It takes only three to five seconds to form a first impression. If your business doesn’t capture attention at first glance, not only are you missing out on brand recognition but on sales too.
If you haven’t felt your brand is quite at the level you envisioned, use the new year to step it up. From messaging strategy to visual content creation, here are five ways to make sure you’re delivering consistent, on-brand content.
Build your brand message around your "why?"
People want to feel like their purchase matters. When they connect with a brand, they tend to connect more to a particular attribute or promise that made them feel good. Focus your brand communication around the "why".
Maintain brand consistency
Having a consistent aesthetic to your brand is essential to build recognition. Both your brand voice and visuals need to align. If your copy has a spunky, opinionated tone and your visuals have a soft vintage feel, you might be missing the mark. This process may be daunting, but it’s well worth it to leverage your brand growth. Brand consistency needs to be universal through your website, social media, advertising — every avenue your brand uses. The most important elements that help you communicate consistency are:
a) How many fonts you use: Keep your fonts to no more than three. Having too many will take away from your message. Make sure that what you use is legible, especially in smaller dimensions. You may choose to add more fonts to your collateral but only implement it for specific campaigns that require a slightly different aesthetic.
b) Your brand colors: Color is often a misunderstood brand tool that many dismiss. Color is actually quite powerful and helps captures people’s attention. Too many colors not only harm your brand recognition, but they can actually repel your audience. There is purchase power in color.
c) Your brand voice: The tone in which you communicate – both verbally and written – needs to translate into each medium.
d) Create branded templates: Develop templates that will save you time and establish consistency. Creating templates for every social media outlet with its intuitive resize function really helps
Get creative with your content
Sharing your brand story can be tricky. But if you start to leverage your visual content in a way the builds curiosity, humor, or excitement, you could increase your exposure.
Review and adapt
Branding is a constant action, not just a one-time job. As your business grows, it’s important to evaluate what has worked and what needs to change. Part of this process is based on customer’s responses. You may discover that certain aspects of your brand connect with your audience more than others. Having a conversation with your audience can also help you see what is working and takes the guesswork out of the process. Once you gather that information, cycle through the process from steps 1 – 4 above and review again.
For more details on our products and services, please feel free to visit us at Social Media, Copywriting, Corporate branding, Design, Website design