“Your brand is what other people say about you when you’re not in the room”
-Jeff Bezos
In an age of saturated, multi-channel social media markets, anyone can lose sight of the message that their brand sends. Make sure that you’re communicating with your ideal clients using these simple tips:
Whether you are just opening your doors or celebrating a century of business, your company is a living, evolving thing. Associations that clients and partners create with your brand are always changing. We began our business in print binding and look where we are now! Sales kits and swatching are often sold to a different clients than print binding, meaning that our brand had to flow with the changes in our clientele.
Take a look at your marketing plan and consider who your ideal clients are, and what pain points they deal with: are they seeking a modern perspective, a strong foundation, or a fast turn around time? What does your brand excel in, and how can you best highlight that?
A brand’s voice needs to be identified quickly and fully. Distilling three words or phrases that effectively convey the tone of a brand allow you to embody your brand with ease. By utilizing a similar technique, you can understand how you are being perceived by your customers and partners.
However, individual perspective is varied and language is incredibly personal.
Maybe “modern” conveys “exciting” and “cutting-edge” to your team, but it could very well read as “cold” or “unfeeling” to someone else. If your team is married to modernity, think about making “customer-focused” or “fun” another word that shines through in your brand. Consider as many possible connotations as you can when refreshing your brand.
Once you are satisfied with your review, make sure that you are consistently embodying these qualities across all platforms. This is especially important if you have multiple people creating collateral or posting on your social media channels. All voices should be harmonious with your brand.
The visual market is incredibly competitive; clear, branded imagery is needed to stand out. Rome wasn’t built in a day, and neither was your company. Do not be afraid to start small; a change in fonts or color schemes can evoke entirely different responses from a post or email.
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The photo on the left, though functional, is careless with it’s color scheme and fonts. By de-saturating the image and adding complimentary, clean fonts, the subject of the photo is highlighted. This dedication to detail emphasizes your brand’s ability to communicate clearly and effectively in everything that you do.
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