The past couple of months have turned our world upside down. Businesses have switched online and many people have had to adapt to working from home. Everything has been a rollercoaster, and we are still adjusting because the changes aren’t over yet.
Given how things have changed in marketing, I’m going to encourage you to think about your company’s brand image.
- Does your business have a “face” or identifiable “look”?
- Is your business easy to find online?
If you haven’t invested in your brand image, this is a good time to bring it to the front burner. As our economic reality continues to evolve, remember that people need to find you to hire you. They need to recognize your business if they’re looking for your service. And that won’t happen if you don’t have a clearly defined business identity.
Maybe you’ve never invested in the design of your brand image. Or maybe your had it designed over a decade ago, and now it’s time for an update. Whichever the case is, allow me to share some information to help you get started in your brand image journey. Because it’s not likely to be a super quick journey.
To create a brand image for your business you need a foundation. Opinions do differ, but I believe there’s 5 items that make up anyone’s brand image. These are:
- image style
Your logo is literally the “face” of your business, the image that will identify you in the marketplace. It can be an image, or typography treatment, or a combination of both. These days the trend is to have very minimalistic, type-driven logotypes.
These are the font that will be used in your logo and your marketing collateral (and usually maximum two). You will also need another font for everyday use.
Your company colours are dictated by your logo. Those are your primary colours, and should not use more than 3. Then you have your “supporting cast,” those secondary colours that you can use in your posts, as accents, etc. Again, your colour palette should be limited.
This refers to the types of images that will support your marketing. This can be photographs, illustrations or icons. Whichever style you choose, make sure it’s industry-appropriate and that you choose ONE style. This is the style that will support your marketing and will help show your company’s “personality.”
Coming up with a great tagline is no easy task, so if you have a good one, use it consistently everywhere-in digital and print applications.
Your brand image may be only 5 items, but believe me, a LOT of work goes into creating and maintaining it. and isn’t likely to take a week or so to design. And after you lay that basic foundation you will need to maintain it.
So you can see that your brand image is an investment. However, now more than ever, a brand image that stands out will help your business remain visible and get found. Now more than ever all of us need to make sure we stand out in the marketplace and people can connect with us easily.
If you haven’t given your business image much thought, start thinking of it as that “look” that makes your business recognizable. Think of it as the foundation to build from.