Your brand identity is how you want other people to see your company. It’s what you want your customers/clients to associate with your business. When people look at your online presence, they should know what you do and that you bring value to the market. Your brand needs to be recognizable and memorable. You should also maintain a cohesive marketing message across all your platforms, no matter what type of marketing you’re looking to do.
Consistency is important because it brings name recognition. If people see your logo and/or your brand colors online, they will recognize your snail mail brochure when it arrives, and vice versa. When people recognize your identity, your name is always brought to mind, which is helpful when they receive your email or see your social media posts.
Let’s explore the most important places to cultivate brand awareness:
The look of your website can have a big effect on whether clients are interested in finding out more about your company. If you want people to find your business, it’s important that you have a nice-looking site. Very often your company website is the first element a potential client will see. It can have a big effect on whether clients are interested in finding out more about your company. Most people will make a 10-second decision whether or not to explore further than the home page. Needless to say, your identity should be strongly represented on that home page so your potential clients will explore further or contact you.
On your website, brand colors, fonts, and your logo are vitally important and should reflect your brand identity. If your message is sobering and you handle tough problems, using whimsical fonts and cutesy graphics doesn’t meld with the serious issues your company handles. The opposite is also true; if your identity and mission are more light-hearted, using deep, dark colors and traditional fonts might turn people away after they make a quick judgment call.
Though I definitely don’t recommend trying to be on al the platforms, I do believe it’s important to post on multiple platforms to reach everyone in your target audience. There are many reasons people use different social media sites, so you need to be mindful of that, or else you risk alienating some of your potential customers. If your name, colors, and logo are different on all these platforms, when someone jumps from Facebook to Twitter, they may not think yours is the same company because the profiles look different. If they receive a letter, card or package that doesn’t look like an online profile, they might not respond.
Consistency brings recognition and also helps to build trust between you and your clients.
Letterhead, invoices, printed marketing pieces; these should all have the same colors, fonts, and logo as your website and your social media platforms. This is just one more way to show your professionalism and attention to detail. Your clients will certainly notice!
Contrary to popular belief, email marketing is still one of the best ways to keep in touch with clients and to keep your company name in their memory. The key is to be relevant with your messages and offer valuable and engaging content. On top of this, I recommend that you create a template that incorporates your brand colors, fonts, and logo so you can again be consistent.
Don’t miss a chance to build that trust between you and your audience.
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Hi, I'm Rendesia
I support and provide tools for multi-passionate changemakers to build awesome brands, make meaningful connections, and grow in a sustainable way on their own terms.