If you’re just starting out, or undergoing a re-brand in your business, one of the first questions you should ask is: Who do I want to attract?
Once you have the answer to that question, ask: What do they like and how can I communicate with them?
There’s a reason a different aesthetic comes to mind when you think of an auto parts company than when you think of a salon. We’ve collectively developed a stylistic language that gives different fonts, colors, and designs different meaning and feeling.
You might start by thinking of how to communicate what type of business you are. Look at the logos, websites, and marketing materials of similar companies (even competitors).
Then think of your ideal customer and brands they might like. Try to build a general idea of what resonates with them and what attracts them to one company over another.
Maybe they’re looking for a sleek, smooth feel that says: top-notch technology and savvy support. Maybe they’re looking for a natural, earthy feeling loook that says: healthy ingredients and a homemade touch.
Narrow down your aesthetic by coming up with some adjectives to describe your business. Fun? Sophisticated? Natural? Bold? And measure your potential designs against these terms.
I was very deliberate in designing my brand style. A lot of tech and social media companies have a similar look and tend to skew more masculine in aesthetic. I swung the other way to a slightly more feminine style that is still modern and slick.
Stand out among similar brands by thinking of small tweaks to the collectively understood “look.”
Put yourself in your audience's shoes. Run your new materials and themes by other sets of eyes, to see what associations they evoke.
Aspiring Dog Parent