Branding 101: Staying Up Front

In the simplest terms, your brand identity is how your audience perceives you. A general rule of thumb is to view your brand as a person and make it someone your audience wants to be friends with. In this post we’re going to focus on visual branding.

Visual branding conveys your organization through photos, text, color and the general mood of design. It is a collective of all the things your audience will see when they look at you. If you invest the time to work on them, it will pave the way to a strong, lasting presence within your industry.

Before you can do anything with your brand, you need to know whom you are trying to reach. If you do not know whom you are speaking to, it is impossible to know what to say. Take the time to identify your target audience. Do in-depth research and pay particular attention to what is happening within your market. Once you find your niche, zero in on it.

After identifying your audience, look inward. What are you bringing to the table? Why does your audience need your product? This is where you focus on your mission, vision, and values. This is an opportunity to tell your story and start your newfound audience on their customer journey with your company.

With those two steps down, construct the way you’ll promote your brand to the world. How will you present your personality? It’s challenging to convey your brand through various digital media channels, but you can hit the nail on the head through creative and clever uses of text, visual references, and tone. For example, if you are positioning yourself as an upbeat company, you are going to be more inclined to use bright tones and fun images to portray your brand’s personality.

Lastly, it is important to be consistent. Creating your brand and your strategy is the hardest part. Once you’ve done that, make sure you share the same message across all communication channels. The aim should be for all employees in direct contact with your audience to be deeply knowledgeable about your organization’s brand, services, and products. Consistency in visual branding and messaging is the key to keeping your organization front of mind for consumers and at the front of the market.