and affordable brand identity without the full brand development strategy.

Our brand development package called the ‘brand foundation’ package covers the entire strategic process of forming a brand. We start the process with your purpose, vision, mission, and values. Then we research your audience and competitors, to then form your brand voice, messaging, and more. Basically, we work the entire parts of the branding process with you all the way through to the tagline, hooks, and brand identity, which is typically at the end of the process.

Although our brand development package is custom-tailored to forming your business’s brand, our pre-made brand kits are strategically designed to give you a jump-start on forming your brand with a cost-affordable budget.

Pre-made or semi-custom brand kits that include the secondary visual elements and written content should be backed-up with data, research, and strategic decision-making with you. Carefully consider what’s included in a pre-made or semi-custom kit before purchasing and make sure to ask questions if any parts are unclear.

Simple brand kit examples to inspire you in forming your brand

Our pre-made brand kits include all the standard primary elements listed above with a brand style guide.

With over 20 years of experience, our approach in a pre-made brand kit is strategic and creatively executed to bring variety—a non cookie-cutter look and feel to set you and your brand apart from looking the same.

When browsing these pre-made brand kit examples below, our purchasing process includes receiving an email with a questionnaire for you to fill out. After we receive your questionnaire answers, you’ll receive the deliverables we mentioned above within 7 business days.

As you research brand kit examples, ask these questions:

Is the logo readable when shrunk down?
(If applicable) Are the scripted fonts easy to read?
Does the brand kit look the same as competitors in my market?

Our brand kit examples have a professional and fun ‘celebrity’ theme, meant to show you how your brand can creatively stand out, have a look-and-feel that is different, and provide you the confidence you need to market your brand right away.

Here are some of our pre-made brand kits:

Marilyn Monrow

Get ready for a brand kit that attracts attention! This brand kit offers the ‘luxe’ look that can turn heads. It’s feminine, classy, and chic with a bit of vintage design.

Adam Leveen

Be bold, confident, and ready to rev-up your audience with this pre-made kit in our brand kit examples. It’s masculine, daringly confident, and professional to provide your business with a modern bold look.

Amy Poller

This pre-made kit in our brand kit examples is meant for creativity. If your business needs a bit of visual interest and fun, this is a kit for you.

Margot Robby

Want a brand that spices up audience interest? This kit in our brand kit examples shakes up some attention by adding in colorful flavor and attractive type style.

Ryan Renalds

This kit comes at you with professionalism, confidence, and a smart-luxe appearance that commands attention.

Bradley Couper

This soft, refined, professional pre-made brand kit gives a business a look of established presence.

Emma Whatson

If it’s sophistication and class you are seeking for in your business, look no further than this pre-made brand kit. This chic brand identity raises attention with its professionalism and class.

Hugh Jakman

Want a rugged, more masculine and earthy look for your growing business? This brand kit in our brand kit examples makes even a wolverine want to stand out and show off.

Brittney Speers

Ooo baby, this brand kit has a popping look and feel that can shake up the market with fun, passion, and a bit of sass.

Displayed as ‘brand boards’, these kits give an overview of the elements as they come together.

How much does a pre-made brand kit cost?

Our pre-made brand kits are sold separately at $497.

All of our pre-made brand kit examples are to inspire what’s possible in needing a brand identity right away and at an affordable price. We do not create custom logo designs in these pre-made brand kits since those packages have a different process and price point. If you would like more information on our custom logo designs and brand identity package, you can learn more about it here.

Brand Kits We’ve Done For Clients

Here are a 3 pre-made branding kits we have done for clients.

Why do you need a brand kit? What’s the value beyond the price, and how can you use it?

A pre-made brand kit plays a strategic role in various ways when it comes to establishing and maintaining a business’s brand identity. Here’s why and how our pre-made brand kits are valuable:

Ensures Consistency By Maintaining Control

Consistency is key to building a strong brand. A brand kit provides guidelines that ensure every piece of content or collateral you create or your team (e.g., designers, contractors, partners) aligns with your brand. This uniformity helps you maintain control over how your brand is presented while at the same time it helps customers instantly recognize your business and increases your brand’s recall value.

Simplicity & Efficiency

A brand kit is your brand’s handbook, making decision-making swift and efficient. Having all of your brand assets pre-loaded into your various applications like Canva or Adobe means that you don’t need to spend time searching for the right logo or color code every time you want to create a new design. This speeds up the design process and makes it easier to create new content.

Enhances Professionalism

A well-structured brand kit makes your business appear more professional and trustworthy. When you use the same fonts, colors, and logos consistently, it demonstrates attention to detail and commitment to consistency.

Boosts Recognition & Increases Purchasing Decisions

Brand recognition significantly influences purchasing decisions by fostering trust and reducing perceived risk. When consumers are familiar with a brand and associate it with positive experiences, they put their trust in the brand’s products or services increases. This familiarity is comforting and it significantly contributes to the choice of purchasing from a known brand versus an unknown one. Consumers feel safer and more confident purchasing from a brand they know and trust, because they expect consistency.

