Branding plays a role in every aspect of your inbound marketing tactics.
You can answer many questions through your branding- who you are, what you can provide, where you are, how you are unique…
All of your inbound marketing efforts, including the design of your website, imagery shared on social media, even the writing style of your blog and marketing emails, are part of your brand and can impact how people absorb your content.
Utilize branding to communicate the most important parts of your business to your target audience. By creating a strong, recognizable brand you will better represent your unique company in all of your marketing material.
The visual elements of your brand are often the most recognizable, so developing a specific visual identity will boost the impact of your branding.
Starting with a color palette is one of the easier ways to begin building your brand.
First, choose a color you think would be representative of your brand. Something as simple as a single color can change the way people think and feel about your company, meaning it is important to look into the psychology of color before settling on a main hue.
Once you have a color that you believe represents your brand, find a few complementary and contrasting hues. Having a combination of colors that match your central color combined with a few that stand out will give you more freedom to expand your branding.
Researching other brands can inspire your color choices. Apple, for example, prioritizes a very minimalistic gray-scale with pops of saturated, contrasting colors. Having a consistent and bold color scheme will help customers immediately recognize your brand and remember what you have to offer.
Like color palettes, choosing a limited font palette is another important step.
Starting with a central font and adding complements will help you build a consistent brand. Again like colors, font faces have an impact on how your people view and understand your brand.
For example, serif fonts are often seen as timeless, conservative, or upscale, whereas sans-serif fonts can be considered modern, casual, or professional. Most brands will choose a combination of both which can be used in many ways for both print and digital material.
Even something as simple as choosing a single font with various weight/style options can create enough diversity to build a dynamic brand.
Check out Canva’s helpful guide for pairing fonts here.
Logos and Imagery
A logo is the most iconic visual aspect of any brand. Creating an iconic logo is half the work of branding.
Whether you start with making a logo, save it for last, or make one somewhere in between, you want it to tie in all the other aspects of your brand.
Here your color palette is combined with your font choices and other imagery, rolled together to create a graphic that represents your company as a whole.
To start making a logo, first decide what message you are trying to communicate to your customers. Every decision, from color schemes to logo shapes, impacts how your audience reads the logo and therefore reads your brand. Review the psychology behind logos before committing to anything.
Other imagery should follow the same logic. You want all imagery associated with your brand to emphasize the message you want to communicate to your viewer.
Taking your own photos gives you the freedom to create unique imagery tailored for your brand, but using stock photos can also build your brand while saving you time. The choice comes down to what your business needs from your branding and how your marketing strategy can benefit from these choices.
Although most of your branding choices will be about visuals, there are many unseen aspects of branding that can affect how impactful your brand is.
Regardless of your design choices, one thing all branding identities need is consistency.
This is where choosing specific palettes can come in extra handy. By choosing a limited number of colors and fonts, you better unify your brand
Consistency goes beyond visuals, as well; your voice in all your publications should be the same to create a harmonious tone that is uniform across platforms.
Branding is most effective when it is consistent because the whole point of branding is to create a unified image of who you are and what you bring to your industry.
One way to check consistency is by reviewing your material from afar all at once. Putting all your media together as a collection can show you what parts stick out and what works together.
Templates can help keep you consistent. Having custom-made templates for things like blog posts and email newsletters ensures that each publication is coherent with the last. This repetition is what will enforce your unique brand identity and allow customers to identify you by your brand.
If you are trying to create a brand that accurately reflects your business, you need to keep the core values and goals of your company in mind.
Although much of branding revolves around how things look, you are communicating more than just visuals.
The fonts, colors, logo, and imagery should all speak to what your company is trying to achieve. Branding is most effective when it is authentic, so incorporating into your brand what makes you stand out from the competition will help to better represent the voice of your company.
Although consistency is important, you need to remember that your company will change over time. You might love the way your brand looks now, but that could change in the future.
Really, no matter how much you love your logo or color palette right now, design trends and standards will change as will your goals and strategies.
Experimenting with new designs can bring attention to new launches or special promotions, but it can also prevent your brand from becoming stagnant. You want consistency, but you don’t want boring and neither do your customers.
Ultimately, you want your brand to tell your customers who you are and why you are different from others in your industry. If used correctly, branding can unify all of your content across platforms to create a uniform representation of your business.
Thanks for reading,