When you're launching a new company, it can be a complicated feat to make sure all mediums are cohesive. To achieve this unity, a new business owner must ensure the message that reaches customers through digital mediums, social media, and physical marketing is on-brand. The goal is to bring consumers to the same conclusion: buy from your brand.
When a brand is easily recognizable, it effectively stands out in consumers' minds when they're seeking your service.
Follow these tips to build your brand's identity of professionalism and expertise:
1. Keep aesthetics in mind
While many people believe brand messaging is most important, your marketing materials also need to be pleasing to the eye.
Ensure that each medium has the same design aspects so consumers quickly know each interaction with your brand traces back to the same company. This strategy includes using the same fonts and color scheme on everything from your website and social media accounts, to your business cards and packaging applications.
Search Engine Journal even suggests creating a few different versions of your logo to ensure you'll be able to use it on any medium. This would typically include a thumbnail-shaped logo for social media accounts, but something a little larger and more detailed for physical marketing materials. Likewise, horizontal and vertical versions come in handy. Of course, you should make sure they all fit with your brand's aesthetic as well!
"Rebrand across all mediums at once."
2. Stay consistent in your messaging
Every new company endures trial and error in their beginning stages. If you've launched a certain look across all mediums, but decide that you'd rather go in a different direction, you can certainly tweak your brand. However, it's important to ensure you do this across all mediums at once. Consistency is a huge part of developing brand recognition and trust, and the sooner you abide by it, the better it will translate to your client or customer base.
3. Consider your brand voice
While it wouldn't make sense to communicate the same way through all channels, all of your marketing materials should feature the same voice. That voice should shine through in 140 characters or less on Twitter, while you have a little extra real estate to work with in your printed materials. Contently compared your brand's voice to the persona you put on when you're at a party. Though you carry yourself differently depending on the people you're talking to and the situation you're in, you're expressing the same personality, just through different mediums.
"The fundamentals of brand voices comes down to a personality," the company said. "Prioritizing a set of traits that comprise an identity, and then communicating in a way that expresses and prioritizes those traits."
When relaying a message through physical marketing materials, and then again through social media, you need to make sure it sounds like the same person is telling the story through each medium.
With these three aspects in mind, your brand strategy will seem effortless.