Building a Brand? Consistency is Key
When we discuss brand strategy, consistency cannot be emphasized enough.
That’s because using a consistent visual style helps build brand recognition, earning trust and loyalty from your audience.
To achieve this recognition, brands operate based on a set of guidelines referred to as a brand guide. Within the guide, there are specifications for what colors, fonts, imagery, and graphics to use – as well as the voice and tone for any written content.
These defining elements aren’t established without intention – they are designed to evoke an emotional response and make an organization stand out. (Some brands go so far as creating their own Pantone shades to distinguish themselves – and fight to keep them exclusive).
If you’re already using a brand guide, that’s a great first step. But in order to build a truly cohesive brand identity, you’ll need to take a 360° approach.
Here’s how.
Create Digital Marketing Templates
Creating graphics for social media can be time-consuming and tedious, so why not streamline the process?
Designing templates for your social media posts and email newsletters will not only speed things up, but it also ensures that your digital marketing will remain on brand.
Make sure you create a variety of templates that will work for the different types of social media content you need to share.
Source: Canva
Here’s a Tip:
If you have multiple team members creating graphics, Canva allows you to add collaborators to a file.
Create a Marketing Plan and Calendar
Templates will do you no good without a social media strategy, so start by defining your goals and evaluating your current presence.
After that, create a plan and a corresponding schedule. Taking the time each month to plan content ensures that you are posting consistently and sharing a variety of content. Be sure to consistently evaluate your performance, and don’t be afraid to switch things up if they aren’t working.
Source: Unsplash
Curate a Photo Library
Similar to creating templates for your graphics, selecting photos for a curated library simplifies the design process and ensures that imagery is aligned with your brand. Whether you focus on subject matter, imagery style, or colors, the images you use should feel like a harmonious collection.
We always recommend using as much custom photography as you can – and filling in the gaps with stock photos. Using images of real people and places guarantees they won’t be found on competitors websites, and helps users connect with you on a more personal level.
Source: Unsplash
Keep Your Website Up-to-Date
Keeping your website fresh and up-to-date is an absolute must if you want your brand to retain credibility.
You should maintain your site by regularly updating content, removing outdated information, and continually monitoring for functionality issues.
Source: Unsplash
Building a brand requires creativity and preparation. Taking a holistic approach will ensure that you are consistently delivering the right message to your audience, fostering connection and a sense of reliability.
If you have questions about brand strategy, reach out to us.
