The Guide to Developing Your Brand Identity
competitive advantage–and you can too.
It’s easier than you think, but you do have to do some thinking!
What you’ll learn from this guide:
What branding means for tech consulting
How to craft a clear, effective message
Why you need a solid brand identity– and how to develop it
How to roll out your new identity
01 – Understanding Brand Identity
02 – Developing a Clear Message
03 – Determining What Needs to Get Done
04 – Crafting Your Brand Identity
What do we mean by “brand identity”?
what you look like
Brands, like reputations, live in the heads of people. Your reputation is not what you think it is, it is what others think of you – and so it is with your brand. Also, brands are not logos, although logos serve to identify brands-this, after all, is their primary function. When we see a logo, we associate it with the company it represents, and, more specifically, our perception of that company. This is based on their products (and/or services), their people, the way they present themselves to the world, how they behave, and what we know about them.
Companies that do good work want to ‘label’ that work with their branding elements so people can continue to associate this good work with them. Over time their branding elements come to mean something, and so doing business becomes easier and getting more leads and new customers becomes less challenging.
For this reason, companies spend large sums developing their brands. These same principles apply to your technology consulting brand – your company’s brand identity does have an impact on how your company is perceived – for good, or bad! But there is good news – you don’t have to spend vast sums to do this.
Understand the principles at work – and apply these to your situation. This way you will be able to plan ahead, find the right designer or agency, know what steps to take and what to expect.
A little common sense will go a long way. Good brands are always deliberate– nothing about them is left to chance. Typically, they:
- are based on solid products & services
- present a clear and well-thought-through message
- have visual brand elements that are clear and easy to understand
- are authentic
- are coherent
- stand out from their competition
Do your current visual elements do a good job of representing your company, and do they support your message?
Is what your brand stands for clear?
Are you proud of what your brand looks like?
Brand Identity in ContextUse this infographic to learn more about the factors that impact brand, developing a good message, and creating a solid brand identity.
Let’s talk about what you’re saying.
The goal here is to understand who you want to know and what you want them to know about you.
Start by rethinking how you describe your business. Research your target market and take the time to talk to some of your best customers. Find out how they perceive you and why, then learn what problems they look to you to solve. Bonus: take time to look at how your competition describes themselves.
The Key Success Factor?
Write a 60 second elevator pitch (keep it short and to the point). Articulate what you do and explain why what you do is valuable and different.
Developing your message will take time– as it should. You’re forming the foundation of your new identity, so don’t be afraid to put some real thought into it.
How can you know what you need?
To determine what needs to get done from a brand identity perspective, you will need to evaluate your brand identity in terms of how well it is working in support of your message. If you have a clear message, and your current brand identity supports that message, you are good to go! If not, some changes will be necessary.
How the World Sees You
Review our linked articles to get more information on reviewing your existing brand and understanding your various options related to who you might have do the work.
It’s not as daunting as you’d think!
It all starts with a design brief – this will lay out what needs to get delivered, and provide background and context for the development of the brand identity assets by the designer(s).
Design projects, by their nature, are less structured than you may be used to. The creative aspect of ideation, and the various processes your creative team may go through in developing concepts and refining these concepts into workable options, is non-trivial.
How the World Sees You
That said, your participation in the process and your feedback is critical. Just try to swim in your lane and let your designers swim in theirs. After all, you are paying them to do this work.
- Design Brief Review and finalization
- Design Research
- Concept Development
- Concept Refinement
- Concept Review and Selection
- Design Finalization
- Final Delivery
Need More Info?
Valens Point's ProgramWant to get started? Check out our Branding Program
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About Valens Point
We help technology services organizations grow by putting into action a marketing system containing the right balance of strategy, technology, process, and expertise that will get results.