Investing in a Brand Identity.…First
Starting a new venture can seem complex and intimidating. Aspiring entrepreneurs tend to start by putting together a business plan and seeking prospective investors before getting a brand identity. They rest on the “if you build it, they will come” philosophy and fail to recognize that a great idea alone is not enough if you can’t tell your story properly. Some figure that the brand identity is the icing on the cake, when it’s actually an important ingredient of the cake. Unfortunately, building brand identity up front is often overlooked – and undervalued.
Brand your business plan.
In today’s competitive marketplace, including your brand identity, and telling your brand story, in your business plan is just good business. It gives potential investors, or future partners, a tangible sense of where you want your brand or service to go, how you want it to feel, and what makes it appeal to future customers. This is your selling tool. Make it work for you in an engaging and compelling way. Validate your idea by using visuals and emotional ties that the investor can visualize. Communicate your new venture with descriptors that reveal your passion. Make it easy for them to see your vision. Give them something to get excited about.
Brand identity is more than a logo.
When people think about a brand’s identity, they usually think about the tangible items; the logo, and maybe the tag line. It is more than that. It’s a strategic plan with heart composed of: promise, personality, positioning, attitude, visual style, brand voice, message, backstory, name, and icons to name a few. It is with these elements you demonstrate how you can create the perception that deepens the emotional connection to the end consumer.
Attracting the right people.
Having a solid brand identity in place gives a sense of confidence in your product or service and can attract partners, recruit future employees and get media attention. Take, for example, Cake Monkey Bakery. Lisa Olin, an aspiring entrepreneur and cake lover, had a vision--a vision of a unique bakery that produces single serving mini-layer cakes. Decadent and exotic, these three-inch cakes are a whole cake -- for one person!
Armed with just her concept, Lisa approached Special Modern Design, an identity and brand design consultancy in Los Angeles, to get her brand and visual identity developed and applied to her business plan to validate in her idea and attract the right people (i.e., investors, partners) --- and it worked. With a handful of investors on board, Lisa then placed an ad for a Pastry Chef. Elizabeth Belkind, a celebrated Pastry Chef formerly of Grace and Campanile, responded to her inquiry and a bakery was born.
Even though Lisa is still in the development stage with a commercial production kitchen operating only, Cake Monkey Bakery has taken off. She has received a ton of press and rave reviews and hasn’t even opened her retail shop yet. She is now able to concentrate on baking fantastic cakes with peace of mind knowing the brand development is behind her.
So how to build a brand identity?
Building an identity is not an isolated act—it’s a process. So how do you develop a brand identity? Start with asking these questions:
WHO ARE YOU?
Before you can tell people what to think about you, YOU must know clearly who YOU are. Have a good sense of the message you want to portray. What is your story? What are your goals?
HOW DO YOU WANT TO BE PERCEIVED?
How do you want to be perceived by target groups, and future employees?
WHO ARE YOU TALKING TO?
It’s helpful to narrow your focus and target a specific psychographic to get your message to the right group.
WHAT MAKES YOU DIFFERENT?
What sets you apart from the competition? Put your stake in the ground.
WHO ELSE SELLS SIMILAR GOODS OR SERVICES?
Will there be other companies vying for the target market?
WHAT DO YOU DO? WHAT DO YOU HAVE TO OFFER?
Are you able to communicate what you do in a simple manner?
WHAT DO YOU “LOOK” LIKE?
How do you envision your brand? Now it’s time to use design to delivery the brand experience.
Keep your business identity at the forefront of your business decisions.
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About Cake Monkey Bakery
Owner Lisa Olin, an expert on eating cake (but not baking cake), set out to hire a pastry chef who shared her love of cake. She hit the jackpot when she met Elizabeth Belkind. Cake Monkey Bakery is the combination of Lisa’s skills and passion, and Elizabeth’s unique style of elegance, whim and playfulness. Together, they create amazing cakes using only the finest and freshest ingredients.
Cake Monkey Bakery, 877-640-2253, cakemonkey.com
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About Special Modern Design
Special Modern Design is recognized for creating brand identities and designs for: Shape.com, Los Angeles Universal Preschool, Beca:Christian, M Industrial Design, F+E Architects, Emoto Music, Los Angeles Conservancy’s Modern Committee (Modcom), Coppos Films, and the Autry Museum. The Los Angeles-based design consultancy has held true to the philosophy of digging deep into the core of the client’s business goals and providing a fresh design perspective. Their work has been recognized nationally for design excellence.
Special Modern Design, 323-258-1212, specialmoderndesign.com