Whether you realize it or not, your branding says something about you. It’s the first non-verbal communication your audience gets that makes an impression on them. Chances are if you’re not thinking about your brand message, you have been giving off the wrong impression to your customers. Let’s talk about the steps you need to take to get your brand in shape and make sure it’s sending the right message to your customers.
What is a Brand Message?
Your brand message is the message communicated to your target audience through your products and your verbal and non-verbal communication messages. It describes what you do and how you’re different from others, and what your audience can expect. When your audience sees your colors, logo, and name what does it say?
8 Steps to a Great Brand
- Start with a name. The first part of your brand is your name. Your name doesn’t need to describe exactly what you do, but it should be relevant and easy to remember. If your chosen name doesn’t tell exactly what you do, a tagline can be added to your logo to make sure that the message is received.
- Choose your colors. Color can affect a person’s mood and purchasing decisions. It can also affect their perceptions of brands & increasing brand recognition for up to 80%. Choose colors that are associated with your product or service message when developing your brand. For example, if you use environmentally-friendly products, including green in your branding would be a wise choice since many people associate the color with the environment.
- Do as you say. Your business has values that guide it. These values are a part of your brand. Your customer service, communication with customers, and other actions should reflect the values associated with your business. As the saying goes, people may forget what you said, but they won’t forget the way you made them feel.
Create images. The most important image you will create is your logo, which should reflect your brand’s colors and chosen font. But your logo isn’t the only image that will represent your brand. Along with your logo, visual content included on your website, social media outlets, and other marketing materials make up your branding. The images you choose should accurately represent your business.
- Find your type. The type of font you use is part of your branding. From your logo to your website, this font will appear on all of your written materials, making a statement about your brand. Make sure you choose a legible font that matches the tone of your brand. For example, sans serif fonts are considered modern, while fonts with serifs are more formal.
- Watch your tone. As you create content, remember that how you say something matters just as much as what you say. Be mindful of your voice and tone by using language in a way that is understandable, yet personable. Your voice and tone establish your brand’s personality in written product copy, emails, and customer responses. Make sure your content that speaks to your audience.
- Be consistent. Brand consistency is more than just using the same colors, logos, and images across your marketing materials. Although this is important to your brand’s image, the experience your customers have with your business matters just as much. Your personality and values should be reflected in every interaction your customer has with you whether it’s online or in person.
- Stay current. Design trends come and go. Make sure that your branding is keeping up with the times by rebranding when it’s time. Go for fonts and colors that are timeless, rather than fashionable. This will keep your brand from looking dated. Refreshing your brand’s look will establish your relevance to your target audience.
Enjoy the process! Creating a brand for a new business or rebranding a current business can be an exciting time. You have the opportunity to create your business’ identity and present it to your target audience on your own terms. Take the time you need to get it right and you’ll set the tone for what to expect before you say a word.