A big part of figuring out what kind of image you would like to project is defining the tone you want to convey with all the aspects of your brand. The tone you decide on will most likely be heavily influenced by the type or products or services provide, as well as the field of business you’re in. A bank isn’t going to want to be as playful as a fun new tech startup, and fashion brands, for example, have to decide between having a wider appeal and categorizing their products as luxury items.
When you’re dealing with such abstract terms that run the danger of being differently interpreted by different people, it’s good to stick with some guidelines and to think of certain traits as opposite sides of a spectrum and try to decide to which degree you belong on one side or the other. Here are some opposing traits against which you can define the tone and personality of your brand.
Playful vs Serious
The playful vs serious decision will largely depend on who your customers are and what role your products and services play in their lives. The playful aspect might make more sense if you’re catering to children, or if you’re in the social media or entertainment business. On the other hand, if you’re dealing with things like people’s sensitive information and your business depends on you clients trusting you more than anything else, it might be a good idea to opt for a more serious tone.
Casual vs Formal
Similar to the previous point, the spectrum between casual and formal very much depends on the audience you’re trying to reach, as well as the pricing you’re going for. Generally speaking, lifestyle brands that are aimed towards a younger crowd would probably pick a more casual tone, while a more formal tone is better suited for insurance companies, banks, business software developers and other similar companies.
Young vs Established
This distinction is less a reflection of your targeting and aims, and more of a way to package your business’s story and progress so far. You could very easily use your recent appearance on the market to your advantage, as a charming aspect of the value your company, or you could rely on how well established your business is to tell a part of your story and present your value as a matter of heritage and tradition.
Economic vs Luxury
Whether you’re looking to to appeal to a wide audience or a select niche of customer who are prepared to pay more for what you’re offering should also be reflected in how you build your brand, is it’s important to know right off the bat where you fall on the spectrum between Economic vs Luxury. Bare in mind that there is a self-fulfilling prophecy element when it comes to pricing your products in the luxury range, because sometimes people believe that a higher price directly correlates with higher value.
Homemade vs High Tech
Branding something as homemade or high tech can influence how your product and its price will be perceived. While homemade carries the connotation of uniqueness and an item that is one of a kind, high tech implies that the most innovative and cutting edge technology has been applied to your product or service. What you opt for can depend your industry, but that doesn’t have to be the defining influence. Lush, the cosmetics brand, for example, pride themselves on their eco and animal friendly hand made products, while Sephora is developing high-tech stores, and each of these strategies work for their respective brands.
Clean vs Busy
This can be a purely aesthetic decision, though you should be aware that it spills over into other aspects of your brand. You can do a lot with a little, by keeping your colors tamed and your image minimalist, or you can opt for a more detailed and patterned look if that fits the spirit of your brand more accurately.
Feminine vs Masculine
This distinction has mostly to do with who makes up the majority of your audience, and thus, who you are trying to reach with your branding. While staying gender neutral has its perks, crafting your image so that it fits the expectations of the audience you’re trying to reach may directly translate into tangible sales results and make it easier for you to differentiate yourself from your competition.
Modern vs Classic
Like the young vs. established dilemma, whether you decide you’ll go with more modern-looking or classic visuals depends on the roots and story of your organisation. There’s no way to determine which option is better, it comes down to what is better for your company specifically, based on what the norm is in your industry and what the expectations of your customers are.
Friendly vs Authoritative
The distinction between friendly and authoritative is essentially the decision on how you want to define your relationship with your customers. Achieving a friendly and customer-focused image is made easier by the presence of social media, while content like in-depth articles, white papers and webinars defines you as an authority within the industry.
Conventional vs Rebellious
Lastly, an important part of your branding message is gauging how willing your company is to go against the grain and what you stand to gain by either defying the norm or sticking to it. Again, much of this decision is informed by the industry you’re operating in, and thus, the risks you’d be allowed to take, but sometimes, being the odd one out means you stand out in all the right ways.
For more information on how to launch your project and craft your message, join our CEO Michael Murdoch for a Workshop on telling a memorable story without exceeding the budget at the British Library.
Icons made by Roundicons from www.flaticon.com
