Brand Design

It's now time to take your brand's personality (represented in your USP/s, voice and tone) and apply this to the visual aspects of your brand.

Visual aspects may include your:

  • Logo
  • Fonts
  • Imagery
  • Color scheme
  • Packaging (if product)

We've already discussed the importance of consistency when it comes to your brand voice and the same applies to your brand design; consistency builds trust and trust leads to loyal customers. Choose a design that fits with your brand personality and keep this design consistent across all of your communications. Don't spend too much time focusing on the individual aspects. Instead, focus on the design as a whole and what it represents for your brand.

For example, if you have a fun, friendly and energetic personality you might opt for bright colors that represent this such as yellow and orange and the use of bright images.

COLORS AND SHAPES

Research shows that people can subconsciously associate visuals such as colors and shapes with certain feelings and emotions. Below are some guidelines that demonstrate what effect these can have on consumer psychology. Whilst this is not an exact science, it can be used to help guide you in creating a brand design that fits with your brand personality.

Psychology behind shapes:

* Task 1: Choose your color scheme and the associated HEX numbers or determine the HEX numbers for your existing color scheme. By determining your HEX numbers you can ensure the same shades are used across all of your communications.

If you don't yet have a color scheme, proceed with Option 1 below. If you have your color scheme but don't know the HEX numbers, proceed with Option 2.

Option 1:

Step 1: Coolors is a great free tool for helping you decide on your color scheme. You can access it here.

Step 2: Click the space bar to skim through different color palates.

Step 3: You can adjust each color using the adjust tool or move colors around until you are happy with your palate.

Tip: Choose only two to three colors. You don't want to overdo it!

Step 4: Once you have your chosen color scheme, print it out or write down the associated HEX numbers. These are the numbers that start with # at the bottom of each color.

Option 2:

To determine your HEX numbers, follow the below steps:

Step 1: Access Image Color Picker here.

Step 2: Upload an image that contains your existing color scheme. E.g., your logo or business card.

Step 3: Click on a particular shade within your image.

Step 4: You will see the HTML Code # (AKA HEX number) populate to the left of your image. This is the number that starts with #.

Tip for creating a logo: If you do not yet have a logo and need help designing one, Fiverr is a great website where you can find designers charging as little as $5 USD (hence the name "Fiverr") for a logo. If you need a little more guidance along the way and are willing to spend a little more, you can also find affordable designers on Freelancer.

This brings us to the end of the Target Market and Branding section where we have covered:

  • Who your customers are,
  • Your unique selling proposition,
  • Your brand voice and tone and,
  • Your brand design.

Now we will use this framework to begin creating your free offering in the next lesson.

Continue to Next Lesson