Elements for creating a cohesive brand

Branding Graphic Design Web Design

A business’s brand is quite simply its identity. It’s a story you want to tell your target audience– a story that expresses the promises you will make to your consumers. Branding spans everything you do from your website design, to print materials and conventions or conferences you sponsor.

Since your brand is all about reminding your consumers who you are and what you have to offer, it is crucial you are presenting a cohesive brand in everything you do. If you aren’t, you run the risk of confusing your audience with an unclear message.

Read these 4 tips for ideas on creating a more cohesive brand.

Well defined message

When it comes to your brand, you are the expert. When you are reviewing your entire branding package, you want to make sure it is clearly telling your story to your target audience. If your company or product’s message seems muddled or confusing, chances are it will be to the consumer, too.

Logo Design & Usage

Your company’s logo really becomes your whole visual identity. A great logo comes to stand for your company or business. Don’t cheap out on a logo design. If you are not trained as a graphic designer, hire one to design your logo and then use it. Your logo should be included every where: websites, business cards, flyers, promotional materials, banners, social media websites and anywhere else you promote your business.

It’s also a good idea to create a few versions of your logo. Your logo should look good and be recognizable in a variety of sizes. Have both a horizontal and vertical version as well as a black and white version. This will optimize your brand continuity no matter the medium.

Consistent colors & fonts

A cohesive brand is as much about your visual identity as it is the message. When designing your company’s website, print materials or any other promotional materials (regardless of the medium), you should use a consistent color palette that complements the colors of your logo.

Be mindful of your font choices, as well. You should use the same fonts across different marketing components. These fonts shouldn’t be overly ornate or difficult to read. Headlines are the best place for a little more font creativity. Even still, you should stick with one or two creative fonts for the headlines of all your marketing materials.

Create a culture around your brand

Ultimately, the goal of creating a cohesive brand is about getting your audience to connect with and respond to it. If you can develop a loyal customer base, these people can become the best ambassadors for your brand.

Think about it like this. You want your brand to become a part of people’s lives. To accomplish this you have to fulfill a need your audience has. If you can consistently fulfill this need over time, your audience base is much more likely to share your brand with their friends and family.

Your brand is how you are known.

Regardless of the medium you use to present your business or organization, your message needs to remain the same. You want to tell your audience who you are, what you stand for and what makes you better than your competition. To accomplish these things, you need to have a cohesive brand.

Make sure you:

  • have a well defined message
  • your logo stands out and is used as a unifying symbol of your brand across mediums
  • you are consistent with the colors and fonts you use
  • create a culture around your brand

If you keep these points in mind, you can expect stronger brand loyalty, because your patrons will have a clear understanding of your mission.

Interested in learning more about creating a cohesive brand for your company? Contact Hub & Spoke today to see how we can help.

You Might Also Like

© 2014 Web Design, Branding & Marketing Insights from Hub & Spoke.