We all have a name so others can identify us. When you mention someone’s name in conversation, you can get an instant picture of them.
The same happens with a company or business, and it happens through branding. Branding is not only your agency’s name but everything that makes you identifiable: color, logo, font, and voice. Even more, branding causes a memorable impression on consumers. When your clients see your brand, they can even perceive what to expect from it.
But strong and effective only works with one other element: consistency. This brand quality will help create harmony for your brand, and send a more direct message for your consumers, even for your competitors.
How To Create Consistency In Branding
In visual terms, branding is all about how all its characteristics combined create a solid perspective for the viewer. Businesses often make the mistake of not being aware of how others perceive their brand.
Follow these steps and you can ensure that your brand will not only be effective, but consistent.
- Come Up With New Ideas For Your Branding
You may be creating a brand from scratch or renewing your old one. Either way, make sure you include your team and a designer in the process. This will help unify your brand and get different ideas on how to give a better shape to your agency’s branding.
Your team will help you have a more solid opinion on the components of your branding, such as color, voice, and the final logo. The designer will make sure all your assets are high quality and complete.
- Develop Brand Guidelines In Writing
Having a written guideline will help everyone in your agency have a clear view of the brand’s message, how logos, colors, fonts, and designs can be used, and the voice that should be used in written communication.
When your team needs to use a brand element or write a post, they’ll have the guidelines in writing, and all forms of your brand can stay the same no matter who uses them.
- Train New Hires In The Brand Guidelines
Every time you have a new hire join your team, make sure to share the brand guidelines. This way, every new member can maintain the consistency of your brand.
- Give Employees Access To Collaterals
Give your team members easy access to your logo, color pantone of your brand, and font. Doing so will remind them to include each of these every time they send an email, an invitation, and any other message that could be marked with the agency’s logo. The main objective of branding is to have it everywhere possible, without abusing too much.
- Assign Branding To A Team Member
Branding usage mistakes can happen, but they can also be avoided. Assign a team member the task of always assuring branding is present in your inner and outer communication — potentially a marketing coordinator. This is key to making your branding consistent.
Creating Your Branding Strategy
To create your branding, you need to give as much energy into it as possible. Up next, we’ll talk to you about the elements you must take into consideration to ensure you have all the elements needed to create a complete branding strategy.
There is a study called color psychology, which explains how colors affect people’s perceptions and behaviors. You can choose a color to transmit a message to those interested in your brand. Through color, your brand will be able to persuade consumers and direct them to your agency and not others.
Choosing a font for your brand is probably the hardest part when creating your agency’s branding since there are thousands of options to choose from. The secret is to select a font according to your agency’s essence. As colors transmit a certain feeling or message, so do fonts. If your agency wants to communicate creativity, seriousness, joy, elegance, make sure your font says so.
Certainly, a logo encloses the image of your company. But after creating a logo, you have to decide what type will suit your agency better.
- Wordmark: Considered the simplest type of logo; this type casts the name of the company, where font and color are the essential elements to use.
- Lettermark: Also a logo composed of letters, but this one is composed of the initials of the company.
- Brandmark: Composed of an image, icon, or symbol, where no words or letters are used.
- Combination mark: This one involves a combination of wordmark and symbol, allowing versability when used. Both can be letters and image can be separated but still understood by the viewer.
- Emblem: This type of logo is also a combination of text and symbol, but the text appears inside the symbol. They can’t be separated from one another.
How you deliver your message matters. This brand asset is closely related to your agency’s mission and vision. Your terms and unique way of communicating is what will make your agency transcend over your direct competitors. You can accomplish this by stating your company values and or its objectives. The reason why you started your agency can positively differ from others.
Discover Your Brand’s Purposes And Succeed In Branding
In the end, what will make your agency’s branding succeed is knowing its core values. When you, your marketing and sales team, sit together, and pinpoint your agency’s values, branding will be a matter of design and imagination.
If you consider all the branding assets mentioned above, combined with the real and unique essence of your agency, you will succeed in your branding strategy, and in communicating your agency’s message and vision to your clients.
LEARN MORE ABOUT MARKETING STRATEGIES FOR AGENCIES