“Branding” is a term you most probably have heard many times before. Just in case, we’re going to define it again: according to Oberlo, “branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications”.
The main purpose of showing a steady branding across all platforms where your brand is present, is to be recognized everywhere your business is at. What is the first thing that comes to mind when you see a yellow “M”? McDonald’s, right? You immediately associate it with red, with a smiley clown, and fast-food. That’s what we need to do here! Build a simple but attractive branding image that’ll catch people’s attention and be captured on their minds.
A few years back, every business used to portray their brand as something very elaborate, with notoriety: huge text blocks, bright colors, websites with many pages… Nowadays, it’s the complete opposite: the simpler, the better.
Coming up as unique in a world that’s so full of imitations is the key. Simplicity should be the principle for everything: design, communication, shared message, and on. Branding is not the exception: keep it simple!
How to make your brand come to life
Branding doesn’t have to be associated as something difficult to create. It can be built in an easy way, making something lighter and simpler.
We tend to wait until everything’s perfect to launch an idea. Don’t do that! Don’t wait until everything is set and done, just do it! It can be improved on the go. If you postpone that idea until it’s perfect, you most likely won’t get to launch it, and you’ll be wasting a lot of opportunity areas that can bloom. It’s better to have something of anything, than to have nothing.
To make this process even lighter, you can even enumerate these improvements! Version 1, Version 2, Version 3… Each being better than the last! Up to V50 if you want, keeping in mind that the sky is the limit and there’s always room to grow! This way, you can look back and see what you’ve accomplished and how far you’ve got. It will work as a motivation boost!
One that branding idea is out there, you can reinforce it by keeping a structure, developing a relatable and easy to remember image. Let’s improve your branding presence a little bit more by following these tips:
Define and share the message you want to portray:
Branding is all about sharing a core message that’ll resonate with your potential clients. Your business must give out a message that customers can relate to, that will give them a better understanding and perspective of your business’s mission and goals. This message will also help you connect with your prospects on another level, to build rapport between your business and what you have to offer them (services/products), and your clients. The concept you want to portray needs to come across all your branding image, and you can even use it as your slogan.
Choose a typography and keep it:
The typography is something that can also define your branding. It is just as important as your logo and content you share. It gives steadiness to your business image, a way to identify your business. That’s why we suggest choosing one font type that combines with your look and feel, and then keep using the same one that will give recognition to your brand. Like it’s explained on a Design Hill blog post, “typography is used to adjust the text within the design. This helps in creating content with a purpose and allows a design to look aesthetic and pleasing”.
Standardize your logo:
Your logo is the first thing everyone sees, how your business presents itself. The ideal thing to do is to always use the same shape (if you have different versions of it, like as a circle and others as a square, choose one), use the same colors, the same typography… If your logo keeps changing its form, colors and font style, it will cause confusion and the prospects will take your business as not reliable. On a Design Powers article, they share that “a well-designed logo builds trust by validating your professionalism and gets people to stick around. It communicates to people with no prior knowledge or experience with your business that you do great work”.
Repetition creates habits:
Your branding image needs to be stable and simple. This must share in a concise and easy way: who you are, what you do, and how the customers can do business with you. By maintaining and showing the same image across all the platforms you use, people can get to know your business and identify it in an easier way. Showcasing a solid branding identity is key, and according to Impact Plus, in order to achieve that you need to: choose a “voice”, be consistent, know your audience and buyer persona, humanize your brand, be original and stay active. These factors will make your brand more memorable and professional. If you already have it defined, just use it until it becomes and comes up as something natural.
Keeping it simple is the secret! It helps you engage with your clients, have a clear perception of what you bring to the table, and attracting their attention with an image that’s not too complex. Complexity is often related to something difficult, and I suppose you don’t want to portray that in your business, am I right?
If you want an example, let me share with you the FedEx story, in case you don’t know it. How it is told on Marketing Directo, this brand turned their approach into a simpler one, even making it a familiar one. They used to be called “Federal Express”, being just a one more courier company among many others. But then, they used a renaming strategy and became “FedEx”, changing their logo and all their branding image. Since all of this was very well received, they officially changed their business name, and nobody currently know them as Federal Express. FedEx sounds familiar, is shorter, almost a diminutive, which are typically used with something or someone you just “love”.
This change of focus provided familiarity, recognition and an easier way to be remembered. That’s it! The simplicity brings good things and gets your brand on the right track. So, don’t overthink too much! Let’s keep things simple from now on.
If all of this sounded good and made sense to you, then you can also take advantage of the Extra Tip I will give you:
Use an established email signature:
When contacting your clients through emails, it is recommended to have an email signature to let them know who you are, how they can reach out to you, working hours and website link. Other things can be included, like your appointment link (if you have one), social media accounts, and anything that can be useful for them. This signature needs to keep its structure, design and content, only to be changed in order to improve it, like adding relevant information to it. According to Ocreative, using an email signature is important to your branding because: “it establishes and reinforces who you are as a company, and by creating a cohesive email signature for each employee on your team, you create brand recognition in every person to whom your employees send emails”.
You are able to create your own email signature with Hubspot’s Email Signature Generator. This is an amazing online tool, easy to use and better yet: it’s for free! Click on the link below and build your tailored email signature, that will give your business a nice touch!
And if you’d like to get a better insight of how to build your branding, then you MUST read this even more detailed article: “Build your brand in 7 steps”. Make the most out of this content and keep improving your business image!