Get to Know Your Users

Brand personality can’t be invented out of thin air. It’s a result of research and planning. Research is the most crucial part of the overall process. The insights you get from the research will become your North Star – they will build your design foundation and inform every decision you make during the design process. Know Who Your Users Are To build a strong foundation for your brand, you need to define the target audience that you’ll be focusing on. The better you identify your target audience, the better you will be able to design your product to connect with them.

No business exists in a vacuum. That’s why after you’ve identified your users, you need to research brands within your industry niche. Examine the competitors in your space — make a list of your biggest competitor websites, and check out their branding efforts: Look at how competitors present themselves visually. What are their look and feel? What color scheme do they use? What visual trends do they follow? Notice the words they use when interacting with visitors. What are they saying about themselves? What language do they use? Are there certain slogans? Take notes on what you like and don’t like about their websites. Try to understand how you can set yourself apart from the competition. Your goal is to create a brand design that feels fresh and unique. Let’s see how it works in practice. For example, many travel companies use blue as a primary color.

‘Who am I?’ is a simple question that is so difficult to answer both for a person and for business. When it comes to brand building, it’s essential to follow the rule ‘know thyself’ because the most influential business personality comes from the understanding of your essence. Research the company’s history, goals, and values. Devote yourself to the process of understanding your company. Even if you have a great grasp of your company, you should take some time to research the history, goals, mission, and values. The design you create should reflect these things. Outline the key qualities and benefits of your brand. Figure out the unique selling points (USP) of your brand (something that only your brand offers). This information will help you give your visitors a reason to choose your brand over another.

Define Your Brand’s Visual Character

• A Logo is the most critical element in a brand’s visual identity.
• Colors are everything when it comes to visual branding — they are the building blocks of all your visuals.
• Once you’ve created your logo and decided on a suitable color palette, you’re ready to start working on typefaces.
• We already have a logo, colors, and fonts. It’s time to continue to expand a brand by thinking about other visual elements like photography and graphics.

Once you’ve established what your brand should look like, it’s time to figure out what it should sound like. When you’re setting up your site, it’s all too easy to think of copywriting as a last minute activity. But in reality, the earlier you start the process of writing a copy, the better the final result will be: Work on text early because text problems often reveal design problems. The earlier you notice the problem, the less expensive it’ll be to fix it. Good copy evokes emotions. Customers feel loyal to brands that they can build an emotional connection with. It’s possible to establish a strong emotional connection using copy by making your brand sound more human.