Your brand’s positioning defines who you are, what your audience thinks and feels about your products and services, and whether they can really trust you. Being consistent with your brand identity means first having nailed the development of your positioning and messaging.
Be it your blog posts, website, or social media, all of your marketing efforts need to be aligned with your brand identity.
Key components of your brand messaging.
This is your positioning statement. Just as Nike says Just Do It, your brand needs to have a cleverly crafted tagline that will differentiate you and support your values.
It needs to be:
- Trigger emotion
Tone of Voice
Have a clearly defined tone that you want to represent your brand. Are you more professional, more fun, and playful? Take a look at who your audience is, who you are speaking to, and what tone they would be drawn to. Get creative!
How would you describe your brand in 30-90 seconds? About the amount of time, it takes to go up 10 floors in an elevator. It needs to make complete sense to someone that knows absolutely nothing about your brand. It needs to be concise and memorable so once they get on with their day, they want to go and find out more. Key elements of brand identity.
Your company’s logo plays a primary role in all your marketing efforts and sales, and ultimately is the face of your brand. It needs to reflect your brand and positively trigger your audience. Keep it simple and unique.
A brand’s color palette not only looks good, but it also ties your brand together. Start by choosing a primary brand color and then secondary complementary colours. This will be the colour palette that you will use throughout ALL of your materials
Imagery and Icons
All images and icons used need to be consistent on all of your marketing materials, including website and social media posts. Images need to reflect your brand and its mission and always need to be consistent – if you are going with illustrations, then stick with that throughout. If you have a law firm, for example, you won’t be using images of graffiti – keep in line with your identity and your target audience.
Once you hash out your brand messaging and visuals you are ready to show the world what you’re made of. But, it is important to have a solid strategy in place to always be able to refer back to it and remain consistent and clear as to who you are, what you offer, and where you stand in the market. Don’t just create an identity on a whim!
Hit up Awove if you want to create a kick-ass brand strategy and take the home run over your competitors.