I don’t offer a logo design only option as part of my branding packages for a very good reason. That reason being that a brand is so much more than a logo. Your brand is built up of an entire experience that people have when they interact with your business.
Yes a logo forms part of your brand but it also consists of your tone, your messaging, your website, your social media presence and so much more.
I wrote a post on the difference between brand and branding that might be worth a read if you are confused between the two.
In today’s post I want to show you 5 ways you can build a cohesive brand for your small business. Ensuring consistency in your brand is one of the best ways to grow your audience and strengthen your brand. It will ensure you are attracting the type of clients you wish to attract and in turn will allow you to offer your services at a higher price point.
Let’s get into it…
1. Brand Identity
Your brand identity is the first thing people will see when they come across your brand. People can tell a cheap looking logo from a mile off. Your brand identity should at the very least consist of your logo, an alternative logo or submark, a strong colour palette consisting of no more than five main colours and two font options.
One thing I also make sure of when designing brand identities for my clients is that I never use the font that I use in their logo for the rest of their brand. I will always ensure that I use a complimentary font that allows their logo to stand out.
For online businesses, your website is your storefront. It’s your window display, your shop layout and contents. Think of how you feel when you walk around Anthropologie or that boutique store you like. It should make you happy. You should be able to clearly see the products that are available to buy. It should be a stress free experience.
That’s exactly how your website should feel. As a online business owner, you don’t have a shop on a high street that people walk past on a regular basis. Therefore, you need to provide this experience via your website. Think about how you want website visitors to navigate your site. Think about the actions you want them to take and lead them on this journey. All the while making sure your brand identity is clear throughout.
3. Business Documents
A cohesive brand shouldn’t stop when it comes to business documents such as business cards and brochures and it most definitely shouldn’t stop when it comes to items such as estimates, contracts and invoices. Just because you have a potential client interested, it doesn’t mean the hard work should stop there. You need to continue the brand experience right the way through your process even after the client has purchased from you and your work together has come to an end.
4. Social Media
Social media is THE biggest marketing tool available to us small business owners right now. It’s where your ideal clients are likely to be and therefore you should continue your brand experience on social media too. Try to ensure that you have consistent social media handles so people can easily find you across the various platforms. Whilst you don’t need to have the same cover images throughout, they should be consistent and have the same aesthetic.
When it comes to posting on Instagram, think about your brand and your target audience here too. If your brand is clean, modern and neutral then you should think again about posting photos full of bright colours.
Your messaging and tone of voice is an essential part of building a cohesive brand. Think about your ideal client when writing your website copy, blog posts, social media content. Ensure your tone of voice not only speaks to your target audience but that it sounds like you. You don’t want to meet a potential client only for them to get a completely different feel when they speak to you than what they do when they read your content.
By covering these five ways to achieve a cohesive brand, you’ll be sure to build a brand that your audience likes, trusts and purchases from.