When I work with clients, branding and, or re-branding their company is always an exciting phase.
You begin to think about where your business has been, where it’s at, and where it could be. While creating color schemes, mood boards and selecting typography are all important parts, creating a brand beyond visuals is equally as important.
If you want to be known for your killer branding, you need to go beyond the fluff and push out your voice, your mission, and consistency with equal enthusiasm. Here’s how:
Find Your Voice
Copy writing is key if you want to attract your ideal clients. Visuals may attract them to your website and social media, but defining your brand through copy is what will keep them navigating your site.
When the people you’re trying to appeal to browse your blog, website and social media, are they getting a good idea of what you’re all about? Just by reading the copy on your home page, you should resonate with clients. To do this, think about your ideal clients and consider what kind of copy writing would captivate them. Should you sound super professional and intellectual? Casual and fun? Come across as budget minded? What kind of style would the people you want to appeal to relate to? Once you discover which is best, stick with it! You don’t want to confuse your target audience by using conflicting voices in your copy, or you’ll lose them.
Define Your Mission Statement
Think about how you want people interacting with your brand to feel. What thoughts do you want to come to their heads?
Write down a mission statement of sorts. Touch upon what your values and goals are and detail how you want people to feel. This part should really get your creative and analytical juices flowing. What do you hope people say about your company? How can you make your target audience feel special? In what ways could you go the extra mile?
Do What You Say
Customer service is an intricate part of your branding. Think about brands you interact with. How do they engage with their target audience, handle negative situations such as reviews or experiences, and exceed expectations. Aim to always keep your mission statement at the center of how you approach those situations.
Consistency is Key
And it’s no different when it comes to your brand. From your social media accounts to your email signature, people should be able to recognize your brand. Remember, branding is about creating a unique experience.
Wondering what areas might need your attention? Do a check and make sure your branding is consistent across all of these areas:
- Graphics (for social media, your website, blog posts, etc.)
- Images (stock images, headshots, on the job photos, etc.)
- Customer Service
- Marketing Materials (newsletter, business cards, ads, etc.)
- Website Theme
- Mission Statement
- Reviews. Client feedback can let you know if you’re staying true to your mission, or you’ve fallen short.
- Email Signature
Have you been factoring all of these touchpoints into your branding vision? How well do you think your target audience connects to your brand based on what you’re currently putting out there? Need help, but don’t know exactly how to begin? Shoot us an email, we’d love to help!