What’s Your Brand?
Your brand is what helps you stand out from the crowd and is what your customers think of when they think of you. You may think that your brand is just your logo, colors, and other design elements. The truth is, it is so much more than that.
While visual elements can help in creating emotions, community, consistency, and identity, you are the one who makes your brand what it is to your customer base. You want your brand to create an emotional response in those who interact with it. You also want to embody your values, mission, and other attributes through your branding.
Here are four important things to keep in mind when thinking about your brand:
What emotion your brand sells is an important question to consider. For example, if you are a photographer, your business is centered around emotional moments in peoples’ lives like weddings or graduations. On the other hand, if you own a bar, you may sell a more festive feeling with your location’s atmosphere.
Branding elements make a difference as colors and language affect human emotions. For example, red is the color of passion. Whereas blue is the color of calmness. Regardless of what emotion you’re trying to convey, make sure your branding reflects it.
2. Being Consistent
Our world is constantly changing. While it’s okay for your brand to evolve, you need to ensure it maintains consistency across all of your marketing platforms. This way, your customers know what to expect whenever they visit your website, social media, or location.
This consistency also happens inside of your brick-and-mortar location as well. Decorating your store, office, or other location to reflect your brand will reach your customers and employees alike. It doesn’t have to be a complete makeover as a fresh coat of paint can do wonders.
Also, consistency means not making changes for the sake of change. If a new marketing technique works for your brand, by all means, pursue it. If it doesn’t, then, keep doing what you’re doing as long as it’s working for you.
Humans naturally seek community with one another. One way we do this is through gathering at local businesses or sharing information on where our neighbors can have their needs met. This is why community is something that you should consider in your branding.
Perhaps your coffee shop is a favorite hangout for locals. You may not have intended to do so, but your brand has created a community. Whenever someone sees a cup of coffee with your logo on it, they know the person drinking it frequents your shop and is part of the community you’ve created.
You can also build your brand by giving back to your own community. Donations to local charities or volunteering builds community spirit among your staff and those who your efforts benefit. These types of events also make for great social media content that can reach your potential customers and show them how socially responsible your brand is.
Building a positive culture among your employees by engaging them in decision-making and encouraging them to socialize contributes to your brand and its community. This can, in turn, extend your culture to include your customers through customer service practices that reflect your brand’s culture and values.
You want people to know that you live by the values and beliefs that are reflected in other aspects of your branding. It builds a more positive image of you in their minds. Treating both customers and employees well is the best way to do that.
As you can see, your brand is so much more than meets the eye. If you need help with building your brand or updating existing branding, please contact us for a free consultation. We’d be happy to help your brand be the best it can be.