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How To Craft A Creative And Unique Brand Concept For Your Business In 4 Easy Steps

Michelle Dale - Friday, March 25, 2011
More and more businesses everyday are opening up online, it has literally become a common dream amongst a large amount of the population to live the virtual lifestyle, to be able to live and work from anywhere in the world, all with the aid of an Internet connection and a laptop. We are becoming intrigued by the possibility of being able to make a living from home doing something we love to do, and the opportunity to have a great online business is becoming increasingly easier with online training courses and of course the help of some top notch virtual assistants.

But with this new found popularity comes an increasing competition, and you will need to consider how you are going to stand out from the crowd, and create that all important impact that is going to prompt the client or consumer to consider choosing you above everyone else when they first land on your site.  The true ability to make an honest living online comes from offering and amazing quality product or service and amazing customer service, but in order to secure the client or the sale, you also need to make an amazing and memorable first impression so your traffic doesn’t bounce and you can get them to engage with you in your business. For this, you need a concept.

What Is A Concept?

A concept or theme is a bit like coordinating an outfit or decorating a room. You would not put a lime green sofa in a bright yellow room with purple curtains, orange carpet and a pink lampshade. Unless of course you were going for the psychedelic look. A theme or concept is a complete “look” which your business in centred around, and then in turn, you can continue to build and expand that look throughout your website, branding, social media etc…

To get the concept you will need to decide on several things.

Whenever I am working as an online business consultant or mentor, and I am looking to create a concept for a client or one of my members, I use a process to pull everything together and create a unified “whole,” it’s important when you create your concept that all the bits and pieces do not appear as fragments, but appear as one seamless set.

Step 1 – A Core Graphic or Image

The first thing you need to do is take the business, product or service and then find a very high quality image, photo, illustration or graphic to represent what that company stands for or could be associated with, but look for something not obvious, a little “out of the norm,” something that has not been done before, and is unique. Something that could be associated but isn’t directly representative. Istockphoto.com is a great site for finding good quality graphics.

Step 2 – A Colour Palette

Then decide on a defined series of colours for the concept, by picking them out of the graphic from step one directly, and use those consistently throughout your branding and website. This includes social media, blogs, marketing materials, products and services. Colourlovers.com is a great site for forming your colour palette, and so is Canva Colours.

Step 3 – A Font Duo

Then choose 2 fonts to go with the concept, a “web safe” font, for all the primary text used, for example arial, times new roman, verdana or georgia are very popular, and a creative font which is not commonly used and can be embedded into graphics when used. I like this site to look for font inspiration dafont.com


Font 2

Step 4 – Piece The Puzzle Together

Once I have the core graphic, colours and fonts the details all begin to work themselves out and you can begin adding those final little pieces of the puzzle to your concept. Choose or design a logo, based on your theme, find other corresponding or related images that work with the theme, and use those in your promotional material and on your website.

By creating a well thought out concept, you can give your website a more memorable look and feel, it will elevate itself effortlessly from other sites, it will be creative and innovative, and will have the “purple cow” factor to match your product/service and support. This is a very important contributing factor to the success of an online business brand.

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Hi I'm Michelle, an entrepreneur specialising in virtual assistance, a digital and real world nomad, and a down-to-earth mother of three.

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