Your brand is a visual commitment to your clients and prospects. A well-tailored brand can inspire trust and increase leads with every single view. Because this specific part of marketing gives your company so many dimensions, it’s important to take the time and Ad Spend to create a one of a kind look that truly captures your company. From choosing colors that represent the tone of your customer service to picking a tagline and voice that represent the energy and products, a brand can speak volumes about your company. There are so many aspects of a thorough brand that with the right attention to detail can launch your company into recognition and an influx of more qualified leads.
So many times clients assume that a quick graphic is a logo. The reality is that a logo is a combination of strategic marketing and creativity. Not only do you need a main logo, with online marketing there needs to be several different forms of your logo that all coincide and create a recognizable visual brand deck. Your logo should make you feel great about your company. The following are a few examples of how a brand conscious logo can demonstrate the tone of your company in one image.
This is an essential part of creating a brand deck for your company. The perfect brand uses 3-5 colors that capture the energy level, tone, and quality of your company. For example, if you are offering a product for people who like to run, you would use bright colors to demonstrate high energy. On the other side, if you were representing a medical office or company you would choose colors that inspire trust like dark blues. The colors of your company should be represented in your site, social media, and any other ad campaigns you run. Sticking to a brand deck will help your customers quickly attribute one color to your company.
Choose a font family or font group and stick to it. Your logo will likely use one of these fonts to spell out your company name. Using a consistent font deck will ensure that any content or copy posted by your company is not only consistent but also always looks clean and is true to your tone. For more traditional companies we recommend serif fonts while more modern or sleek companies use a sans serif. Just these little changes in fonts will make everything about your brand reliable and true to your name and service. Choose one font for each type of copy like headings, body text, and links.
Header: Trajan Pro 3
Body: Calibri Regular
Links: Helvetica Neu
To begin creating one unified voice for your company start with a slogan and a few taglines. A great example of a consistent voice is Coke. Their taglines include: live positively, enjoy, freestyle, Ahhh, and open happiness. Each of these phrases captures a tone of freedom, creativity, and joy. Any commercial, email, social media posts and more will be written in this tone with these types of words. They want to communicate that when you choose their product, you’re choosing happiness. When it comes to your company’s voice try defining your values, write a list of products, and spend some time with a creative copy writer talking about your company. An expert should be able to capture what makes your company special in just a few words that can be honed for any future copy. A voice creates consistency and facilitates a relationship with your clients.
Once you have defined all of the above for your company, spread it over all your marketing platforms and all other points of customer contact. Your employees should believe in your company brand and demonstrate it in all communication. Brand is so much more than just a logo but a way of speaking as a company. Your brand is your company identity. From your Facebook header to blog posts and email signatures, your consistent brand is an important aspect of your company.