Building a brand doesn’t happen over night it takes time. It is important that wherever you have a presence, your imagery, strap lines, colour schemes and even fonts are consistent.
We’re talking about defining your own style guide. A tool to enable graphics designers and content producers to build a strong and consistent brand across all social media platforms. A brand’s profile on Facebook, Twitter, Pinterest, Instagram, your company blog and everywhere else its has a presence online should be unified and in line with the brand essence and style guide. Be consistent with graphics, colour, style and language, and even posting routine. Whatever the routine, keep it consistent so followers know what to expect.
Branding Cheat Sheet
Just to give you an insight into brand building, this will help you to get a feel for the task. It covers all the things I consider when working with small and medium-sized businesses.
Your brand defined
I’m aiming to establish a brand character that promotes the business. Something that helps costumers connect and differentiates this business from it’s competitors. That means becoming aware of the particular space in the market the business occupies and appreciating what is important for customers
It starts from an understanding that each business is individual defined by it’s beliefs, values and purposes. Together representing a unique character that informs all aspects of brand communications.
Taking the long view
The clarity of the definition of the brand provides a base on which to build. Whatever the particular piece of marketing, consistency is more easily achieved. Over time, while imaging, messaging and themes will change, customers hear a consistent tone of voice.
The intention is not to completely represent the brand in its entirety with every piece of marketing but through a series, the essence emerges.
Take inspiration but innovate
No business operates in a vacuum. We need to be aware of key competitors both big and small. It is important, however, to maintain individuality. Being prepared to pick up on current trends inside the space and outside in wider society. Customers have lives too.