Why you need more than a logo!
tips on how to build a successful brand
A memorable logo that reflects your business is vital in creating a successful brand but brand experiences are made from more than that. While logos are an essential part in the making of your visual identity, what a successful brand relies on is the client’s entire experience. A logo is only the bow on top of the package that is your business. There are many other vital elements that play a role in successful branding. For example: if your social media has no cohesive colour palette, mood, tone of voice and more than a logo isn’t going to save you from the chaos that is your brand. Your brand should be memorable and that means sticking to the same overall aesthetic of everything you publish, including emails, websites, blogs and social media posts. A great logo is important but if your branding isn’t consistent in all areas it is a lot harder to stand out.
The three things I think about and teach when building a brand are: Your voice, your visuals, and your message. While the visual identity is important it’s more than that. If you are a wedding planner and your posts are pictures of dogs, or messages about casual dating your audience is going to be left feeling very confused. While this is an exaggeration and I’m sure no wedding planners are actually posting about these things, this should make you think about your message on your platforms and see if your visuals and your voice is consistent with your overall message. An example of a good consistent brand is a wedding planner that has a cohesive, muted colour palette, uses a timeless and elegant font, and posts beautiful photographs of brides and bouquets and weddings, or quotes about love and eternal bonds. All these things tie in with the other and send a message about what you offer and who you are.
1. Your voice
Your voice is all the words you write and post on different platforms, or in other words your copy. Good copy doesn’t just give you information, it makes you feel something and is entirely unique to their business. Businesses spend a lot of time on logos, color selection and other elements of a visual identity but very few take the time to consider the benefits of having a unique voice. Consider this: If you were to hide the logo on your website, would you sound unique? A unique voice relies you to think about the overall message of your brand. Think hard about the kind of tone you want to convey, and the emotions you want to evoke in people. A more elegant brand like a wedding planning service could employ sophisticated and eloquent words into their posts, while a party planning service would use more fun and relaxed words, both evoking different emotions.
2. Your visuals
Your visual identity is what I specialise in. I could talk for hours on the importance of a visual identity but I’ll narrow it down to a few elements that your business should be cohesive in. Your logo, the trademark of your brand should capture your voice and message perfectly. Although as I mentioned before it is not the only important thing your visual identity should have. Your colour palette should be used throughout your brand and should reflect who you are. An eco friendly brand might use green in their palette to symbolise natural and organic products, a wedding planner service might use elegant colours that make you think of love like blush, peach or creamy whites, and so forth. Next up is a font selection that doesn’t change. An established font choice will remind your audience of your brand everytime they see it on your platforms. I could go on about other elements like patterns, collateral and illustrations but those I feel are the more in your face elements that people will think of the most.
3. Your message
Your business’s message is the why of your story. The reason why you hustle daily and pour your soul into your business and nurture it. Your customers should feel that why and and reach out to your services or follow your posts through building a connection. This includes your core values, that should intertwine with your ideal client’s values. The charms of small businesses is the personal aspect. Customers want to work with businesses that are personal and transparent with their goals, personality and why they created a business.
Need help with your visual identity? I’d love to chat! See how I can help you in creating a successful brand.