How To Brand Beyond The Logo
I see it happen all the time. A business owner begins with a nice looking logo and assumes that's all they really need to make an impression. But then a few months later everything feels scattered and inconsistent. The wrong type of customers might be walking in the door or just ending up confused. As the business grows, it feels as if something is missing. The right kind of feeling and message isn't quite getting across to the customer.
If you want to be memorable, you've got to think beyond just pretty.
The heart and vision for the business needs to come first. Who exactly do you want to attract? And why did you begin in the first place?
Not sure where to start? Here are a few ways to brand yourself beyond that fancy logo...
Repetition In Your Imagery
So you love your logo, but you aren't sure how to carry it over to anything else. You might have to do a little research on the design. Is the font in your logo from any certain decade or era? Maybe you could add some details from that time period to your imagery with colors, filters, patterns or style. Are there curves or angles in your logo that stand out? Repeat some of those shapes and lines in the rest of your design. Repeated elements can easily create a consistent looking brand.
Amplify Your Voice
If you've never heard the term 'voice,' basically it means your business personality. If you do business online, your voice is going to need to come across through your wording - on your website, in your blog and social media posts, email messaging, etc. Don't feel like you have to be a robot to be professional. Write how you would talk with your favorite customers and you'll attract more just like them.
Create An Experience With Themes
I love when businesses use their favorite things to make the brand more personal. One great example I saw recently was from photographers Zach & Jody Gray. Their love of coffee is evident throughout their brand imagery and colors, but they even go a step further and use it as a theme for their price list. This may have been used just as an example, but I loved how in this video they title their prices packages as Tall, Grande & Venti as if you're actually ordering from Starbucks. Using a theme can make everything come together nicely and seem well thought out.
Encourage Word-of-Mouth Marketing
The most powerful way to market your brand is through word of mouth. What do you want your brand to be known for? If you want your clients and followers to talk about you, give them a reason to want to share that lines up with your core values. Maybe it's throwing an event that reveals what you're all about as a business. Try following up with a gift and thank you that reminds your followers what working with you was like. You could also come up with a branded hashtag or community project that encourages others to join. Getting your customers involved and delightfully surprised helps your brand to stay fresh on their minds.
Note: If you're not sure what your brand is all about, the best place to start is what comes most naturally to you as the owner. The less you have to put on a "brand face" the better. Real, genuine and caring are usually the most memorable brand traits of all.
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