Does your brand have all it’s essential pieces? Can it stand on its own and make a solid impact in the marketplace? Having a brand that can proudly represent your business with a clear message that attracts and creates interest with your target market is essential in growing your business.
When I talk to my clients about branding packages and all the things I believe should be included, I like to talk about how they all work together to create that consistent brand that will help your clients relate to your business.
Your brand is made up of so much more than just your logo! It encompasses the feel, the voice and the visual impact of your business. Think of it as the personality of your business, and the separate elements, when used in harmony together, are what make that personality a tangible thing.
So what does a business owner need to have a consistent brand? What should they make sure is included, and what is the priority?
A logo is always an essential part of your brand. It is the quick visual representation of your business and hopefully develops instant recognition with your clients. When having a logo designed you want to be very focused on designing something that has the potential to evolve as your business does. Staying away from “Trendy” design ideas can really help increase the longevity of your brand, while still drawing attention and creating awareness with your target market.
Another important factor in logo development, is ensuring that your logo has a number of appropriate layouts for a variety of uses. When you think about all the places you will use your logo, is there a specific use that requires something different? Should you have a longer horizontal one for letterhead, or a single colour watermark for photos? Knowing how you plan to use your logo helps you think of ideas, and helps your designer create an effective logo that is both attractive and functional.
FONTS & COLOURS
Fonts and colours are 2 things that go a really long way as far as brand recognition goes. They work hand in hand to further display the impact that your logo has on your marketing. There is also a lot of science behind colours and fonts, and when used correctly, they can make a complete world of difference for your business. Going in, you always want to think of a Main Header Font, a Subheader Font, and a Body Font, making sure that they work beautifully together while telling your business’ story.
When choosing your colours, you want to make sure that you know the PANTONE for your colour as well as the CMYK (for print) values, RGB (for digital) values and Hex (for web) code. This will help keep consistency through your marketing by making sure your colours are accurately represented no matter the platform, thus increasing the chance of brand recognition.
How you speak about your business, whether online or in person, also plays into your brand. Having an authentic voice for your brand builds trust and familiarity with your clients. As they read your posts, your blogs, view your website and visit you in person, you want them to feel as though they have been interacting with the same person the entire time. That furthers your connection between business and client, building trust and ultimately leading to referrals and repeat customers.
All these pieces of your business collaborate together to create a beautiful brand that has impact and can strongly represent your business to your target market. If you are looking to grow your business with beautiful consistency in your branding, feel free to set up a consultation and we will evaluate all the ways we can improve your marketing!