Branding isn’t just about your logo. While logos and color schemes visually make up your brand, your brand is also comprised of your personality and how you’re portrayed across various platforms.
Your brand strategy should consist of your target clients, your brand positioning, your messaging strategy, your visual identity, a content marketing strategy, website, and a type of “toolkit” to keep your brand consistent and your employees on the same page.
Every brand should have a style guide. These can be sent to your sponsors, internal departments, advertising agency, and anyone who will be promoting your brand in some way. Style guides are typically comprised of logo usage, color codes and uses, typefaces, mission statements, target audiences, and your brand’s voice and writing style. These are necessary to keep your brand consistent, no matter who’s working with it.
Sometimes, the way your Instagram is set up doesn’t mirror the way your Facebook is set up, whether that’s visually or informationally. It’s important that your social platforms mirror and complement one another, specific to their own platform. This helps solidify your brand and ensures your followers never wonder if your platform is associated with your business.
Naturally, your logo needs to be timeless and relevant to your industry. While it’s important your visual taste is represented in your logo, it’s also important the logo makes sense in its structure, color, and applications. Your logo design should involve research and a group of peers to review. It embodies the personality of your company and how you want prospective customers to feel when they see it.