This is by no means an easy task but ensuring your brand identity comes across in your marketing will make all the difference to your success.
Every brand has an identity, just like every person has their own unique personality. A brand identity is what makes your brand recognisable in a crowded market. That’s why it’s essential to make the most of your brand’s personality and show it off to your customers.
It doesn’t matter how big your business is, embracing your brand’s personality will make all the difference to gain attention for your business. And if you are a small business looking to expand, knowing how to echo your brand’s identity in all marketing efforts will help you to grow.
Check out our 4 techniques to ensure you establish, maintain and strengthen your marketing efforts to preserve your brand identity.
Establish your tone of voice.
We don’t blame you for assuming that it’s the aesthetics that matter most when it comes to establishing your brand identity. It’s actually the tone of voice that defines it… with the help of design, of course!
The way someone speaks is how we can identify them, and it’s no different for your brand. Every piece of copy, however long or short, represents you and your brand.
Creating a guideline for your voice and tone will ensure that you write like your brand at all times. Avoid an ambiguous definition and really home in on how you want all copy to be perceived and who exactly your target audience is.
Every brand requires brand guidelines to cover everything; from its values and mission as a brand, to the character of your brand.
Whenever you write something, just ask yourself – does it sound like your brand?
Create design guidelines.
Brand guidelines will not only cover the tone of voice of your brand but also its design requirements.
In every brand guideline visual identity will feature. They’re particularly useful for ensuring designers use the right styling. This is why in a brand guideline it will present logo iterations, brand colours, typography and image instructions.
Although you should never judge a book by its cover, people always do. Your brand’s visual identity will play a big part. Combine that with your brand’s tone of voice and you have yourself a brand character to embrace in all of your marketing efforts.
Be consistent across all platforms.
With a clear brand personality, it’s essential that you preserve this identity and use it in all of your marketing; both online and offline.
Consistency plays a huge part in ensuring that people become familiar with your brand and will be able to recognise it anywhere. This is why design consistency must be reinforced. If your designs are created effectively and parallel to the design standards, your visual identity will become distinguished.
By following the brand’s design guidelines, it means that all your designs, wherever they should be featured, will be similar. Equally, no one wants to experience boring designs that have been seen before, whether on your own branding or someone else’s. You can still change up your designs, so don’t be afraid to try something new. Just make sure that you respect your design guide.
Combine all efforts in your output.
As we just said, design and copy consistency are key, but you must consider all marketing outputs too when creating your marketing materials.
Let’s focus on digital for example; you’ll need to think about your website, social media and email outreach. Although contrasting platforms, there are various requirements that need to be adhered to across the board. Social media has image size requirements and maximum copy length, whilst your website is far more flexible in terms of what you can do with all your imagery and content.
You need to juggle between your brand’s guidelines, along with the requirements of the platform. Achieve this and you will expand your identity and increase your audience.
These 4 steps are essential in establishing a brand identity, along with preserving it too. Brand identity can make or break a customer’s perception of your business. This is why it’s essential that you carefully consider your brand and all visual and content marketing.
We’d like to thank Tom at TJ Creative for sharing his knowledge and expertise in this this post. TJ Creative are one of ehuhb’s resident digital marketing and content writing experts you can find out more about the dynamic team behind this vibrant company here.
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