Managing a brand can be overwhelming, time-consuming, and confusing. It is important that all brand elements be consistent, up-to-date, and authentic. We have put together 5 tips for how to navigate your brand for success. From your visual branding to targeting your ideal client, this list can help you maintain and grow your brand.
#1 Visual Brand
All of your visual branding, meaning your brand colors, fonts and logo, need to be uniform across all platforms; social media, website, and business cards. In order to best achieve this, create a style guide including the brand’s fonts, colors, and other visual elements that is accessible for your employees, and they can refer to it when producing content. It’s also vital that your visual branding is new and fresh, in order to capture and keep the attention of your audience.
Are you leading with the right message? Your brand messaging should be revised and unvarying across all platforms (social media, website, and marketing collateral). You want your brand messaging to capture who you are, what you do now, and how you do it. Proof all brand messaging and content for consistency and that it speaks to your core services, signature offer and the pains points of your target market.
#3 Target Audience
Marketing your brand is all about reaching your target audience. Are you speaking to your ideal customer? Your brand messaging, marketing strategy, and content should all be targeting the type of customer you want and the traffic or leads you are working to bring into your business. Does your brand attract the right people? If not, it’s time to review your defined client avatar or ideal client and rework your brand to fit that group. All of your external marketing should be speaking in the language of your ideal client. It is important to use words they use and speak to their pain points.
#4 Voice and Tone
Your brand voice is so important when it comes to your marketing. Whether that be through customer contact, social media content, or networking, your team/employees need to be speaking from the same script and telling the same brand story. Social Media can be one of the most impactful forms of your brand’s marketing. All content produced and used for your brand’s social media platforms (Instagram, Facebook, Pinterest, Twitter, TikTok, LinkedIn, etc.) needs to be on-brand, following your brand voice/tone, and keeping to your brand’s style guide.
The company website is one of the most crucial components of a brand. Your website should be revised and reviewed at least once a month to guarantee all links work, your brand elements are updated, and navigation is clear and easy. Clients are looking for fresh and easy to use when it comes to websites. On your website, specifically your home page, it is imperative that you lay out how you differ from your competitors. You need to show your audience what you bring to the table and what makes you unique. Speaking of your home page, do you state your brand statement in your home page? Having your brand statement visible on the homepage of your website is necessary, and will help your audience understand who you are as a brand.
Need help managing your brand? Is your messaging speaking to the right audience? Get our Mini Digital Brand Audit.