You take your business seriously. You’re passionate about the service you provide, you know exactly who your ideal client is, and you’re busy spreading the word. You’ve got it all covered. Except for one thing:
Have you stopped to check whether your perfect clients are able to find you easily-wherever they search?
These days we all have an endless stream of advertising and marketing opportunities. So it’s easy to get caught up in the “go, go, go.” It’s great to be busy marketing, doing all the activities. But none of that will do you much good if your ideal client can’t recognize you from one place to another.
Here’s what I mean:
Whether online or offline, the person looking for your service should be able to recognize you easily, based on your brand image or identity. After looking in a couple of places they should be able to say, “yes, that’s the chiropractor Jane mentioned!” (or something like that).
As business owners it’s OUR job to make sure our ideal clients find us. And the best way to do that is to be consistent with our brands.
“Consistency” is about taking the visual brand you’ve already had designed and applying it to every medium-without alterations. It’s about taking those visuals and making sure things stay the same whether online or offline. It means making sure your company’s “face” is easily recognized, wherever you advertise.
Here’s 5 ways to keep your visual brand consistent:
your logo should be the same whether it’s on your website or your Facebook banner. That means resisting the urge to “spice things up” by making one logo different. Your logo is your logo-period.
When you’ve got a great tagline, make sure you get it down exactly the same each and every time. On your email signature. On your business card. On your rollup banner. Recently, Sarah Potter came up with this clever title for herself- “Sarah Potter-Mortgage Wizard.” Harry Potter fans will definitely notice and remember this one–and I hope she’s going to use it a lot!
Let’s say your company colours are teal, grey and forest green. Those 3 colours (or some combination of the 3) should be used without fail everywhere, from your ads to your website, to the rack cards you’re mailing out. Burgundy shouldn’t suddenly become a major part of your brand image.
- GRAPHIC ELEMENTS
If your visual brand has been designed with specific graphic elements, don’t switch them up. Let’s say you’ve been using cool icons like “thought bubbles,” oversized question marks and lightbulbs. Keep using them! don’t just suddenly switch to brightly coloured photographs. No one will expect to see that, and it’s confusing.
- PHOTOGRAPHIC STYLE
And since I brought up photographs, keep in mind that photos are also part of your visual brand. So if you’ve been using headshot-style photos, don’t suddenly switch to candid selfies of you and your staff. It’s unexpected and jarring.
There’s 5 ways you can keep your visual brand consistent across the board. But if you have further questions or wish or to book time to discuss your brand image, please click here. It would be my pleasure to help.