Brands looking to come alive this year face fiercer competition than ever, so strong branding and differentiation, and positioning are key.
January is a typical slow season in eCommerce. But it's also a great time to plan out your year, or revisit your goals and think through your strategy of your growth this year.
While you might be riding the high of your new years resolutions and that burst of motivation, when thinking of starting a new brand well, where exactly should you start?
Working with an Agency is always a good first step to creating the foundations of your company. But there's so many DIY options as well as things you should think about saving for before investing. Having a starting branding RFP is a good way to start - but what can you expect to actually invest in all the pieces needed before you get started?
Here's our top tips for new indie brands looking to launch their dream brand this year from start to finish:
You would not believe how many startups we talked to this year that had an amazing idea, ground breaking formulation, even got photography done only to be stopped in their tracks and almost wiped off the map with a cease-and-desist letter because their name was too similar to a big competitor.
1) Start with your unique brand name
You would not believe how many startups we talked to this year that had an amazing idea, ground breaking formulation, even got photography done only to be stopped in their tracks and almost wiped off the map with a cease-and-desist letter because their name was too similar to a big competitor.
Your brand, and brand name, is not something to mess around with and just decide on something because "you like it" and "it's good enough". No great and lasting brand just plucked a name out of thin air and had it stick without some sort of backstory, deep meaning, and well researched uniqueness behind it.
If you're struggling with finding a brand name that sticks, reach out and we can help start the process with our branding partners who can help concept, research, and find a name that sticks that you can keep long term, trademark and buy a domain and registry social handles for.
What to budget for naming your brand professionally:
Around $3-$5k USD for naming service, trademark registrations.
When to start:
ASAP! If you let it sit, chances are someone else will start it before you do, so don't sit on your great idea!
How long to plan for brand naming to take:
Approximately 1 month lead time and 2-4 weeks for brand naming.
2) Craft the visual identity
And not just your logo. A brand is created of 3 parts:
- Positioning - what you want your customers to know you for (values, ethos, audience strategy),
- Reputation - how you want them to talk about you when you're not in the room (customer service, brand voice, clear messaging strategy), and
- Recall - what devices you use to create recognition (logo, colors, type, marks, packaging).
If you don't have a brand yet created, don't feel paralyzed with everything you need to check off first. There is no ONE or RIGHT way to go about creating your brand. Of course, working with a professional like us to help you clarify your vision and communicate it to the world is a great place to start. However, we have worked with countless brands that have taken a more bootstrapping method, creating their "version 1" logo and packaging using the tools at their disposal to get their product in the hands of people who will be their future customers.
What to budget for brand identity design professionally:
Around $3-$10k + USD for branding identity, packaging, and other ephemera to be done professionally.
Where to start with your brand design a budget:
Start with the basics of a brand identity - we have packages as low as $2.5k USD for an accelerated branding experience. Get your manufacturer to give your some packaging concepts, they sometimes will give you a deal for a proof-of-concept package. When you want it to be more beautiful, get a professional to help.
When to start your branding design project:
Book your service in WHILE you get your brand named, and AFTER you have your manufactured formulations.
How long to plan for branding to take:
As little as 1 week with our brand accelerator up to 1-2 month lead time to book a spot. Branding takes between 1 week to 1.5 months depending on scope. We can also help choose packaging containers that will best suit your ideal audience.
3) Prove Market Fit with your Product
Get your product into the hands of people you imagine would be your ideal customers, BEFORE you're ready. We love to call this "Product Market Fit" - proving to yourself (and potential investors if you need a cash injection) that your product is going to sell and you've identified some early tweaks you can make.
Having a great working prototype of your product that you actually get people to USE can help you identify:
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Changes to your packaging to make it more user friendly/size for quantity
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Common complaints/raves from testers on quality
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How to support your first customers in finding success when using the product
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What kind of post-purchase or use support you need to provide
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Weird/wacky ways your customers use it you didn't even think of
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Raving fans who want to show others their new find like ASAP
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Who your ideal client is so you can make them an avatar for the brand
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"Like" customers or fringe audiences you can think of how to market to
What to budget for initial sales and research of your product:
Around $1-$5k + USD for influencer outreach, and PR boxes + companion print materials like a postcard or handwritten note on a branded print-out. We recommend that you reach out to a Public relations professional ASAP and start a relationship with someone with experience in this avenue.
On a budget:
Don't be afraid to get your product in the hands of others you know and trust and work your network. You need to get comfortable being uncomfortable and selling your product to strangers. This will help hone your message and value pillars.
When to start:
AFTER you have your manufactured formulations. Don't wait until your branding and packaging is finished. Doing this with a proof-of-concept is all you need. Order a few samples, mail them out with a nice handwritten postcard or maybe a QR code with a personalized video message to your brand-ambassadors to be.
How long to plan for this to take:
As long as you want, I would do this to build hype as you work on your website and packaging production.
Pro tip: Take your audience you are building behind the scenes along with you on this journey and make them feel close to you and your brand - it makes you more relatable and wouldn't it be nice to have a band of "OG" followers?
