You don’t have to have a big business-like Apple or Uber to have a brand. In fact, whether you have a single man business with no logo, a small business with a home-made logo, or a medium sized business with a professionally made logo and no other brand rules, you already have a brand.
A brand is simply a visual voice to tell your audience who and what your brand is about. If you have no brand presence, the likelihood is that you have no business voice. If your brand is a free for all, whatever works in the moment, any colour goes type of set up, then odds are you voice will be very confronting and confusing and customers may just walk away. And if you simply get bored and are changing your brand look every other week without a valid and well thought out reason, it may denote that you are unaware of your own message which will make it harder for clients and customers to grasp as well.
You don’t have to be a designer or have a million-dollar marketing team behind you to have a great brand. You just need to be consistent! This can be easily achieved with a few hints I've provided below.
Know your brand personality
In order to clearly convey your message to customers, you must first know it yourself. Make sure you take the time to sit down and clearly work out the company product line/services, values and mission. In doing so you can remain in line with them throughout your external messaging to keep your brand message and look on track.
One Company, One Logo
This isn’t saying you can’t have variants, rather that you set the logo for expected needs in advance. This will help you refrain from adjusting it to fit each content piece or pulling it apart to fit. A company will likely only ever need a logo in a landscape, portrait and mono format.
Font / Typography
Typography does matter and has a voice in itself. Try to stick with a maximum of 2-3 font variants across all media, ensuring that it speaks to your audience. You wouldn’t use comic sans or papyrus in a corporate document. A huge mix of typefaces just gets messy.
Likewise, a maximum of 2-3 brand colours is all you need for a clear consistent message. Throwing out a mismatch of colours just creates a visual nightmare. The same goes for rainbow branded business. You can certainly choose to work with colour but know your base colour values (CMYK & RBG) and use those exact 7 colours throughout.
Your words matter
Don’t just blog to have something up each week. Make sure it speaks the brand voice and your desired audience. Content is pointless if it doesn’t speak of who you are or who you are offering your service or products to.
Image / icons
You wouldn’t put a picture of bread on an ad for shoes. The same goes when adding imagery to your brand. Ensure the emotive message speaks to and aligns with your brand voice. If you can't match the words you are saying to the emotive feeling in an image, it isn’t the right one to use.
You are a collection of your peers, and business is no different. Collaborate, and often, with companies that align with your business voice.
No two people are the same just as no two businesses are the same. Don’t compete. Simply be aware of competition and trends but stay on your own course. In doing so you find your niche and your ideal customers.
This may seem like a lot to take in, although I am confident when I say it is actually a lot easier to create content that speaks to your people if you are aware of your brands personality.
If you don’t want to manage it directly yourself, having a clear voice makes it easier for employed staff or a VA to continue that clear message in your content creation. Consistency may seem boring and predictable in the short term, however in building the right type of secure long-term customers it is about earning trust and loyalty. Being consistent and clear in your brand offers your customers that trust.