Every great business deserves great branding and it isn’t something that’s reserved for the big shots.
Do you want to know the little secret to great branding? It’s consistency.
Consistency in your communication develops trust. And people buy from people they trust.
The 5 key areas you can achieve brand consistency are:
- a clear recognizable logo (this has to really connect with your customer and be easily recognized, even at a small size)
- a brand color palette (of course there are exceptions but as a general rule, you want to stick to 4 brand colors)
- a set of brand fonts (as a base, you want to select fonts for your headings, subheadings and body copy.)
- your tone of voice (this applies to all areas of your communication: website copy, newsletter, promo material, social media updates, public speaking engagements, client consultations, etc.)
- the imagery you use in your communication (invest in a few key brand images and a good headshot. Brand images can be shot by your photographer or you can buy stock images if you are looking for generic or lifestyle shots.)
TIP: use the same headshot everywhere. On your about page, your Facebook profile pic, Twitter avatar, on guest posts, etc. This creates familiarity and your tribe will start to look at you as the expert in your industry.
Why is consistency so important?
It positions you as the ‘go to’ person in your industry.
Fundamentally, we buy based on an emotional need. We sign up with the personal trainer because we want to feel fit and healthy. We hire the accountant because we feel overwhelmed with our finances and want to feel supported and taken care of. We choose the car because we want the lifestyle in the ad: the happy couple parked up on the beach in their new SUV, surfboard on the roof, tent in the back.
If you are regarded as the expert in your industry, people will naturally want to buy from you. They want a piece of your genius.
It sets a strong foundation for your business to flourish
Investing in good branding in the early days of your business sets a standard. You should design with your bigger vision in mind. Not for where you are today. This creates momentum and pulls you forward towards your big goals.
It creates focus and brings clarity
Don’t you love the feeling after you have de-cluttered your wardrobe? Standing back and looking at everything arranged by colour on pretty wooden hangers feels so uplifting and clarifying. Getting dressed in the morning no longer involves a stressed out rummage through clothes that are old and no longer fit.
A clear, concise brand feels the same.
You feel confident and focused on what you have to offer and your customers will feel this too.
So it’s time to take action. Set aside 10 minutes today to do a brand audit on your business. Ask yourself:
- Does my brand represent where I am today or my bigger vision?
- If a new customer lands on my Facebook page, is my message consistent with my website?
- Do my blog posts, sales copy, tweets and status updates have the same tone? Does it sound like the real me?