Your brand is much more than a logo: it’s the face and voice of your organisation and it tells people everything they need to know about who you are.
Look at some of the brands around you and take a moment to notice everything about them. Examine their colours and use of images, the fonts they use and their tone of voice.
If you didn’t know what they were offering, would it be clear from their brand? Does the brand appeal to your age group and demographic? Do you feel part of what they’re offering, or is it out of your reach?
The judgements we make about the products and services we use are constant, instant and often happen on a subconscious level. We’re bombarded with imagery every second of the day and the decisions we make are influenced by the images we absorb.
First impressions
Large organisations have brand guidelines that can run into hundreds of pages and govern every element of brand usage. From the size and position of logo and the style of photography in a brochure, to the tone of voice and length of paragraphs used on web pages, or even the layout and décor in a reception area.
When there are hundreds or thousands of people within an organisation, they need to know how to represent the brand in a way that delivers the desired impression – every time.
If you’re an individual or small team, you may not need a lengthy document to describe in detail how to present your brand to the world. But you do need to be consistent and recognisable – first impressions can easily be the last.
See how other people see you
Take a look at your visual brand: your logo, the images on your website and social media, the fonts you use. What does it say about you? Think about how you’re communicating with your audience or market. Is it by email, a basic web page, a CV? Or maybe you’re meeting people face-to-face, online or in person.
Whatever visual elements you use to represent you, spend a few minutes to try and see what other people see. Does it accurately portray you or your organisation? Your sector, your line of business, your values, your positioning?
Branding doesn’t have to be expensive – it can be as simple as a well-chosen font and colour. But it does require an investment of time and consideration to make sure your brand communicates on your behalf in a language people will understand.
And, while you may not need those extensive brand guidelines, you do need to establish your identity.
Elements of an identity
If you’re starting a new venture or undertaking a rebranding exercise, consider every element of your identity and how you want to be perceived.
What’s your sector? What experience do you have within it? Are you an expert and an authority in your field, or are you a new voice driving progress or pushing for change? Are you young, fresh and lively, or established, experienced and steady?
What are your values, or those of your organisation? Do you prioritise ethical practices over profit? Is your market international, or is your product or service targeted towards a specific demographic?
Does the language you use reflect your personality? Are the methods you use to contact people appropriate for your business sector? Is your website modern and relevant? Or are you handing out smudged literature printed on flimsy paper? Every contact point, over every medium, leaves an impression of who you are.
If you’re not getting the results you want, look at your brand. It could be working against you instead of for you.
