The word “Brand” is thrown around a lot in marketing circles. It’s your identity in all its different forms. What does it look like? What does it stand for? How is it represented visually? Does every contact an outsider has with one of your employees support your brand representation?
There is a lot that goes into creating and implementing a brand identity. When creating a brand, here are some simple guidelines to establish that cover the key assets of your brand.
This will vary from business to business, but some basics include:
• Your brand name (including any variations of it)
• Your brand or value proposition
• Your brandmark – including color and examples of correct and incorrect usage
• Choice of fonts to be used
• Color palettes and relevant uses
• Use of illustration, photos or imagery
• Tagline, including when and how to use it
• Tone of voice which includes the personality of your brand and key phrases to be used
Many companies work with an outside creative agency to assist them in establishing their brand identity. Whether you have the internal resources or use outside consultants to create and evolve your brand identity, it’s important that these guidelines are established as part of that process.
Guidelines are especially critical in establishing a compelling online image. We also recommend that you re-evaluate your brand guidelines every few years. Your market and online competition are always evolving and you must remain relevant in your market to continue to grow your business.
Remember, it only takes seconds to compare your brand to another competitor’s brand online. That first impression is critical to whether you gain enough interest from your prospects so they spend more time on your website instead of going to your competitors.