I talk a lot about branding. I am a web designer and brand strategist, after all! But why is brand consistency so important? How do you achieve it? Here are some tips.
You want to be recognizable in your business! You want people to remember you, refer you to others, and come back to do business with you over and over. One of the best way to do this (apart from your customer service) is by being consistent in your branding. This is important because when your customers or clients are scrolling through their news feeds, they will easily recognize you, especially if your visual branding is on point. When they recognize your brand they are more likely to stop and read what you have to say. You want them to stop on your page and get to know you, so you can begin to build a relationship with them.
Branding your business successfully will not only cause your customers to recognize you and your brand, but it will help them to remember you as well. When they remember you, they are more likely to buy from you or refer you to others. And repeat buyers are huge for your business, so stand out and be remembered!
Branding is not just about the visuals, although that’s what most people thinking of when they hear the word branding. Visuals are important, but first you need to know and have a consistent brand message. If you haven’t already done so, take some time to sit down and write down your brand’s mission, vision, goals, values, etc. These are all going to play a part in your brand message. Make sure you know your “why” and what your business stands for. What do you hope to accomplish with your business? How can you serve your customers/clients? What problems do you solve? You can even think about your personality and how that is incorporated in your brand. Is it fun, light-hearted, humorous? Is it serious and professional? Make sure whatever it is, it is authentic! Authenticity is huge, because that is how you will connect with people!
Know your niche
A lot of people talk about knowing your niche, your target market, and “ideal” client, and there’s a reason why! It is important! If you try to market your business to everyone, you will end up appearing watered down and appealing to no one. Know exactly who you are targeting, then “talk” to them in your posts and emails. Be specific when you are coming up with your ideal client. Is she single? Married? A mom? Younger? Older? Working? What kind of problems does she have that you can solve? Write down the answer to all of these questions and more, and figure out exactly who you are going to be creating content for and marketing to. This does not mean that only those people will buy from you, but you will have greater value on your page and in your content if you know your niche.
This is where the visuals come in. They are an important part of your brand and are typically what people see first. If you don’t yet have a logo, find a professional to help you with one if you don’t have the skills to create it yourself. Investing in a logo and brand elements is a good thing for your business. You will also need to have consistent colors (think three to five), patterns, brand elements, and fonts. Be sure you think of your target market and your brand message when you are coming up with these. If you realize your brand is going to have a very professional image, you probably don’t want lots of bright, neon colors!
Now that you have figured out your brand visuals, you are going to want to create some branded graphics! Make sure you stick to your brand visuals for every graphic you make! If you want to create your own and not pay to have someone else do it for you, Canva.com is a fantastic and easy-to-use site to create graphics! There are others, such as PicMonkey, and lots of phone apps you can use as well, but Canva is my go-to site for most all of my graphics. You can use the free version, or you can upgrade to the paid version to save your brand colors and fonts (my recommendation). You will want to make sure your graphics have a consistent look, style, and feel to them so that when people see them, they start to immediately recognize them as yours.
These are just a few tips for achieving brand consistency. Which of these ideas have you already implemented? Which are you going to work on? Tell me in the comments!