I was a featured guest blogger this week on Write Current. Write Current is a B2B and B2C content writing and content marketing company. Jennifer has a fantastic talent for being able to write about virtually any topic and produce content that converts! This post was featured on Write Current’s blog May 3, 2017.
As a small business, your brand is what sets you apart from everyone else. Unlike the big guys, you can’t afford to be unoriginal. You need to ensure you allocate a good size budget to building your brand upfront; this will save you thousands down the line. Not only does your brand need to be unique but it must be memorable. It needs to be easily interpreted and have a tag line that is catchy or easy to remember.
DESIGN + PURPOSE = THE CORNERSTONES OF YOUR BRAND DEVELOPMENT
- GOOD DESIGN: The foundation of any good brand is a good design.Good design will help you to convert clients and customers easier. If you are a small brand, you need to ensure that your packaging stands out amongst the name brands and gets noticed. It needs to tell your story and represent what your company stands for.Is your company funky and trendy? If so, a conservative and very linear brand would not be doing your business any justice, right? Right.
- HOW WILL YOU BE USING YOUR BRANDING? Branding is so much more than just a logo. Branding provides the viewer with a story about who and what you are, what you stand for, it is the beginning of the customer experience.
4 QUESTIONS TO ASK YOURSELF WHEN IDENTIFYING YOUR BRAND DESIGN NEEDS:
- What mediums are you going to use to advertise yourself?
- What is your budget?
- Will you need your branding that translates easily to billboard?
- Will your branding be used only for web and print?
To have a congruent brand that is consistent, it is critical that it extend beyond just a logo.
TWO COMMON FACTORS THAT CAN LEAD TO BRAND INCONSISTENCIES:
- COLOURS: Branding includes colours that set and convey the mood and emotion of your business.When selecting colours to represent your brand, it is important to consider the emotions that each colour holds. For example, red is not a colour that conveys trust; it is the colour of excitement, anger, and typically is used for branding such as Coke, Target, Cannon.If you are in a profession that relies upon building trust like a lawyer or a dentist you’re not going to select red as the primary colour of your website as this will send the wrong message to your clients. You want to select a colour scheme that supports the emotions you wish to invoke in your clients.
- TYPOGRAPHY: Typography is a very important and often overlooked feature of a brand package.The wrong font can quickly convey the wrong message and cause you to lose conversions. Think of it like this, you’re looking for a lawyer, and you visit a website, and this is the font you saw…
When you are a small business owner, your website acts as your brand’s first impression. You need to impress; you need to hire the right people to do the job. One that will listen to your business’ voice and help you take your message to the world.
I help all types of small businesses develop cohesive branding.
Ready to breathe life into your brand?