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Identify your Target Market

The first step in branding is to identify your target market. Don’t just focus on demographics, but tastes. Are your customers businesslike, cutting-edge, organic and earth loving, or just practical? Keep your brand consistent. If your audience is contemporary you should go for the streamlined tech-obsessed look. Earth tones and natural curves appeal to an organic audience. It is best to create a brand that appeals to your aesthetic. Then ask yourself; does this message and brand aesthetic appeal to me?

Find a Brand Name

Brand names are critical and need brainstorming. Be sure to check trademarks before going with a brand. You can check trademark status at tmsearch.uspto.gov. Don’t use obscure names that only make sense to you. A brand name should still be recognizable as a word. I know what you’re thinking; what about Google, Twitter and Pinterest? These words are easy to spell and pronounce. They have also benefitted from great marketing efforts.

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Design a Logo

Your logo should be simple, memorable, timeless, versatile and appropriate. A versatile logo can be broken down into different dimensions depending on its use. Business cards, social media and website headers may need to be in different dimensions. Establish a simple style guideline. Identify specific colors to represent your brand. I use color.adobe.com to brainstorm & store color ideas. It’s free and easy to use.

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So, Identify your market, choose a brand name & establish a style guideline and you’re well on your way to your new brand identity.

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