3D Product Renders or studio photography?

One of the most important questions we ask when designing a brand is "who will be managing the brand once you have it"? It's not a case of having some fonts and colours and cracking on with it. Brands need conscious and deliberate management. But we’ve likely all been there – when you’ve been working with the same brand for a while, things can start to feel… samey (especially if you're a designer). It’s tempting to want to introduce new approaches. However, branding is a long game, and familiarity breeds recognition – not contempt! Introducing new visuals here and there may seem like small changes, but without proper consideration, over time they can amount to a slow erosion.

Know yourself, and make a promise

The way a person looks, talks and moves, as well as where they're found, all contribute to how recognisable they are. The more familiar you are with someone – especially if the location is expected too – the less work they need to do to gain your trust next time. And over time, who that person is becomes pre-emptively understood by the room. People who have a real sense of self are the people who stand out. Branding is no different. This isn't about never changing, or doing the same things over and over again, but about how you choose to use familiarity, expectation, and persistence as currencies over long periods of time. Branding is a promise.

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When was the last time you really stopped and audited everything from the past few weeks, months, or year – where you were, and where you are now?

Keep an eye on the past

Marketing departments are often in a constant forward motion. As they should be. But when was the last time you really stopped and audited everything from the past few weeks, months, or year – where you were, and where you are now? Software like Miro or Figma are great places to start for visual consistency. Get as much work as you can up there – jpeg, PDFs videos. Is it consistent? Be brutal.

For most brands, it's likely there's far more meandering than you'd expect.

This is about stopping and slowing down. Next time you're reviewing work, get as much previous assets in front of you for review as possible. Put them on something like Miro for minimal effort. So when new ideas are being introduced, they're judged in the context of a brand that's already out there. Does it feel like a natural extension, or a completely separate expression? Do elements of it already exist in earlier work, that are now being reinvented or undermined, instead of reused? If this sounds pedantic – that's because it should be. Lean into what you have, or lean into change. But be deliberate.

The long of it

In the end, codifying your brand isn’t just about sticking to a set of rules. It’s about ensuring your identity remains consistent and recognisable, and isn't incrementally shifting without real intention. By playing the long game, resisting the urge to change too quickly, and sticking to your brand’s core values, you're ultimately helping build long-lasting trust with its audience. And with all this said – if you're still struggling to build on what you have, it may be worth considering if a larger brand exercise is needed.

Why do you engage with one brand over another? Most probably because you trust that brand, and trust is something that’s cultivated very carefully through a number of things. The most subtle of which is its brand voice. Creating your brand’s voice is all about aligning yourself with your audience: literally speaking directly to them. The way tabloids speak to their readers is very different to the way the broadsheets write, for example. Similarly, McDonald’s are always “Lovin’ it” – they’d never be “Loving it”, while the way messages are verbally presented to children in advertising is miles away from those pitched at Saga holiday clients. Here are a few things to think about when creating your brand voice.

Who are you?

You can’t possibly know who you’re talking to if you don’t know your own product. Take time to think about who you are, what you do, who you’re aiming at and why you’re different to your competitors. If you don’t know what it is that makes you special, then you won’t be able to communicate that to your audience in their language, and they in turn won’t trust you. It’s impossible to build rapport with your clients if they are in any doubt over who you are, and who you think you are.

If you don’t know what it is that makes you special, then you won’t be able to communicate that to your audience in their language

Consistently ask yourself, “Is this something they’d say? Is this something they’d like? Is this something they’d read/use?”

Who are your audience?

Likewise, if you don’t know who will be buying or using your product, it’s tricky to pitch yourself properly. It helps to build a picture of your audience in your mind – either someone you know if that fits, or you can create a fictional person yourself. Make more than one person if your product is more universal. What is their name? Age? What do they look like? What things do they like? What do they do in their spare time? Where do they shop? What other (rival) brands do they use (and why?) Write this all down if it helps to make this person as colourful and real in your mind as possible. Always have them in mind when you’re thinking about your brand, and consistently ask yourself, “Is this something they’d say? Is this something they’d like? Is this something they’d read/use?”

Moodboards

If it helps, make moodboards for the things that your character likes. Rip pages out of magazines, or use Pinterest for visual clues that will help spark ideas. Have this moodboard where you and your team can see it, so your audience are always at the forefront of what you do – you’ll engage with them more successfully, which will have them coming back for more.

Who are your competitors?

Investigate your rivals. Read what words they use, and dissect how and why they speak to their users in the way they do. Be objective – what do they do well? What do they need to work on? Why is this? Can you do better? How? Who is their ‘character’? Would they like or use this product? Would they like yours? How are you different? How are you the same? Is that a good thing?

What keywords and phrases do you use?

Create a dictionary of keywords and phrases your character uses. This not only helps to keep you on-message with them, but it’s also good to keep handy for if (and when) writer’s block strikes. Keep a list of words not to use too. It really helps build a picture of your character, and keeps you consistent in your brand message. It’s also the most direct way of building rapport with your audience – using their language disarms them and suggests familiarity from the off. How can they not engage with you if they’re already so disarmed?

How are these words presented?

Think about how you’ll present your words. Shorter, punchier sentences are better used to inject energy into a piece. Using capital letters and exclamation marks is more suitable for young people. Think about your word count – keep it low for children, for example.

If all else fails…

If you know exactly what your point is, but are stuck for how best to present it, the best thing to do is imagine you’re at a coffee shop with your friend, and you’re explaining whatever it is to them. Write it down in its simplest forms, in layman terms, as if you’re explaining it to someone you know. Then go back and tweak the words, add bits of explanation or backstory here and there according to how your character communicates, and build from there.