In this day of information overload, it’s important to make sure that your brand stands out. A 2019 study found that consistent brand presentation resulted in a 33% increase in revenue. What’s the best way to create that consistency? Here are a few ideas.
Build A Logo
Take the time to design a logo. Colors, shapes, and text can all provide key visual cues, so consider these elements carefully. If you have the money, you can hire a graphic artist to design one, but it can be fun to create your own. Spend some time thinking about your business. It can be helpful to ask others who are familiar with what you do to participate as well. What words, ideas, or images come to mind when you think about the work you do? What do you bring to it, and what does your work bring to the world? Make a list of your ideas – words, pictures, colors – and use a simple graphics program to play with various shapes and images. Simple is good – simple logos are usually easier to reproduce in different sizes, and can have just as much impact as complex ones. Don’t worry if you can’t identify why you like a particular idea – shapes and symbols often speak to the subconscious mind, and sometimes that part of your mind sees relationships your conscious mind doesn’t. (And some of the best logos trigger subconscious memories or relationships in the viewer’s mind!)
Ask For Opinions
When you find some shapes or images that seem to reflect positive ideas about your business, ask others about them. See if these ideas communicate positive thoughts about your work to others as well. If you decide to add words to your actual logo, remember that they can be hard to read if reduced in size. Unusual fonts can compound the problem, so be cautious – make sure your logo will be recognizable in the smallest and largest sizes you’d want to use.
If it’s not part of your logo, think about the font your business name should appear in. Again, be sure it will be legible in the largest and smallest sizes you’d want. Use that font whenever you reproduce your business’s name on any online sites, letterhead, business cards, or advertising materials you use. Consider whether you want to include a slogan, or taglines.
Build Your Brand Board
You’re now well on your way to developing a Brand Board. This is a single sheet that will contain your logo, the font your business name will appear in, and any other features you’d like to represent your brand. It’s a handy cheat sheet for you and any printers or designers you might employ. What else should go on your Brand Board? Colors! Even if you decide not to use them in your logo, it’s important to have specific colors you use consistently. (A 2018 study found that using a signature color can increase brand recognition by 80%!) Find at least one or two that you like. (You can use a color selector like this one.) Use the same process for selection, running your choices past others to check for reactions. (If you’re having trouble with colors, reach out to us at Pegasus – we can help you choose!)
Be Imaginative…
You don’t have to limit your branding to the visual. For instance, if you have a physical location or send physical packages out, consider adding a texture or scent. (Scents are one of the most evocative memory triggers we have – how often have you smelled something you haven’t encountered in years, and immediately had a crystal-clear memory of the last time you smelled it?) Again, try these ideas out with others – you don’t want to use anything that makes people sneeze, or itch! Think simply – branding should be based on things you can reproduce without great expense. Be wary of using items (perfumes, hand-made paper) that were created by someone else, so you don’t find your access to them suddenly limited, or legally blocked.
And Be CONSISTENT!
Once you’ve identified the various elements of your brand and created your Brand Board, be consistent. Use those same features on your website and everywhere you appear on the Internet (e.g., Google Business Profiles, Facebook, Instagram, Yelp), as well as business letters (email or paper), business cards, marketing emails, menus, and any packaging you use. Any specifics you can consistently reproduce will help your customers find YOU, every time.
