Looking to build a brand for their business, you have to get used to the concept of brand marketing. This form of marketing has become increasingly popular and has in many ways become the go-to place for a lot of marketers. Building a brand today is far more effective than only running a business. The challenge for most people, though, is creating a brand that stands out.
Your brand, after all, is more than the color composition, the imagery, and the typography that you use!
Branding is not quite as hard as it might sound once you know what you need to implement. For example, you could use a brand style guide to help keep you on the right tracks. A brand style guide is a document that should allow you to see how your content should come across on various platforms. For example, how you come across on Facebook will differ from how you come across in Instagram. Your style of message, though, should be consistent across all of your marketing mediums.
â€‹If you do not have a style guide, then you should look to create one as soon as possible. Just about every major brand will have their style guide online, so look around at businesses you respect. What can you take from their banding ideas?
What can you learn from a style guide?
A style guide is essential, though, as it allows you to pick the right layout, style, fonts, and images to use for all of your materials. It means that everyone who works on your brand marketing will understand how they should be going about the brand styling. Whether this is an in-house production or something outsourced, style guides make sure everyone is on the same page.
One thing you will quickly pick up is the colouring that they use. For example, your brand will want to have colors associated with what it can do for you. If your business offers something in the health and wellness industry, then yellows and greens are your best color choices.
Most style guides even give you the exact color code so that you can try to find close to or identical colors to match your brand. This is often an RGB or HEX code.
You’ll also be able to pick up valuable information about the fonts they might be using. That is quite important to get ideas from, as changing your font from something generic can make your marketing stand out even more.
Imagery is the next most crucial part of your branding.Take a look at the style guide of other businesses and see what kind of graphics they think suit their brand. Think about your logo, too; how would you like (and not like) your logo to be used in brand marketing?
Setting parameters on colors, text style, and imagery can put in place clear boundaries to stop your time being wasted. Brand marketing is severe enough, with a lack of direction, after all!
Do you understand your long-term goal?
One of the biggest problems you might have, though, is not having a clear long-term goal in mind. Think about not just the kind of graphics you want, but who would be inspired by the graphics you have waiting for them. For example, try and answer the following questions about your ideal audience:â€‹
- How old are they, generally? What age group do they fall under?
- Where are they most likely to surf online? Social media? Blogs? Websites?
- What kind of content do they like? White papers? Long reads? Video content?
- What kind of imagery are they often drawn to? What appears to grab their attention?â€‹
If you can answer any of the above, you are probably on the right path to building something tangible for your business. One issue that you are reasonably likely to have here, though, is working out where to show the graphics. Think about where you post it. An infographic or a tongue-in-cheek image is likely to go down better if you post it on your Instagram than on your official LinkedIn page, for example.
Try and think about where content is going to be posted first and foremost. Consider the style of the graphic, too; will it be used in a blog post? An e-mail? A product description?
Think about how the content will be viewed, too. If it’s on a mobile device, you probably want shorter, sharper, snappier content. Tailor the content to fit the context of where it is viewed, who is viewing it, and when it is being viewed,
This will make your content much more likely to have the impact that you had intended in the first place. More importantly, though, what is the point in posting this particular piece of brand marketing?
Is it to get you more subscribers? To encourage them to sign-up to something or buy a product? What is the overall aim and intention of this post? Work that out, and you will be much better for it in the long run.
Setting a budget for brand marketing
Now that you can understand the critical decisions that have to be made, you need to look at one more thing â€“ your budget. How well can you use resources? Is a particular picture or image, for example, going to be capable of being used on more than one promotion?
A bit of planning can make it much easier for you to do a lot with a little. Whether you use stock imagery or you get someone to photograph your staff in the middle of a job is up to you. The kind of content will be built around not just who/what you wish to target, but what you can afford to produce.
Keep this in mind, and you should find it much easier to build a brand. Work out who you are targeting, why you are targeting them, how you intend to target them, and your brand becomes so much easier to sell authentically and endearingly. If you keep it more straightforward, though, you will very much benefit in the long-term when you try to create your brand.