7 Ways to Unify Your Brand Across The Web
Customers today seek brand experiences more than anything else. They look for credibility, values, and essence – all of which is delivered through a brand. And, creating a memorable brand calls for more than just a tagline. It needs perspective, knowledge, and the right efforts to create a brand.
Then again, creating a brand and unifying it across different channels are two different tasks. Once you have created a brand, there is a lot that needs your attention for unifying it.
So, what exactly does it take to deliver a unified brand experience across the web? Let’s find out!
- Define a brand strategy
Effective branding requires a well-thought out and strong brand strategy. Begin by gaining an understanding about the void you wish to fill through your brand.
- Who is your target audience?
- What is it that your customers want?
- How do you wish your customers to perceive your brand as?
- What is the goal behind the creation of your brand?
By answering questions like these, you will be able to generate a brand strategy. Once you have developed a resounding brand strategy, work towards building a resounding brand.
- Find your language
Choose a language style that does justice to your brand’s identity. Give a unique voice to your brand — one that your audience can resonate with. Whether you want your brand to be perceived serious or quirky, you can give it the tone that you want. But, then again, keep it consistent. Don’t switch languages. It will show confusion within your brand. And, customers need confident, compelling content; not confused communication.
- Express with colors
Color is the very first thing that customers recognize when they think of your brand. When it comes to choosing a brand’s color palette, combine emotions with value. Find a good logo maker and use colors that depict your brand’s individuality while creating your logo. In fact, not just your brand’s logo, but its packaging, website, and all other forms of marketing and communication should have a creative use of colors from your chosen color palette.
- Choose the right fonts
Another important way to unify your brand presence is to select relevant fonts or a typeface. Make sure you pick two fonts for all your communications. The headings font should be big and expressive while the body of the text should have small fonts. Your choice of fonts should be based on your brand’s values. If your brand is modern, choose a modern typeface. If it’s conventional, then opt for a traditional looking font. All in all, your selected fonts should be readable and complement your brand’s overall identity.
- Make website responsiveness your brand’s best friend
While companies strive to create a unified brand image across the web, what they often fail to notice is their website’s inconsistency in doing so. If your website is not easily readable on all types of devices, then it fails to capture your brand essence. Give responsiveness the much-needed attention and get a mobile-optimized website which remains consistent on all devices, be it a desktop, tablet or a smartphone.
- Give your brand the power of visuals
Brands need the power of visuals to leave an impact on their audiences. High-quality pictures can change the way a consumer looks at your product or service offering. They say, “a picture is worth a thousand words”, and if used wisely, then your brand images can speak volumes about your products/services. Therefore, give visuals the priority they deserve and make your images look coherent through filters or photo editing.
- Consistency is the key
From logo to icons and tagline, all the brand components should remain consistent throughout your marketing collaterals. This means your logo, tagline, and messages should iterate at the same location in all your visuals. You may not know it, but this small yet equally important step could generate positive brand impressions, and generate confidence in your brand amongst your customers.