We all need a branding strategy for our company, the problem is where to start. One way is to know the 4 elements of branding to decide how to work with each one of them.
In a previous article, “Brand strategy is helping companies to increase sales, developing yours is a must“, we discussed what brand strategy is, why your business needs one, and how to create one.
We’ll go over the four components you need to build your branding strategy in this article.
The logo, corporate colors, typography, and tone of voice of your company are the four components that compose branding. Every one of these components needs to be selected, organized, and created in such a way that the brand may be powerful, stay in the public’s consciousness, and be maintained throughout time without needing adjustments.
Table of Contents
The logo
The creation or selection of the logo, or its change if we already have one, is the first step in developing a brand strategy.
Our logo must be simple to recall and recognize while still expressing the company’s principles and the image we wish to project.
While deciding to design a logo, we must also consider the intended audience and the logos of other businesses in our field to set ourselves apart from them. We do not want to be a carbon copy of anyone; rather, we want to be original and exclusive.
Although there are many tools available today that allow us to create our logos, it is still best to leave this work to the professionals. This is not because we are unable to do it ourselves, but rather because there are certain aspects that the experts are aware of that we are not, such as how the logo will appear on various surfaces when printed or published. Also, the logo ought to be straightforward, durable, unique, and adaptable.
We are prudent when we focus on what we are good at and allow the digital marketing consulting firm to handle the rest. This is because we will all be successful in our fields of expertise.
The colors
Colors and their combinations influence the sensation that people perceive when they see an advertisement. Since we know that buyers make their purchase decision based on sensations, we must have a selection of colors that are pleasing to the eye, as well as not cause eye fatigue or rejection in our subconscious.
When choosing the corporate colors of our company, we must know and apply the theory of color in advertising, knowing that some colors convey a more favorable feeling when they are together and others are not compatible because the feeling transmitted by each one can contrast with the one transmitted by another of the chosen colors, thus losing the impact we want.
We must take into account that corporate colors are going to be used in the logo, advertisements, and official communications, so we are going to describe below the feeling transmitted by some colors so that you can decide about it.
The combination of colors depends on what your marketing agency recommends, but you should have an idea of their general meaning:
- Blue: It is associated with the sea and the sky, so it gives a feeling of spaciousness, peace, confidence, and harmony, but at the same time it is perceived as cold and distant, so it is recommended to combine it with yellow, orange, or green.
- Green: Associated with nature, ecology, hope, and harmony. It can be combined with blue, red, or violet.
- Red: This is a color of great impact, reminiscent of strength, energy, and dynamism, but also with danger. It is recommended to be combined with yellow, orange, or green.
- Orange: It is used to replace red to avoid eye saturation. It is associated with warmth, creativity, and dynamism, it can be combined with blue, red, or yellow.
These are just some examples of colors and their combinations, you should decide the colors to use together with the marketing agency.
The typography
Typography describes the font and typeface that will be used for our communications, websites, social media platforms, and much more.
Before selecting the typeface, we must consider the factors that will be impacted and realize that all factors must be taken into account.
Continue reading for more advice on the type of photographer you should consider when choosing the one you want for your business:
- The typography ought to be suitable for the intended audience.
- The connection between the typography and the message we want to convey, including whether it is intended to inform or promote a good or service, and whether the message should be serious or informal.
- The characters’ legibility, especially if they are going to be employed to produce a lot of text.
- It is advised against combining several types of typography; instead, we should employ no more than two that work well together.
Keep in mind that words have power, whether they are spoken or written, thus every publication we make ought to be appealing to the senses.
The voice
The tone of voice is the way your brand speaks to your audience and includes the words and images you choose (and the order in which you put them) in all content formats.
includes the words and images you choose in all communication formats. The tone of voice defines the way your customers view your brand and your company.
One way to define that tone of voice is to think of yourself as speaking directly to your customer, so you must choose whether you want to be perceived as serious, funny, trustworthy, or whatever feeling you want to convey.
Imagine you are a character who is exchanging impressions with your customer. What character do you want your brand to be? This can also help you to choose that tone of voice that will differentiate you from your competition, it will leave in the mind of your customers an image of who you are and what you offer, as well as the authority you have in the market.
By taking into account these 4 elements you will build your brand’s personality.
