Your brand is like a cake, there a so many uniquely chosen ingredients that go into making it taste and look a particular way and we need to get that recipe JUST RIGHT to really get that connection with your ideal client and see some amazing results. Some of the well-known brand elements (or ingredients) are logo, colour palette and of course – your business name. Who wants to hear about them again right? So here are 3 less known but ESSENTIAL brand ingredients that I want you to start considering and implementing from today.
The way in which you communicate with your audience through words or speech. For example, what you say when you greet your client, how you respond to DM’s, what is written on your website? All of these things matter because they say something about who your business is and what people can expect from you.
In practice, this might look like:
If your brand is more formal/serious you might say/write: “We are honored to have you here”
If your brand is more informal/relaxed then you might say: “We are so so happy to have you here, woohoo!”
QUESTIONS TO ASK ABOUT YOUR TONE OF VOICE:
+ How important is grammar?
+ How do we speak, formal or informal?
+ Are we humorous or serious?
+ Do we sound youthful or mature?
Consider Aesop and Glossier, two brands in the beauty space with very different vibes. Aesop has a more heritage vibe, some could say they are a little serious. In contrast to Glossier who is youthful and fun. Take a look at the difference in their tone of voice in these extracts taken from their website:
Aesop – “A sincere interest in intelligent and sustainable design extends to every aspect of Aesop’s workings.”
Glossier – “We work to create magical experiences for our customers. We strive to earn our community’s trust, and to bring them joy, with each decision we make.”
In the day and age of content, images are everything, and the well-known saying is true “A picture says 1000 words” – so what do you want your pictures to say? The answer to this will look differently depending on your brand but the important thing is that we aren’t choosing random images to use within our brand, we are being intentional about the images we choose. We want to be considering:
Top tips: Create a mood board on Pinterest or take screenshots of images you see online and analyze what it is that differentiates and makes this style of photo what it is- what sort of lighting are they using, and what is the crop like? Write down notes on this and try to recreate it. Remember, you won’t nail your imagery style straight away but practice makes perfect!
Customers go through an experience with your brand from the moment they first become aware of you to when they are actually with you, experiencing your service or using your product and then during that ongoing relationship. We want this journey to feel cohesive and intentional at every touch point so that our clients know what to expect and feel engaged throughout. If we aren’t creating a branded experience strategy we are missing out on so many opportunities to make our clients feel good and get them excited about buying from us.
When creating a branded experience strategy you might consider the following;
There is no right or wrong answer to these questions, a good or bad branded experience is how closely we do or do not meet our client’s needs and every client group has different needs (which is why it’s essential to know your target audience, but that’s another blog for another day!)
I’d love to invite you to join Brand Creator – my DIY branding club where you’ll become confident and empowered to make the best branding decisions for your business.