32 – 7 Tips to Create a Memorable Brand Identity

Posted September 21, 2020 | Laura Christianson
The Professional Writer
The Professional Writer
32 - 7 Tips to Create a Memorable Brand Identity


Have you ever planned something that you were really excited about, and right before you launched, something unexpected happened that prevented you from launching?

That’s exactly what happened to one of my clients last week. She is opening a brick-and-mortar retail business in her community. She asked us to design a couple of logos and a business card for her new business.

7 Tips to Create a Memorable Brand Identity | Episode #32 of The Professional Writer Podcast with host, Laura Christianson | BloggingBistro.com

My client had done her due diligence – she had researched competing businesses in her area, decided on a look and feel for her brand, selected her color palette, developed a tagline, purchased a domain for her website – the works.

The graphic designer on my team created a gorgeous logo for her that fit her new brand to a T. Her signage company was in the process of producing the signage for her establishment and we were ready to order business cards.

That’s when one of her neighbors informed her that another new business had just opened in their small town. This other business offered exactly the same services as my client, had a similar business name, and was using the same color palette and visual aesthetic as my client.

The competing business had already opened, whereas my client was still in the buildout stage.

Talk about disappointing!

My client didn’t want it to appear as if she was copying the other new business in town, so she decided to change the visual aesthetic and color palette of her brand. She kept the name of the business the same, but it was back to the drawing board to design a new logo, business cards, and signage.

We completed the redesign today, and her new, NEW look is as gorgeous and inviting as the original design.

Due Diligence

Whether you’re developing a personal writing brand or a brand for a brick-and-mortar business, it’s important that you do your due diligence before and during the creation of your brand.

I’m going to give you an overview of some of the foundational pieces you need to put in place when developing your brand.

Word Nerd Moment #1

What is branding due diligence?

It means analyzing the risks that will impact your ability to build a successful brand.

You need to know what sets you apart from your competitors, in terms of:

  • The way you operate
  • The number of clients you work with
  • How you work with your clients
  • The types of products, services, and programs you offer
  • Your pricing
  • The area in which you operate (geographical or thematic)
  • How many team members, contractors, or employees you have
  • Your revenue
  • Your brand aesthetic

Word Nerd Moment #2:

What is a brand aesthetic?

Your aesthetic is the way all the components of your brand coordinate. Everything about your brand must look, feel, and work in a way that attracts your ideal audience and gives them a positive experience.

Your brand persona starts with identifying the audience you serve. Once you know who they are, you need to decide how you want them to feel when they think about your brand. This will determine your brand style, which might be classic, retro, whimsical, minimalist, rustic, elegant, or handcrafted.

Next, establish your brand’s mood, tone, style, or personality through:

  • Typography – which fonts you use and how you use them
  • Color palette – the combination of colors you use consistently in every piece of content that comes from your brand.
  • Icons – A visual representation of your brand. Examples: Apple uses the icon of an apple. Nike uses a swoosh. Target uses a red and white bullseye.

Identify Competitors

  • Direct competitors – Others who target the same audience, serve the same needs, and offer the same service or products in the same geographical area.
  • Indirect competitors – Others who offer the same, or similar products and services, but who serve a different need and/or target a different audience.

7 Ways to Research Competitors

Note: I flesh out each of these points in the episode.

  1. Google it. Search for your business or brand name. Search for terms related to what you do. Search your competitors’ brand names and related terms.
  2. Google ads – What key words do your competitors use in their ads?
  3. Google and Yelp reviews – What are happy and unhappy customers saying about your competitors? What needs can you fulfill that your competitors are not meeting?
  4. Website – Visit your competitors’ home on the Internet. Examine their logo. Brand style. Color palette. Typography. Messaging.
  5. Social media – Search for your brand’s username. Is someone else already using a name that is identical or similar to your name? If yes, how active on social media or well-known is this person? Will this create a problem? Check out their pages and profiles. What do they post about? What is their brand aesthetic?
  6. Trade publications, blogs, and podcasts in your industry or niche. Make it a habit to read/listen regularly. This will help you track trends, and to become aware of newcomers.
  7. Amazon – If you’re writing a book, search for your book’s title, theme, and genre. Do other books have the same title? Do you need to change your book’s title?

Resources Mentioned in This Episode

Episode #14Everyone’s Favorite Radio Station – Are You Tuned In?

In this 5-minute episode, discover how creating WII-FM content will set your business up for success.

Episode #29Doorbelling in Hostile Territory: 6 Strategies to Plan Your Brand Campaign 

How to shape your brand message to gain the trust of the people you hope to serve.

On-Demand Audio Training and Workbook

Find Your Ideal Target Reader - Audio Training and Workbook by Laura Christianson | BloggingBistro.com

Find Your Ideal Target Audience

During this on-demand audio training, Laura will guide you through a series of questions that will help you discover and get to know your reader. Includes a printable workbook.

How to Keep Up With the Show

Essential Resources for Running a Writing Business from Laura Christianson of BloggingBistro.com

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