When you see a red and white bullseye these days, you automatically think Target stores, right? The logo has become more than a signature; it’s their fingerprint. You want to be equally identifiable to those who know you, and defining and sticking to your brand is a critical step in doing so. But is your brand just a logo, or is it something more?
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions of your organization. It is defined by the parameters of name, logo, color palette, fonts, imagery, and copy. So, once you clearly understand what your brand is, how do you begin setting these parameters?
First, and this is important in all areas of marketing (as we’ve mentioned it before), determine your audience. Are you appealing to business professionals, kids, teens? Each demographic is going to respond to different stimuli.
Which brings us to examining the tone of your message. Are you casual or more professional? Conservative or cutting edge? Recognize that colors and images speak as loudly as words when it comes to telling the public who you are. For example, a hospital might choose conservative colors and professional images, while an organization that works with kids might choose bright colors and animated images.
And finally, see what others in your arena are doing and how effective they are. If you see an organization that is successfully reaching the demographic you are aiming for, consider emulating their branding style.
Once you have a good idea of who you are, you may be ready to sit down with a professional marketing agency like The Winn Group to nail down your brand. We can help you establish a brand guide, a rule book of sorts, to keep your image consistent and protect the integrity of your identity as an organization.
For more about branding, sign up for our upcoming web clinic on Effectively Branding Your Organization! And don’t forget about all the other great web clinics we’ve got coming your way in June. Space is limited, so reserve your spot today!
Disclosure of Material Connection: The Winn Group has not received any compensation for writing this post. We have no material connection to the brands, products, or services that we have mentioned. We are disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”