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Create a brand that is really different from others.
Free book preview:
Brand renegades
Learn how two entrepreneurs with unconventional business strategies turned their startup into a multi-million dollar company.
July 18, 2021
Read for 4 minutes
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Put simply, digital branding is your virtual footprint on the web – from the logo and colors to the tone of voice in online communication. Such brand identifiers set a company apart from competitors. Whether the goal is to build a multi-million dollar e-commerce business or a successful home business, creating a digital brand is the first place to start.
Five key concepts to think about:
1. Logo and brand colors
It’s important that both fit the feel of a company or product – visual elements that connect with what makes you (and your company) unique, so people can instantly know who you are. Of course, this will happen over time as you build brand awareness, but having a strong visual identity from the start will speed the process up. I recommend creating a branded mood board that includes images and graphics that will inspire you and reflect your vision. This makes the process of developing a visual identity more intuitive and meaningful. It’s also a great way to communicate your vision with a graphic designer. To save time and money while still getting high quality results, consider hiring a freelance graphic illustrator or designer from online portals such as Fiverr.com or Upwork.com. For an economical investment, you can have a logo created in just 24 hours.
2. Application of color psychology
Make each element count by using this term – broadly defined as the study of how color affects behavior and decisions – as part of the branding process. You will be amazed at the impact small tweaks will have. Colors have been shown to have emotional and psychological effects, so it is important to choose the ones that accurately and appealingly reflect the message you want to convey. For example, navy blue is often viewed as a traditional, dependable, and practical shade – which makes it ideal for accountants and law firms – while lime green exudes a futuristic and tech-savvy vibe and therefore could be a profitable option for software companies
Connected: The role of color in branding
3. Website design
Think of a website as your virtual property on the web. So make sure all content and products complement and complement each other so that visitors get a feel for the branding from start to finish. From photos to copies to fonts – even the space between paragraphs – everything should work together seamlessly. It is also imperative that you make a website user-friendly; make it easy and effortless for users to find the information they are looking for, browse products intuitively, and shop, especially when they are on the go. In a recent comprehensive analysis of global website traffic from Q1 2015 to early 2021, Statista.com found in part: “In Q1 2021, mobile devices (excluding tablets) generated 54.8% of global website traffic” Designing a mobile-friendly website is key.
4. Social media content
The use of social media platforms such as Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube is of course more and more indispensable for increasing brand awareness and can also be used free of charge. So use social media content to reinforce messages, connect with people who are interested in your offerings, and use rich visual imagery to help people get a feel for what your brand is about.
Connected: Use These Web Design Tricks To Grow Your Business Exponentially
5. Consistency is key
Brand identity should be indelibly clear in all forms of advertising and marketing (from social media content to digital ads). The more recognizable it becomes, the easier it is for customers to remember who you are – another reason it’s important to be consistent with your branding style, imagery, and color palette.
Kate Spade New York, for example, consistently uses bright colors, bold patterns, and playful imagery to shape her identity, while Michael Kors takes a sophisticated, elegant, and upscale approach. Whenever I see social media posts or advertisements from a brand, I can immediately identify content that belongs to them, even without logos. That is the power of a strong brand identity.
Connected: Create a brand identity that competes and convinces
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