OK! You’re excited! You’re busting to go! You’ve got those fonts sorted! You’ve got your colours too! You’ve found the most awesome-est collection of public domain/creative commons images EVA, and you’ve been to the photographer and got some super hot shots for your profile pics. Let’s do it! YAY!
But here’s the thing: your brand will not, in all likelihood, come together at once. How on earth do you put those graphic design elements together in a meaningful and consistent way? How big should each element be? Where should everything go?Layout/composition is yet another piece of the branding puzzle. You need to consider it for every graphic you put out into the world. What goes on your business card and where? Your website design? Flyers? SM graphics? Packaging? And what about those fancy watercolour overlays you want to include? Or those colour blocks? Where do you use them? And how much do you use? How much is too much?
It seems there are endless decisions to make (and perhaps there are). But the important thing is to start. Keep your brand style guide close by, and keep one eye on it every time you make yourself a new graphic. At the same time, keep the other eye on your ideal customer and ask them, do they like it? Is it balanced/edgy/real/beautiful/wild/romantic/whatever enough for them? And does it feel right for you and your brand?
Once you’ve settled on your style guide, stick to it (for a good while at least). Tweak it, don’t change it. You’ll grow into it, and it’ll become more and more comfortable, like your favourite pair of jeans. And like your favourite pair of jeans, you’ll get to know what accessories look good – use your style guide frequently and you’ll know how to mix and match your elements so that they look right every time. Keep practising, keep going, and get inventive with what you have.
And yes of course, in all likelihood there’ll come a time when those jeans don’t feel right any more – they’re old and daggy and it’s time for a complete change. You’ll know when that is.
(ps. Update: This is Tip 4 of my 5 best tips. You can find all 5 tips for branding here.)
(pps. I know this particular tip was short and to the point – but I stand by it; it’s absolutely my top tip.
Of course, there’s a whole lot more to branding than 5 simple pointers. If you seriously want to knuckle down and sort out your branding AND be thrilled with your results, go grab a copy of my 92-page e-book, “VIZ BIZ: Branding for Small Business ” here. It’s my 20+years of experience in design and teaching all bundled into a neat package. Because you don’t have 20 years to figure it all out – do you?)