Your brand identity is the visual image you portray to the public and your customers. A consistent brand identity is essential. When people see you online, they should be able to see what it is you do and that you bring value to their lives. Your brand identity should speak to your ideal customer and should be consistent across everything you do online.
A consistent brand identity is vital because it drives name recognition. If people regularly see your logo and your colour palette online, they will begin to recognise everything you do. When your visuals are consistent, you become firmly placed in people’s mind, and begin to become the obvious choice when they are ready to invest in your offering.
Let’s take a look at the four most important places to show off your consistent brand identity:
1. Your Social Media Platforms
Although you should know your ideal customer’s preferred hang outs, not everyone will use the same social media platform. It’s a good idea to post across multiple platforms to reach more of your audience. If your name, colour palette, and logo are different on all these platforms, when someone jumps from Facebook to Twitter, they may not think yours is the same company because the profiles look different, even if the name is the same. Or if they receive their order in the post and the packaging looks different than the social media profile, they may also become suspect about where your products actually come from. A consistent brand identity brings recognition and also helps to build trust between you and your clients.
2. Your Email Marketing Campaigns
Despite what many say, email marketing is still one of the most effective ways to keep your company name in your clients’ memory. The key is to give them valuable and engaging content in your message and stay relevant. Using an email template that incorporates your brand colours, fonts and logo provides another chance to build on that consistent brand identity and increase the trust between you and your audience.
3. All Your Communications
As well as your online communications, your offline communications should incorporate your brand identity. Your packaging, letterhead, invoices, printed marketing pieces; they should all have the same colours, fonts, and logo as your online marketing touch points. A consistent brand identity is vital in showing your professionalism, attention to detail and building further trust with your customers.
4. Your Website
Very often, your company website is the first touch point a potential client has with your brand. Visitors only take 10 seconds to decide whether or not to navigate beyond your homepage. This means that, not only is your homepage content incredibly important, your consistent brand identity should be strongly represented on that homepage. This is so your potential clients will know they’re in the right place, feel confident in exploring further and, ultimately, make a purchase or contact you.
On your website, your colours, fonts, and your logo are critically important and must reflect your brand identity. As part of your initial brand discovery, you should have developed a deep understanding of your brand messaging and created an ideal customer avatar. This information should be the starting point for your brand identity and must be carried through your entire website.