Basic Elements You Need for a Consistent Brand
Having a consistent brand leads to a better overall brand experience. Not sure what the difference is? Branding is your logos variations, color palette, typography, branded photography, and custom design elements (such as a unique pattern) that are the visual identity of your business. The brand experience is the story your brand tells through your brand messaging and voice used in advertising, social media, marketing materials, etc. It’s the overall experience in how your audience connects and resonates with your business. How they feel about the colors you use, the packaging you have designed, or your website.
Tips for creating an intention brand and brand experience –
Clear Messaging and Brand Voice
This one can be tricky, especially if you have a large team or multiple people managing your marketing. This refers to the voice in which you communicate with your audience. Do you want to be laid back and casual or more professional and proper? Think of your typical client and how your day-to-day communication is done with them. Are they business professionals who require a highly refined tone, or a more laid-back group that encourages casual conversation and maybe the occasional GIF?
We recommend narrowing down your messaging by establishing a few keywords. Is your business energetic, friendly, creative, professional, traditional, etc.? After you’ve established a few descriptive words around your branding use these as a basis for the copy used throughout your marketing. These descriptive words will be the basic theme throughout your website, social media captions, marketing materials, blog posts, and more.
Cohesive Brand Elements
Your business deserves more than just a logo. In fact, a logo on its own doesn’t do much for brand recognition. Trust us when we say that your business NEEDS a full brand design that supports your logo. If you don’t already have a full brand that includes multiple variations of a logo, color palette, typography, brand guide, etc. yesterday was the day to get started. In 2021, a lone logo just doesn’t cut it.
Once you’ve established your brand messaging and voice, you’ll use it in conjunction with your overall brand elements. We could go on for days about why you need a well-established brand (especially if you’re in a highly saturated market like real estate, photography, retail, etc.). We’ll just leave a few articles for you to check out – “Should I Rebrand my Business?” and Branding Tips for Beginners.
Summary:
As a design agency built around giving brands life and designing marketing materials our clients are proud of, we believe branding is most effective when all of the pieces work together. Your brand should be built on a solid foundation and clearly communicate a message that you’re proud of. Now is the time to consider – “What is my branding and messaging saying about my business and my team?”
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