4 Ways to Reinforce the Visual Identity of your Brand

POSTED: December 2, 2015 BY: CATEGORY:

Creating a strong, unique visual identity is an essential part of creating a successful brand. Once you have created your logo and decided how you want to represent your brand visually, the next step is to reinforce this every time your customers have any contact with your business.

Consistency is absolutely essential if you want your branding to be effective and recognisable. Your website, letterhead, presentation materials and even your staff uniforms if you have them should all reinforce your brand message otherwise you may find that your message gets diluted and even lost along the way.

Here are four ways you can make sure your branding reinforces your brand’s visual identity.

  1. 1. Choose a single font to use for all your written communication. Using a distinctive font is a fantastic way to make your brand really stand out and if you keep it consistent across all your communication, from emails to blog posts to sales letters you can create a really solid, consistent branded feel without too much difficulty.
  2. 2. Use the same colour scheme consistently. There are plenty of examples of certain colours or combinations of colours that have become synonymous with a brand including red for Coca Cola and purple for Cadbury’s. By sticking to a consistent colour scheme you can make your brand instantly recognisable to your customers. Different colours evoke different emotions in people so whatever colours you do choose, make sure they are a good match for your brand message.
  3. 3. Use a device. A device is a symbol that accompanies your logo. Devices can help make your brand instantly recognisable to the point where you may eventually be able to use the device without any lettering. Think about the silver apple and Nike’s swoosh as some of the most recognisable devices that stand by themselves. A simple device can be used on product labelling, stationery and other marketing materials to create a slick, professional look.
  4. 4. Create a style guide. This is an approach we take with our clients at Next Marketing and it really helps keep the brand message consistent across multiple platforms. By creating a style guide for your brand you not only think about the colours, fonts, devices and size of your logo and the way they are presented in your marketing materials, you actually write down some formal guidelines so you can make sure everyone stays on track.globiz.net.au

Creating your brand is only half the battle. Once your brand has been created, it needs to be presented consistently so that the message is reinforced across multiple platforms. This helps you create a consistent, strong brand image that your customers will recognise instantly.

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ABOUT THE AUTHOR

#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.