Ease of Use

Canva’s Brand Hub and Adobe Express with Asset Library make it easy to apply your brand elements to any design, through their easy-to-use online design applications. Most elements are just drag and drop. Your brand kit should include all your color numbers and fonts to import (if they are not already in the applications.)

Cost-Affordability & High Quality

While there’s an upfront cost, a high quality pre-made brand kit saves you money in the long run by shortening the full brand development process, reducing custom design consultations, and revisions. Our pre-made brand kits are high quality and strategically designed to delight our clients’ audiences, make your brand stand out, and not look cookie cutter, generically ‘on trend’ like the competition, or mediocre.

Aids Communication & Positions Your Brand

A brand kit helps communicate your brand’s identity, mission, and values to both your internal team and your external audience. It ensures everyone is on the same page and helps convey your brand’s story more effectively. A brand kit reinforces your brand message and positioning, enhancing your brand identity.

The Takeaway

Reflecting on our brand kit examples, it becomes clear why these pre-make kits of brand elements are an excellent solution for small businesses. A brand kit offers an affordable yet effective alternative for those unable to invest in custom logo designs. These kits not only provide consistency and professionalism, but they also play a vital role in jump-starting your brand identity.

A well-structured brand kit serves as a foundation, helping businesses communicate their values and personality effectively. It enables businesses to have structure creating visually appealing marketing materials, leading to increased brand recognition and customer loyalty.

Remember, your brand is your business’s first impression. If you’re looking to make that impression consistent, memorable, and engaging without the high costs of custom designs, a brand kit might just be the solution you need.

If you want to learn more about how our brand kits can help your business or if you need assistance in choosing the best fit for your brand, we invite you to schedule a call with us. Our team is eager to help you develop a strong, consistent, and appealing brand identity.

Brand Marketing – 28Lions – Business & Marketing Solutions

Wordmark vs Logomark — Which One’s Better For Your Business?

Wordmark vs. Logomark - Which Is Better For Your Business

Table of Contents

What is a Wordmark?

Advantages of Using a Wordmark

Disadvantages of Using a Wordmark

What is a Logomark?

Advantages of Using a Logomark

Disadvantages of Using a Logomark

Now that you know what these two logo types are, ask yourself these questions when choosing…

A Wordmark

A Logomark

How to Choose Between a Wordmark vs Logomark for Your Brand—Consider This 3rd Option

What’s this ‘3rd Option’, you say?

Look at these advantages:

Look at some of these logo We’ve Done

Ready to Make Your Mark?

Brand Identity Elements – Make Sure Your Kit Is Full

Brand Identity Elements - Make Sure Your Kit Is Full

Table of Contents

What are key elements of brand identity?

Brand Identity Elements #1: Brand Offering: Services, and/or Products

Brand Identity Elements #2: Brand Personality

Brand Identity Elements #3: Brand Story

Brand Identity Elements #4: Brand Name

Brand Identity Elements #5: Verbal Identity

Brand Identity Elements #6: Visual Identity

What’s a brand kit?

7th Extra Brand Identity (non-essential element): Sound & Scent

What are the 7 steps to brand identity?

STEP 1: Discovery, Audit, & Initial Research

STEP 2: Brand Strategy Research & Development

STEP 3: Human Brand Persona

STEP 4: Visual Identity Creation

STEP 5: Brand Strategy Statements & Identity Guidelines

STEP 6: Brand Marketing

STEP 7: Brand Identity Implementation

Let’s Create A Solid And Full Brand Identity Together

Stand Out Unique With This—Custom Logo For Business

Stand Out Unique With This—Custom Logo For Business

Table of Contents

What makes a custom logo, custom?

What’s a template logo and how does it compare with a custom logo for business?

What’s the process of a custom logo design?

STEP 1: Getting to Know You and Your Business

STEP 2: Concepting Ideas and Designs

STEP 3: Feedback and Revisions

STEP 4: Logo Files

STEP 5: Packing up your files in a Brand Kit

Some frequently asked questions around logos

To give a general price range:

Here are a few custom logo projects with case study links we have done for our clients.

Abacus Business Solutions

Heritage Business Strategies

12 Notes Coaching

Emerging Futures

Need a Custom Logo?

Logo Psychology: Your Logo’s Powerful Sway Of Decision-Making

Logo Psychology: Your Logo's Powerful Sway Of Decision-Making

Table of Contents

What is Logo Psychology?

So, How does Logo Psychology influence buying decisions?

Colors

Shapes

Weight

Typography

Quality and Perceived Value

Simplicity vs. Complexity

Subliminally Hidden Meanings

Cultural and Social Impact

Action-Oriented

Your Authenticity Is Reflected In Your Logo’s Design

Use These Best Practices To Follow (and Measure Up With) In Your Logo Design

#1 Are the elements easy to read and is there good contrast?

#2 Do you have versions to make it versatile and adaptable?

#3 Is it simple to comprehend?

#4 Are the elements balanced well?

#5 How original is it compared to others?

#6 In 5 years’ time, would you still use it?