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Dennis Thorgesen
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Six tips for cohesive branding

Published on 7/18/2015
For additional information  Click Here

Six tips for cohesive brandingSmall logo

Cohesive branding has become more important because of the clutter on the internet. This relates to personal as well as company branding. For personal branding, how many people share the same name? How do they know they have hit on the right name?

Brand fonts

Anyone who went to college in the late 2000’s knows the font colleges wanted students to use was Times New Roman in 12 pixels. The two years I spent tutoring for four different online colleges taught me this lesson well. In business, you can choose any font that suits you. Your choice does need to be readable by your audience. brand font choiceYou also have to consider how many people are going to be printing what you share. If you believe there will be many, choose a font that saves ink for those who do.  Whichever you choose use it consistently every place it is possible, including emails, websites, and any place you create content that allows you to choose.

Brand colors

Let us start with the logo. The first and most important thing you have to understand is if your logo does not work in black and white, it isn’t going to work in color. When you choose your colors, you want them to be what pleases your audience. A customer buying car parts isn’t going to want to see pink all over your website or social media. Pink will work well though for a dating site and its social media. If you believe colors help with buying decisions, which we do, you can easily search the meanings of colors for business.  Lisech eMarketing large logoIf you are trusting this to your logo creator or website builder it is recommended that you ask questions to make sure they understand what works.

Content (voice)

Whether you create your own content or have it, created for you, your brand voice matters.  Customer expectation always has to be taken into consideration. People expect companies to act a certain way. Would you expect a dating site to be serious?  Have you ever seen a bank that uses fun to find customers?  Is your company fun or is it serious? How well educated is your audience and are you communicating to their level? Does your voice carry through to every form of communication you use? One of my favorite list builders keeps me reading his blasts because they are funny. When I pulled one of his blast articles to my spell and grammar checker, it looked like a holly branch at Christmas time. The color for misspelled words is red, and for a grammar error, it shows green. All the other content he creates is much more serious which to me says he is not staying within his brand voice.

Graphicspublicity graphic

The graphics you use should always be brand specific. This means use your brand font and colors in them. A recent article I read talked about vehicle signage. It was referring to how many do not stand out from the clutter. Your graphics, no matter where they are found won’t stand out unless they remain brand specific. They should be kept as simple and clean as possible. Your brand voice should be part of them.

Ad copy

Ad creation or ad copy is under the branding umbrella for a reason. Something you have to take into consideration is where are you using it. If you are using print media, you want as little color as possible. Excessive color costs extra when printing and may not be the best use of your advertising dollar. Your brand colors and font is also a consideration. You are not only advertising your product, service, or special, you are advertising the brand as well.

Billing

I wonder how many people realize the bill you send reflects on your brand. It is the same for online or offline billing. A few companies are best served with a lack of flair. In those cases, many advertise plain brown wrapping. Most companies can be creative within the limits of their brand identity. If would like more information, please click the visit website link above. Cohesive branding will make a difference only if you use it. ©July 17, 2015 6:30 PM CDT Dennis Thorgesen, Lisechglobal consulting, Lisech eMarketing, all rights reserved.

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