Branding has evolved with the emergence of new media, especially in the online world. Creating a new brand takes a much different strategy in this digital era. Here are three simple tips for creating a brand today:
1. Consider SEO in the brand naming process
There's no doubt that search engines play a major role in today's marketing landscape. Google has become a verb in our everyday language; that's when you know it's serious. With that said, it is important to account for online search when creating a brand name.
For instance, let's say you are starting a sushi restaurant in Miami, you may want to include sushi in the brand name (e.g. Joe's Sushi). People interested in finding sushi restaurants in the area will likely use that term when searching online, like "sushi restaurant miami".
Thus, adding such a keyword to your brand name can help your business gain online exposure. You can still stay creative with names and not forcefully include particular search terms. Don't be ridiculous and name it "Sushi Restaurant Miami, Inc" for SEO sake. But take it into consideration and maybe tag it onto the end of the brand name, if it sounds good to you.
2. Reflect your brand attitude with proper colors
So you picked a name and are now ready to design the brand image. Part of that process includes choosing colors that will theme your brand. Take a moment and think about what message you want to convey.
Do you want to portray a bold attitude? Go for strong, vibrant colors in that case, like deep red, green or orange. Maybe you want to express trust and honesty. In that case you might want to use soft, soothing colors - light blues, yellows and other pastels. Even if you want to go for a nostalgic, rustic look, you can use tones like brown, black and beige.
Remember, colors invoke different emotions and attitudes in people. Make sure your brand image sets the mood you're aiming for.
3. Secure you brand's online properties early
Consistency is key when it comes to branding. Thus, securing the same domain name and user names across online platforms is essential. Let's say you are a Miami law firm called XYZ Law, try securing XYZLaw.com, @XYZLaw on Twitter and Facebook.com/XYZLaw.
Streamline the process and make it easy for the public to identify your brand across the spectrum. Using different names for each online page/profile could confuse customers. It also could convey a sense of disorganization.
So, make sure to check that your desired name is available for every page you create. Then secure them before anyone else does.
Tried any of these tips before? Have other advice to offer? Join the conversation by commenting below.