Companies and organizations need to be distinctive and have a consistent brand identity. It is crucial to have a cohesive brand identity in order to make your company easily identifiable, credible, and marketable.
Although it can be challenging to maintain a consistent brand identity when multiple people have contributed to the branding of the company’s name, this is still a vital aspect of marketing.
The company’s brand identity should be consistent with its values, vision, mission statement, and core values. It is essential to have a cohesive brand identity in order to differentiate your company, product or services from others. Your emails, website, brochures, and other marketing materials must be consistent across all platforms. Customers will be able to easily recognize your company’s branding and the values they represent. You can do this by selecting certain colors, fonts, and graphics. Through increased exposure via social media, a cohesive brand identity can help you attract new customers.
What makes up a cohesive brand identity
The brand identity of a company is comprised of many key elements, such as a logo, colors and font styles, tone of voice, design patterns, and a logo.
A cohesive brand identity can be created by understanding your target audience and the attributes that will make them most compatible with your brand. A great way to create a brand identity is to incorporate your values, vision, mission. Your audience will be able to identify with your products or services if all information is consistent throughout all marketing materials.
Here are some creative ways you can implement your brand identity.
​Increased brand awareness and recognition
​It is important to make branding easy and understandable when creating your brand. This will allow you to reach a wider audience, and increase brand awareness. Your audience will be more likely to purchase from you the more they know about your brand.
Remember that many people will search for information on a company’s website, including links to their social profiles, before making a purchase decision. Your brand will appear more trustworthy and reliable if you have a consistent website design.
Promotional giveaways are a great way to increase brand awareness. Promo giveaways are a simple, cost-effective, and affordable way to promote your brand. Although elements of a cohesive brand identity are likely to be in your products, they may not always be visible to the customer. Consumers can connect with brands through promotional giveaways. They don’t even have to touch the products or services. You can use brand swag, coasters and mugs as promotional giveaways.
​Cohesive visual representation
A cohesive visual representation refers to the consistent use of visual images in a consistent manner to create one impression or a cohesive brand. The colors, fonts, images, and designs you use when designing a logo must be consistent across all marketing materials. Images of your company and products, letterhead, business cards and other business documents are some examples. This ensures that customers will be able to see the same visual elements when they read your marketing materials.
​Consistent messaging
Consistent messaging refers to the creation of messaging and content that is similar to the company’s marketing channels. This helps customers visualize the benefits of your products, services, or website. This helps customers feel that you are trustworthy. A brand message that people trust is one that includes relevant content and has a direct connection to the company’s products or services. This applies to written content as well as visual content such images, videos and infographics. This can include customer service content and call center information.
Cohesive voice and personality
A company’s tone and personality must be consistent throughout all marketing materials. This is called cohesive personality. Understanding your target market and what they are looking for from you company is a way to do this. You can do this by conducting customer surveys and searching the internet to find out what customers think about the company. This is how the outside world views a company and the commitment it has to ethical business practices. It does not only affect the employees. It is associated with pertinent messaging, professional conduct, good relations with the public, and good communication.
​Personalization of marketing materials
Personalization is when marketing collateral is created to meet the specific needs of the individual. This can include the creation of marketing materials that are personalized for a particular customer. You can personalize your online experience or marketing automation software. One example of this is Amazon’s recommendation engine. This recommendation engine helps to personalize the customer’s shopping experience by suggesting products that may be of interest to them. This personalizes the shopping experience and makes it easier.
​Choosing the right colors, fonts and images.
1. Both brands and materials can simultaneously use different fonts, colors and shapes.
2. Marketing collateral should use similar fonts and colors
3. Your logo colors can be incorporated into elements such as email signatures and social media accounts.
4. Your company’s brand colors can be incorporated into the signage printables
5. Your company colors should be used on your website
​Finally, connecting with Color
The best way to connect with your audience is through color. The International Color Council outlines five main ways color can be used to create a brand identity.
1. To draw attention to a particular movement or event
2. Highlight a particular feature of your service
3. Establish a tone in your business to set the mood
4. To be a leader among your competitors
5. To signify a brand message
Conclusion
It is important to create a brand identity that is cohesive. You have probably noticed that your brand identity can be quickly implemented using these seven categories as the foundation for your business. Our team can help you create a strong brand foundation for your business using our brand identity expertise, which we currently utilize in our own marketing. Contact us today to schedule a strategy call and we can help you with the heavy lifting.
