4 Places Your Brand Identity Should Be Consistent

brand consistencyYour brand identity is the image your company portrays to the world at large, to your customers or clients. When people look at your online presence, they should know what you do and that you bring value to the market. Your brand identity should be appealing to your target market and should be consistent in every printed piece you produce and across every online platform.

Consistency is important because it brings name recognition. If people see your logo and/or your brand colors online, they will recognize your snail mail brochure when it arrives, and vice versa. When people recognize your identity, your name is always brought to mind, which is helpful when they receive your email or see your social media posts.

Let’s examine the four most important places to perfect your brand identity:

Your Website

Very often your company website is the first element a potential client will see and most people will make a 10-second decision whether or not to explore further than the home page. Needless to say, your identity should be strongly represented on that home page so your potential clients will explore further or contact you.

On your website brand colors, fonts, and your logo are vitally important and should reflect your brand identity. If your message is sobering and you handle tough problems, using whimsical fonts and cutesy graphics doesn’t meld with the serious issues your company handles. The opposite is also true; if your identity and mission are more light-hearted, using deep, dark colors and traditional fonts might turn people away after they make a quick judgment call.

Your Social Media Platforms

Not everyone in your target audience will use the same social media platform and those reasons vary widely, so it behooves you to post across multiple platforms to reach more of your audience. However, if your name, colors, and logo are different on all these platforms when someone jumps from Facebook to Twitter, they may not think yours is the same company because the profiles look different. Or if they receive a piece of mail that looks different than the social media profile, they may also be suspect. Consistency brings recognition and also helps to build trust between you and your clients.

All Company Communications

Letterhead, invoices, printed marketing pieces; these should all have the same colors, fonts, and logo as your website and your social media platforms. Just one more way to show your professionalism and attention to detail and your clients will certainly notice.

Your Email Marketing Campaigns

Contrary to popular belief, email marketing is still one of the best ways to keep in touch with clients and to keep your company name in their memory. The key is to be relevant with your messages and offer valuable and engaging content. On top of these, create a template that incorporates your brand colors, fonts, and logo. Don’t miss a chance to build that trust between you and your audience.

Being consistent with these four areas can go far in your branding.  Be sure to check your sources and see if you are presenting a consistent image to your clients.  This does take time to implement if you have been in business for a while and didn’t take the time in the beginning.  The time spent to implement brand consistency and figuring out where to rebrand will go far in the growth of your business.

Praying your sucess,

Kim

Want to Do Your Own Company Branding? Understand the Color Wheel First

Company branding is so much more than your colors and your logo but choosing colors to represent you and your company’s image is usually where more people start in the branding process. There’s no shame in choosing your own brand colors instead of hiring a designer but it’s not exactly simple. Let’s dive into an explanation of the color wheel and how it can help narrow down your color choices.

The Color Wheel

A color wheel consists of colors with the following distinctions: primary, secondary, tertiary, complementary, and analogous.

  • Primary colors are those which cannot be achieved by mixing other colors together. Red, blue, and yellow are primary colors.
  • Secondary colors are those which can be made by mixing two primary colors. Orange, green, and purple are secondary colors.
  • Tertiary colors are created by mixing primary and secondary hues together
  • Complementary colors are located at direct opposite ends of the color wheel and
  • Analogous colors appear close together on a color wheel

How to Use the Color Wheel

How does this help you? Find a color wheel online and take a look. You probably have an idea already of at least one color to use in your branding efforts, so find that color/hue on the wheel. Now, look at the four colors next to it. Those are analogous colors that will look appealing when used together. Or find your first color and look at the color directly opposite. Those are complementary colors which will also be appealing together.

Once you make a decision on colors, the online color wheels will show you the HEX and RGB codes for each color. Write those down in a safe place so you use those colors consistently with your website, social media pages, and products without having to look them up numerous times.

As the famous artist, Marc Chagall once said, “All colors are the friends of their neighbors and the lovers of their opposites,” and this is certainly obvious when looking at the color wheel itself. Choosing complimentary or analogous colors in a family that represents you and the image you want to portray is the first step toward branding your company.

Want to Learn More About the Psychology of Color? Join My Meetup

Did you know that different colors evoke different emotions? Did you know there are warm and cool colors? In my free mini-workshop, “Build a Beautiful Brand,” we delve a little deeper into the psychology of color and what exactly the terms “warm” and “cool” mean when speaking about colors. I’ll also show some examples of well-branded websites and share my favorite free color wheel tools! Register here.

Unable to join me…don’t fret drop me an email or comment below to let me know you are interested in a virtual meetup.  If I get enough interest I will explore the possibility of adding it as an option.

Praying your success,

Kim