Creating a brand identity – i.e., defining the brand foundations in a brand strategy to convey a compelling visual and verbal identity – is important and necessary. However, it is only the beginning of the whole story. In order for your brand to come to life, it needs to be “embedded” or implemented across all marketing channels and at every touchpoint with the potential customer – from business card and brochure, through ads and Power Point presentations, to your website, videos or office décor.
The brand evokes an expected visual and verbal experience with customers. When that experience is not there, customers are faced with an unknown product category and unclear marketing message; they become confused, which is why they often move on to the next choice.
Here are some typical communication channels that should all deliver the same brand experience:
Current data indicate that there are over 1.7 billion websites on the Internet. Branding and quality content can certainly help your site stand out from the crowd. Depending on the chosen brand personality, defined in the strategy, the brand will be implemented on your website through:
- Position and size of the logo
- Colour palette
- Illustration elements, textures, and photo and video materials
- Brand tone and voice tone of the messages
- Font type
All your digital ads on Google, social networks, desktop and mobile applications must provide the same brand experience and send a clear message that they are talking about your brand and product. From the combination of digital marketing and the general online presence of the brand, new terminology has been coined – digital branding, whose role in the creation and implementation of brand identity is becoming more and more important.
Branded video can be a very powerful marketing tool in engaging your audience, because it convincingly communicates your story and helps build rapport with potential customers. Designing a video begins with the overall strategy and should include professional video production. Even more important than the product presentation is to tell a visual story with your video – either to ensure your customers’ alignment with your product or to entertain them and pique their interest.
Social media channels
We already mentioned the importance of digital branding today, which is particularly present in social media. It is important that the same colours, profile images, logos and messages accompany the brand across all social platforms; from Facebook and Instagram, LinkedIn and Twitter, to Snapchat and Tik Tok. Inconsistency on just one of them makes it difficult for a customer to discover or identify with your brand, and we know that social media channels today are primary conduits to garnering your audience’s attention and developing direct relationships with them.
Even when different photos have been used on a website or social media, with successful implementation of the brand, they all seem aligned and connected in the same style.
Branding photography conveys your message through consistent presentation and style, whether it be visuals on Instagram, advertisements on a large billboard, or a printed flyer.
All elements of brand design must work together to create a particular brand experience: colours, composition, typography, content and style. For example, a combination of dark colours and a “heavy” font will create a sense of seriousness, while pastel colours combined with a translucent font will allude to femininity and tenderness.
In any case, consistent implementation of brand identity and design help you retain your existing customers, attract new ones, raise general awareness of your brand, and keep the focus of your business goals moving in the right direction.
See how we implemented brand identity for Ludvig Dental…
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