Think about some of the biggest brands you know. Ford. Ikea. McDonald’s. Chances are, even with this small mention of these giant corporations, you know exactly what their branding is all about. Ford’s logo is blue and circular. Ikea’s is yellow and blocky. McDonald’s is, well, the golden arches. These corporations and companies have done their jobs well in creating memorable experiences for customers and allows your customers to know what to expect from their products and services. The good news? You can do it, too!
In a digitally competitive world, catching someone’s attention has become harder than ever. One aspect of your company that customers will see first is your logo. A logo is one of the most crucial investments a company can make. This logo will be visualized on websites, social media platforms, applications and print ads. Maintaining consistency with your logo will create notoriety among the public, and will increase brand knowledge and perception.
What’s harder than catching someone’s attention? Keeping it. Branding imagery is the sum of the visuals used to represent your brand’s overall identity. This is your company’s opportunity to visually communicate with customers so you want to select photos that directly represent what you are trying to showcase. These images can appear in many different forms, such as Instagram posts, billboards, websites or print ads. Visuals are more than just visually appealing; they should elicit thought when viewed.
Now, what are you trying to communicate? The message, or voice, of your company is typically a quick description that people may see on your website or a print ad. You want to use words and descriptions that illustrate the quality, ability and characteristics of your company. The words you use should convey both authenticity and expertise. Try to avoid words that could be unclear or overdone in your respective industry. The goal of this message should be to both highlight what sets the company apart, as well as persuade potential customers. The use of a proper tone is essential in your message success as well. When understanding brand tone, it’s easiest to think of your brand as a person. Just like a human voice, your brand’s voice should carry an array of emotions and adjust depending on the context or scenario. While brand voice is your personality, your brand tone is your attitude. Knowing your audience is crucial here because you need to establish a tone that appeals to those you are targeting. For example, an apartment complex targeting young families may want to highlight safety and security.
Need help with your branding? We’ve got you covered. From landing pages and digital marketing, to social and print ads, let Zipie dive into your business and help you create a cohesive brand and message. Check out our website or Instagram to see our work in action!
Aaron, Summer 2019 Zintern
