So, you’ve established your brand identity and spent time thinking through what your brand represents, but now what? Getting the brand elements together to start showcasing your company to the world is your next task. It is important to keep in mind that you want to have your brand accurately represented in all you do and now is the time to start executing your brand strategy. According to the brand specialists at the Snowball Creative Group, here are the top five brand elements you need to get started.
Logo - With your company’s value proposition and target customer in mind, you can go to work to begin crafting a logo. Since this will be one of the most important visuals you’ll have created, it is important to think through everything. Consider the colors, the size, font, and images you use to ensure that they will all resonate with your customers and accurately convey your brand.
Website - In today’s digital economy, having a professional and user-friendly website is top priority. So, if you designed your website before you established the key parts of your brand, then it is time to go back and revisit it. You want to be sure that your website enhances your brand and is aligned to what you want your brand to represent, including colors, wording, graphics, etc. Also, keep in mind, that if you rebrand in the future, you’ll need to update all marketing materials, especially your website.
Social Media Profile - Using Facebook, Twitter, Instagram, Pinterest or LinkedIn can be great social media platforms to leverage to grow your customer base. Take time to craft a profile page that fits with your brand image and one that will clearly convey your brand to your customers. It is equally important to consider your posts and make sure they appeal to your target audience and are in line with your brand. For example, if you want to be seen as an “innovative technology provider”, then posting links to case studies about how you’ve upgraded a customer to a state-of-the-art system could be a great way to convey your brand.
Corporate Fonts & Colors - So, your logo has blue, but what kind of blue is it? Knowing the exact color palette of your brand elements is important. If you have not established a brand/marketing guide, then now is the time to do so. What font will you use on all marketing materials, websites, articles, etc. The key to a brand is that it is consistent and easily identifiable to your customers. If your social media profile has one logo with one color but your website has another logo with other colors, it will be easy for customers to be confused. Once you establish branding colors and fonts, stick with them and document them to share with graphic designers and employees.
Images - This brand element is often overlooked. To keep your brand consistent across all platforms and channels, you should establish an image protocol. You want to take time to consider what format and style you want your images to be as well as how you will use them. Will an image be used with every blog you post on your website? Will your social media posts always have a cartoon, or an image of a customer using your product? Or, will your images always have a special border on them or your company’s logo? These are questions you should ask yourself. The key is to have your images convey your brand, so if someone sees it they instantly know that it is tied to your company.
There are a host of brand elements that you’ll need to share your brand with the world. If you start with these five, you’ll be well on your way to becoming a leading brand in your industry. It is always good practice to refresh your brand, from time to time, especially if you start adding a host of new products/services or business functions. To get started on your brand, be sure to reach out to the award-winning brand experts at the Snowball Creative Group to schedule a complimentary brand brainstorming session.
