Consistent Branding | How To Build A Consistent, Relevant And Memorable Brand That Boosts Your Business!
Consistent Branding | As technology advances and becomes easier for the average consumer to use, small business owners are doing their own marketing rather than hiring consultants. The result: ineffective websites, poor quality images, boring copywriting, bad search engine rankings and ultimately no cohesive brand image. How consistent are your marketing materials? Would your potential client be able to easily identify your marketing material at a single glance? Everyone and their grandmother can start a small business, clothing line or record label. If you want to make sure your startup succeeds and thrives, not just survives, you have to stand out. The best way to do that is to build a strong brand identity that trickles into every aspect of your business.
With any new business, especially if you’re just starting out, it’s vital to create an identity for your brand and then use it consistently throughout all of your marketing materials. Keeping your brand consistent online and offline is important, sure, but with so many platforms and so many social media networks, this is not always an easy task for small business owners. Of course, you aren’t going to be able to control everything that is being said about your business and your brand, but you can control what you put out there. Here are some of the most important things you should keep in mind when building a brand identity.
One Company, One Logo | Consistent Branding
Your company logo is the face of your brand: it’s a graphical icon that serves to identify you and your business both online and offline. Using different logos will only result in a mental disconnect for potential clients and could lose you valuable business leads. If your business logo design includes a specific symbol or shape, look for ways to integrate that design into all of your marketing materials, from your business card and letterhead to your social media profile and your website. Graphic elements can become visual cues to your target audience and aid in brand recognition and recall.
Pick One Color Palette And Stick With It | Consistent Branding
These colors should ideally match, or at least complement your logo. Color consistency is vitally important for creating a unique and cohesive brand identity, so choose a primary brand color, use it in your logo, and make it the dominant color in all of your marketing materials both online and offline. If your logo is green in one ad and purple in the next, your potential clients are likely to end up confused. Also, keep in mind that color evoke very different thoughts and emotions, which means you should come up with a color scheme that fits the nature of your brand.
Pick 2-4 Fonts And Stick With Them | Consistent Branding
What would you think if a brand like Mercedes started using a font like Disney’s branded font in its marketing materials? Most consumers would scratch their heads and wonder why a high-end, luxury brand is using a fun font design that feels more suitable to children than car buyers. Like colors, it is very important to use consistent fonts that perfectly match the nature of your brand throughout your marketing materials. Choose a primary font for your brand, and consistently use it in your company logo design and all of your marketing materials, as well as business correspondence.
Determine The Personality Of Your Brand | Consistent Branding
What you say is important, but the way you say it is just as important. Your brand’s voice is the language, tone and all the brand-related words you use to communicate your message, and it’s an important part of your branding strategy. However, if you’re not the only one handling your company’s online presence, there have to be specific guidelines in place to ensure a consistent voice is delivered. In other words, your company message should always sound the same, and the tone, choice of words, examples, analogies, and stories should all match the nature of your brand. It’s as if one person can start a piece of content and another can finish it in the same voice, with ease.
Executing Your Vision | Consistent Branding
In order to ensure that your brand is consistent across all platforms and materials, you’ll need to implement your design assets anywhere and everywhere your brand lives. Take some time to jot down all of the properties that fall under your brand (e.g., websites, blogs, emails, pamphlets, social media images) so you have a comprehensive list to work through and find the best way to convey your brand using each of them.
Remember, It Takes Time | Consistent Branding
Building a consistent brand takes a lot of hard work and dedication, but when you build something your clients can recognize and connect with, it’s absolutely worth it. When your brand message is imprinted in the subconscious minds of your target audience, then you will have succeeded in branding your business. That takes consistency, not an unlimited budget. And while it might take you years to develop your own strategy for cultivating the consistency of your brand, once you think you found it, stick to it and don’t waiver.