People are loyal to brands, not products or services.
Did you know that there's more than ten subsets of Apple fans? From fanatics to creatives, even the haters. The world doesn't contain iPhone enthusiasts or MacBook users. It's full of people with strong feelings about Apple. A brand like Apple can outlive its creator or even transcend generations. They are worth far more than the sum of sales or assets. The brand, on its own, carries tangible value.
Consider the dollar. Would you believe me if I said it's a brand? What makes it more than a piece of paper? What gives it value? Is it the color of money? The smell? The Federal Reserve that owns it? The instructions written on it? How about the fact that George Washington is on the front? The truth is, the world believes in it and branding has made it valuable.
When you think about how the world views your company, you are thinking about your brand. It's the art of aligning what you want people to think about your company with what they actually do.
Here's three basic branding aspects that you should develop:
Your logo conveys what your company's identity is and what it means for consumers. A unique logo makes your company stand out from your competitors with no possibility of brand confusion. Great logos are adaptable, meaning they work well on all mediums from web to embroidery. The best are timeless and speak to the hearts of your audience.
The colors that you choose for your logo are usually the primary colors of your brand. To add more visual possibilities to your marketing, you need to create a color palette. It's made up of your primary colors and added complimentary colors. Together they form a cohesive feel that consistently communicates your brand visually.
The voice of your brand is the written equivalent of your color palette. You can think of it as your company's personality expressed in writing. It should exist in harmony with your choice of color palette and logo design. Using a consistent voice in online and in print ensures you properly resonate with your audience.
Be consistent with your branding. If you take nothing else away from this article, take that. Being consistent will help you when collaborating with other marketing professionals. You'll also have a good method to benchmark your team's efforts. Remember, with established guidelines consistency becomes easier.
Interested in finding out how Point Velocity can help you in your branding journey? Give us a call at 405-456-9393.