But why is cohesive branding so important?
It’s simple: Your branding sets the tone for your business; it’s the first impression for potential customers, whether by visiting your website, following you on social media, or receiving a piece of marketing collateral in the mail. It’s important that your business comes across as professional and consistent no matter which avenue a customer takes to reach you.
1. Create a Memorable Logo
2. Use a Consistent Brand Colour Palette
Once you have a standout logo in place, the next step is to choose complementary colours for your branding. These colours will be used across all marketing materials, including your website design, social media graphics, marketing collateral and more. It’s important that the colours in your brand colour palette include the colours from your logo.
3. Choose Your Brand Fonts
Fonts aren’t just fancy lettering for your packaging, fonts and typography are essential to how people respond to your branding. The typeface you choose will help deliver the brand’s voice and impact the way people react to your brand because many will experience it through words, whether on an advertisement, your website or elsewhere. Fonts also enable you to create a particular personality for your brand.
4. Have a Version of Your Logo to go on a Light & Dark Background
Make sure you have the full file suite for versions of your logo to go on a light and dark background. It’s important that your logo is clearly visible on the background that you are placing it on. This is especially important when placing your logo over an image. Make sure the image does not detract from your logo, make sure the logo doesn’t get lost in the background image.
5. Create & Stick to Brand Guidelines
Brand Guidelines communicate a variety of things about your brand, both internally to your company and externally to the general public, and generally contain standards for the brand identity (mission, core values, tone, etc.) as well as your brand assets and the appropriate use of them (logo, colour palette, fonts, etc.). Your brand guidelines are composed of rules on how to use your brand’s visual elements to keep your brand consistent across all mediums. In order to create cohesive branding, take time to create brand guidelines and then stick to them.