Your brand identity is the image your company portrays to the world at large, to your customers or clients. When people look at your online presence, they should know what you do and that you bring value to the market. Your brand identity should be appealing to your target market and should be consistent in every printed piece you produce and across every online platform.
In addition to authenticity, consistency is key because it brings instant name recognition. If people see your logo and/or your brand colors online, they will recognize instantly when they see you in person or your other printed marketing materials. When people recognize your brand, they recognize you and that builds your know, like, and trust factor exponentially.
Let’s examine the five most important places to perfect your brand identity:
1. Your Website
Very often your business website is the first element a potential client will see. It’s were most people will make a 3-second decision whether or not to explore further than the home page. Needless to say, your identity should be clear and impactful so your potential clients will explore further and contact you.
Your use of brand colors, fonts, and your logo are vitally important and should clearly reflect your brand identity. If your message is sobering and you handle tough problems, using whimsical fonts and cutesy graphics doesn’t represent the serious issues your business handles. The opposite is also true; if your identity and mission are more light-hearted, using deep, dark colors and traditional fonts might turn people away after they make a quick judgment call. So be mindful of using those things that not only represent who you are and what you do.
2. Your Social Media Platforms
Not everyone in your target audience will use the same social media platform and those reasons vary widely. It’s best to post across multiple platforms to reach more of your audience until you can narrow it down . However, if your name, colors, and logo are different on all these platforms, when someone jumps from Facebook to Twitter, they may not think yours is the same company because the profiles look different. Or if they receive a an email that looks different than the social media profile, they may also be suspect. Remember, consistency and a branded message brings recognition and also helps to build trust between you and your clients.
3. All Business Communications
Letterhead, invoices, printed marketing pieces; these should all have the same colors, fonts, and logo as your website and your social media platforms. Just one more way to show your professionalism and attention to detail and your clients will certainly notice.
4. Your Email Marketing Campaigns
Contrary to popular belief, email marketing is still one of the best ways to keep in touch with clients. It keeps you and your company name in their memory. The key is to be relevant with your messages and offer valuable and engaging content. On top of these, create a template that incorporates your brand colors, fonts, and logo. Don’t miss a chance to build that trust between you and your audience.
5. Your Branded Image
While you’re getting your digital house in order, don’t forget your personal branded image. It’s often the most overlooked aspect of building a brand. Sure your colors, fonts, and logo are in order, you’re consistent across social media platforms, email and other marketing materials, but then you show up and it all falls apart. Is your business creative, health focused, innovative, practical, classic, high-end, or some combination? Be sure your wardrobe and how you show up is supporting your brand and the message you want to communicate.
This is my area of expertise. If you’re lacking cohesion and consistency in your brand in the digital space then we need to talk. If you’re branded image is not strategically aligned to support you, reinforce your confidence, attract your best clients, help get your noticed for that promotion, or command any room you walk in, then let me share the benefit of my expertise on how to get it right for you.
Live, laugh, and confidently shine!