FINDING A LOOK-AND-FEEL
CONSISTENCY IS KEY
Advertising becomes ineffective if everything you do looks wildly different. You need consistent branding to be recognizable. By establishing fonts, colors and use of imagery, your audience is able to recognize your business sooner, remember it longer, and associate certain emotions with it. We can help you establish your own brand guidelines, or work within guidelines that have already been established. This is especially important when working with branches of large brands that may need items approved by corporate.
- Logo Design
- Design Guides
- Ad Campaigns
- Marketing Resources
- And everything else you put out there that your audience sees
LOGOS vs BRANDING
“So we know you do logos, so what’s branding? Aren’t they the same thing? I thought I was done once I had a logo.” Logos and branding are two different things. And no, you’re not done branding once your logo is done. A logo is only a very small part of your brand, but it’s the first and most important step. Here’s how it works using something everyone know . . . Nike.
A logo is the text, symbol or combination of the two that identifies your company. It’s simple, it’s memorable, and no, it doesn’t have to literally show what you do. This is your foundation.
The identity is all the visuals that make up your company. This includes the logo, your colors, fonts, graphic elements and everything that follows: letterhead, envelopes, business cards, ads, flyers, website, promotional products. Everything here should support your brand.
Brand is the personality of your business. It’s the perception of your audience. It’s the emotions and the feelings people have about your business. It’s the combination of everything you do and the image you have and what impression that has on your audience. It’s important.
“Are you sure I need to worry about branding? What’s the big deal?” By focusing on branding and realizing that everything you put out there works together to form how people think about you, there are massive benefits!
Recognition: Do you stand out?
Customer Loyalty: people know you better as a company
Consistency: You become more memorable
Brand Equity: everything you do in line with your brand works together and does more
Increase Credibility: If your ad looks like it was done by an amature, what does that say about your business?
Attracts Talent: people notice you
Shared Values: you can connect with customers on an emotional level
Confidence: when you know who you are and what your values are, you’re ready to tackle anything!
Where do we start?
Branding Strategy: a good brand isn’t one thing. It’s a bunch of things working together. This becomes very difficult to manage if you don’t have a plan. Figuring out who your are, who your audience is and what makes you different are good questions to ask. Then we can start solving, “how do we support all this.”
Reflect: Brands change with times. What was working 15 years ago might look tired now. Technology only speeds this up. If you’ve been consistent with your marketing, but your brand is screaming 1990s, it may be time for a rebrand.
Research: You can see what your competition is doing. Or you scroll Google images looking at branding of similar businesses. But the thing is, you don’t want to look like what’s on Google images or your competition, because they’re not you. You’re a unique business and your branding should reflect that. Copying what you’ve seen will only make you blend in or disappear amongst the competition. So, find out who you are.
Brand Identity: Do you have a logo? Tagline? Colors and fonts? Graphic elements? Communication style? Once this is developed, then the print materials, website, social media accounts have a common thread to follow.
Start Building: After goals have been set, target audience identified, and brand aesthetic decided on, it’s time to get to work! Keep consistent with your logo and identity style. Get a website, domain name, and email address that’s specific to your company (the internet is here to stay, so websites are a must). Set up your social media account(s) and USE them. Even if it’s just one, it’s a personal way to interact with customers. Keep in mind that everything you post, share or comment should reflect your brand.
ARE YOU READY FOR A MARKETING PLAN?
EXAMPLES OF BRANDS WE’VE WORKED WITH
“Your brand is what other people say about you when you’re not in the room”
– Jeff Bezos, Amazon Founder
Let’s Start Something new
We offer FREE initial consultations. We’d love to talk to you about your current marketing and work with you to help your business succeed!