Is your brand represented the same everywhere online? If not, there are so many reasons it should be! Here are just a few to get you thinking:
The average revenue increase attributed to always presenting the brand consistently is 23%. (Lucidpress)
Color increases brand recognition by up to 80%. (University of Loyola)
Brands that are consistently presented are 3 to 4 times are more likely to experience brand visibility. (Lucidpress)
Creating brand consistency can seem a little overwhelming but the good news is it doesn’t have to be! There are 3 main areas you need to focus on and you can do it in just 3 days.
Brand Colors & Fonts
These are most important in keeping all your visuals consistent online. Choose a primary color to use and then another 2-3 complimentary colors. Once you have these colors, be disciplined in using them in everything you do from print to social media to email marketing.
Pro Tip: Your logo should be the primary color with complimentary colors as accents if needed.
Choose 2-3 fonts to use consistently in all your graphics and marketing materials. There should be one primary font and 1-2 complementary fonts. Again, keep your fonts in mind when creating your logo because they should be incorporated into it.
Pro Tip: Try to choose different fonts that will look good on different backgrounds. For example, maybe 1 thin font and 1 heavier font that will look great together.
Brand Voice & Identity
Keep the voice and feel of your brand consistent. For example, if you are a cutting-edge brand, make sure all copy, pictures, and videos have a modern look and feel everywhere online. A consistent voice gives you wider recognition across different platforms online.
Pro Tip: Creating templates for each social media platform for each type of post can make this easier. Keeping topics similar everywhere online can also help.
What do you stand for? What is your company about? What makes you different from your competitors? This is your brand identity. Spend some time figuring these things out and create a tagline to use in your marketing online. It will help you stand out from your competition and communicate what is most important about your company.
Pro Tip: Choose just one tagline and keep it consistent online. Taglines can change over time as the company evolves but don’t put 3 different taglines out there at the same time.
Your Brand Story
Creating your brand story can help you identify your voice, tagline, and even online content. It should be personal to you and your business and unlike anyone else’s. Some key questions to ask when creating your brand story are:
What is the purpose of your company?
What difference or impact are you trying to make?
What makes your story worth listening to? What will appeal to YOUR customer on a personal level?
Why is your company DIFFERENT from everyone else in your industry?
These key questions are a great starting point to writing your brand story. The ideal brand story is 1-3 paragraphs long. The more consistent you stay to your brand story, the more trust you will build in the brand.
Pro Tip: You can use the longer version of your brand story on your website and pick out key sentences to use in social media profile descriptions.
Improve your online branding on your own!
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