4) Custom brand photos (product and editorial)
A lot of our founders are confused as to why they need photos. But photos MAKE your website. Not the other way around. And it's impossible to standout with stock photography, and stock photos no matter how pretty are just NOT going to cut it with the amount of competition you have to stand against. In 2023, the quality of images you can even get with your smartphone if you're a savvy user is pretty outstanding. To help your customers image how your product fits into their life.
Not only this, but getting you brand to be picked up by publications, they're going to want more than your logo. Professionally shot images (especially with models in a natural environment or beautiful product-scapes) are MUST-HAVE. Online publications are ALWAYS looks for brands that have images that feel like a natural extension of their editorial content and make your products really "jump off the page" so to speak. You will also set up for the best success with your social, marketing and website strategy with that minimum must-have for your brand.
We recommend having a minimum photo assets of:
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30 "hero" lifestyle shots of your product in action for web and social,
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15 landscape photos for desktop wide banners,
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15 for mobile and social posts,
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1 plain isolated white background shot of each product(s) in crystal clear focus in every aspect: Front, back and sides of all packaging.
Why custom brand photography?
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Increase your products perceived value,
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Creates brand equity,
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Helps to tell a story,
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Improved customer comprehension ,
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Helps your customer understand physical attributes like size, weight shape,
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Help people to understand scale, texture, and other tactical information,
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Makes your brand memorable,
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Decreases bounce rate and increases time on page,
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Reduces confusion,
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Creates product usage clarity.
What to budget for brand product photography:
Around $2-$8k + USD your photographers fee, model per-diem, location rental, prop sourcing and art direction from your designer.
On a budget band photography:
That pre-launch fanbase you're building? USE THEM! Reach out or do a casting call on social and get your real customers to be part of your shoot experience. Document this behind the scenes and get video testimonials on the day. You would be surprised how amaaaaazing iPhone shot videos and photos can be with a person with the right eye and some bangin' light.
Or you can see about using services like SOONA which has affordable studio shot and pay-per-photo pricing. Simply ship them your product, and work with the team to build your shot list.
When to start planning your product brand photoshoot:
AFTER you have your branding done, your photographer and/or designer will have their own lead times for art direction and day-of-shoot.
How long to plan for brand photos to take:
Approx 1 month lead time. 2-3 weeks for post-production editing and delivery.
Pro tip:
Make sure your models are people you want representing in your actual audience. Be conscious of showing different builds, weight, ethnicity, ability, and more for a brand that really stands out by living its values.
Not sure who to reach out to? Send us a message and we'd be happy to help you get started.
Frequently Asked Questions
Creating a standout brand involves a clear vision and professional help from a team with a clear process. Start with a strong foundation by defining your mission, values, and target audience. Choose a unique and memorable name that reflects your brand identity and ensures availability across domains and social platforms. Then, develop a cohesive visual identity, including your logo, colors, and typography, paired with a consistent brand voice to communicate effectively across all channels. Only brands that take the time to establish these essentials tend to succeed when investing in their Shopify storefront and marketing.
Your brand name is the cornerstone of your identity, influencing how customers perceive and remember you. A great name is unique, resonates with your target audience, and is easy to recall. It also needs to be trademarkable and have available domains and social handles to ensure consistency across digital platforms. A well-chosen name can set the tone for your brand’s story and help you stand out in a crowded eCommerce marketplace.
Visual identity is your brand's first impression, and it significantly influences how customers view and remember you. A strong logo, color palette, and typography create a cohesive aesthetic that reinforces your values and differentiates you from competitors. Consistency in your visual elements builds trust and credibility, making customers more likely to engage with your brand. A memorable visual identity can enhance recall and position your brand as a leader in your niche.
Shopify is a powerful platform designed to help brands create seamless, professional online stores with minimal technical expertise. Its customization options, integration with marketing tools, and mobile responsiveness make it ideal for building a cohesive brand experience. Shopify’s robust SEO features and user-friendly interface ensure your products or services are easily discoverable. Plus, its scalability supports brands as they grow, making it an excellent choice for both startups and established businesses.
If you’re feeling overwhelmed by the process of creating a name, visual identity, or brand strategy, it’s a sign you might benefit from professional help. Experts can guide you through crafting a brand that resonates with your audience and meets your business goals. They also ensure your branding is consistent across all platforms, from your website to social media. Investing in professional branding can save time, reduce stress, and help your business make a lasting impact.
Conclusion
Starting your brand with the proper essentials so you have strong sales, requires a strategic approach to naming, aesthetic and messaging all wrapped up in one. By following these steps, you can establish a strong foundation for your brand and position it for success in the competitive eCommerce landscape.
PReady to bring your dream brand to life? At ARQ Design Studio, we specialize in transforming visions into reality. Whether you're looking to develop a compelling visual identity or build a robust online presence, our Express Branding Package is designed to meet your needs efficiently. Book a Clarity Intro Call with us today to discuss your brand aspirations and discover how we can help you achieve them. Let's create something remarkable together! For more information on how we can help, visit book a clarity call with us today!
