Few things are more intimidating than a blank page or canvas. With so many possibilities, how do you find your style for your brand and select colors, fonts, and imagery that reflect your brand aesthetic?
While the specifics of choosing colors, fonts, and imagery is a subject for another blog post (check out this article for information on color and branding: The Power of Color and How it Impacts Branding), selecting an overall style for your brand can be easier if you consider the following:
Consider What Impression You Want Potential Clients to Have of You
When prospective clients or consumers see your brand, what impression do you want them to have of you and your business? Do you want to be seen as knowledgeable? Creative? All-business? Fun?
The answer to this question may largely be determined by your industry. If you’re a lawyer, the message you hope to send to the world will look very different than the message a fashion designer might hope to communicate.
Come up with two or three words that capture the impression you want people to have of you and jot those words down. Consider also going through a mind mapping exercise and write down any additional words or concepts that come to mind.
Look at Business Websites in Various Industries for Inspiration
Look at business websites in various industries (not just the industry you’re in!) for inspiration. While you obviously don’t want to copy someone else’s brand, looking at a variety of business websites can be helpful for sparking your own ideas.
Pay attention not only to what you like, but also to what you dislike. Does the website have a light beachy feel that you like? Take note. Do the web pages have a moody, serious feel that isn’t your style? This is also valuable information worth noting.
Write everything you learn down. The more information you can glean from this exercise, the closer you are to honing your style.
Analyze Your Competitors
For this exercise, you’ll want to focus on companies within your own industry. Look at the websites of your competitors and consider their branding. How can you stand out from the competition with your brand? Are there ways you can think outside of the box and push the boundaries creatively to make yourself memorable to potential clients or consumers?
Look for ways to make your brand unique. This will also influence the brand aesthetic you ultimately decide upon.
Create a Mood Board
Find images or illustrations you like (that align with the words you came up with in the first exercise) as well as any quotes that resonate with you and create a mood board.
While it can be easy to rush this process, take your time and gather visuals from various sources. Once you’re finished, take a step back and look for any common themes that run through your mood board. Chances are, there will be some commonalities if you look for them. This is a great source of information to help you find your style.
Next Steps
With all of this information in hand, you’re well on your way to determining your style. Again, don’t be afraid to take your time with this process. If you feel like you still don’t have a clear picture of your style, feel free to repeat the exercises above and get more inspiration to find your style.