29 Jul Branding Beyond the Logo
Having the right logo is super important in getting your brand seen and recognized by the masses. But did you know that there is so much more that goes into branding than just the logo? Having a great logo is a perfect starting point, but there is more that you should be doing to have solid branding skills.
Who Is Your Brand?
In today’s digital age, people want more than businesses to remain at the surface level. They want a connection to their brand, which means that they want to back story. Who is this brand? Why and how did this brand get its start? What does this brand value and what will this brand fight for?
Not only are you creating a brand, but you are creating a fleshed-out story for this brand. People want to get to know your brand because it builds trust and respect for your brand. If you can share the story of who your brand is, you will earn more trust from your audience and therefore you will earn more reoccurring customers.
What is Your Brand’s Voice?
With many brands taking space on social media, they need to develop a voice for their brand. For some brands, the voice can be the same as the owners. However, some brands can create their voice.
Voice can refer to the tone that you have in your social media posts and announcements. For example, a candy shop brand will have a brighter and happier tone while a brand such as Microsoft will stick to a more professional tone. The voice you choose further fleshes out who your brand is and how you interact with customers.
Along with tone, your brand’s voice can include catchphrases that your brand holds onto. “The snack that smiles back,” is Goldfish’s voice whereas “Jake from State Farm,” is tied to its brand. Catchphrases and tone can be as important to customers as a cool mascot.
Catering to Your Audience
Sure, some brands have an audience that includes everyone. But most brands have a narrower mindset when it comes to who their audience is. When you have an audience, you need to be able to cater to them and work them into your branding.
Kid’s brands are known to be bright, colorful, and fun. Sports brands have more fast-paced marketing and will seem more competitive to be attractive to sports fans or those who are athletic.
Knowing your audience and then making content that serves them fleshes out your brand and makes the brand more attractive to your customers.
Use Your Colors
This has been touched on, but using your colors is so important. A color palate is just important to a brand’s image as a logo. When we think of different brands, not only do we think of their logo but we also think of the colors that they are associated with. Red and yellow remind us of McDonald’s and red and white remind us of Wendy’s or Arby’s.
Colors build your image just as much as everything we’ve said early does.