Building a digital presence and creating an identity for the brand itself are two of the most important aspects for every startup business.
Having a strong brand identity from an early stage is very important for defining the main business values in the eyes of the customers. With the right marketing strategy your name and your logo will highlight the value of your product or service even before the official launch.
How to create a branding strategy based on your budget?
There is no perfect and universal branding strategy as each brand is unique and each market has different evolution trends.
As for a general budget-friendly branding strategy there are some aspects to consider and some specific steps to follow when starting the branding process of your business.
1. The Official Name
In the last article we have explained how to find the perfect name for your business and that should be the first step to follow for any branding strategies. At this point you should have a valid name for your business with no copyright issues, based on your own naming brief.
Checking every point of this element is extremely important as the name should be a permanent element in the evolution of your business.
2. The Logo
The next step for defining a business identity should be the logo. This will have a dedicated article in our blog section as it needs another brief in order to be designed in the right way.
The logo will have to highlight the main value of your business and the key aspect of your product or service. This will be the first element in the process of creating a theme for the business.
You should create at least a very basic brief for the logo design process even if somebody else will do the actual design job for you, because the name and the logo must work together not one against the other. The base of the “Logo Brief” is represented by the most important points from the “Naming Brief” as you want the logo to reflect the same aspects as the name, related to quality, history, tradition or process innovation.
The industry of the business should also have a decent influence on the style of the logo, as a logo for a digital service should have a modern tech vibe, while a logo for a beauty product should focus on creating a premium, elegant feeling. That is not a general rule and sometimes creating a small contrast can attract more attention.
Creating a budget for the logo will be another topic of the logo design process article but as a general rule the budget is strongly related to the amount of brief criterias. If you spent a lot of time selecting name which perfectly highlights the key aspects of your business and you just get a blank, general stock element for the logo, everything you did will be worthless as the contrast between the feeling you’d like to create and the real feeling in the eyes of a potential customer will be too high.
3. Stationery & Digital Materials
In early stages you will need a strategic budget allocation for the stationery materials by selecting only the elements you are going to use in the near future as there is no point in spending a lot of money to design and print elements which are not included in any basic marketing strategy.
If you are offering one or more physical products you should spend a good amount of money on packaging, labels, stickers and brochures. Of course from all of these, the most important ones are those which will be delivered directly to the customer together with the product and also the ones used for promoting the product.
Social media materials such as high quality photos and cinematic previews of your product are also very important and will help you define the values and quality aspects of the product and the brand itself. In this case, some of the social media channels should be directly linked to an online product catalogue, store or website.
If you are offering a service, physical or digital, the online presence of your brand is vital. You should consider hiring a talented creative to build and design a high quality website. This will basically be your digital business card working together with the logo and your presence on the social media channels.
You should also consider getting a wall sign and a small banner or poster designed for your physical office and of course a high quality business card to reflect everything you’ve previously created.
4. Additional Materials
Various niches will require additional materials even from an early stage such as office prints, custom vehicle wraps, industrial posters and banners or custom equipment and embroidery. All of these should be developed and designed after identifying each specific requirement.
Combining these tips will allow you to create a budget allocation strategy for the branding process and at the same time optimized for your specific business strategy.