A brand image is more important than many businesses realize. When your visuals or messaging are outdated, inconsistent, or target the wrong audience, you won’t reach the heights you hope for in business success. While it may seem like your brand is just a few colors and font choices, it translates to how your message is received and viewed. If you don’t take your brand image seriously, you’re likely making mistakes in terms of visual consistency and technique.
Across all platforms and websites, you want your brand to connect visually. You’ll typically use the same brand colors, fonts, and visuals whether you’re posting on social media, sending out an email, printing physical signage, or creating a website. Using a red color scheme on social media but a blue one on your website can be confusing for your audience. Opting for a cursive script font in emails but a modern font on business cards can give mixed messages about the type of services you provide. When you’re consistent about your brand visuals, it’s easier for your audience to remember you. It also makes your brand look well-organized and reliable.
Font choices reveal a great deal about your brand. A script font can hint at elegance, while a playful font can be great for brands catering to kids or families. Regardless of the type you choose, you will want to ensure it’s legible. It should be easy to read, especially for the target market. Some heavy script fonts can be difficult for younger generations to read. Overly stylized fonts can impact the effectiveness of your message. The words you use matter, too. Your copy should be free of errors or confusing writing styles. Trying to save money on writing services can severely impact your brand’s success.
Your team should be familiar with newer graphic, logo, and website design trends. If your website looks like it stepped right out of the 90s, it may convey a lack of attention to detail in meeting the needs and expectations of modern customers and audiences. Keep clean and contemporary designs in mind. Ensure your online profiles are accessible from mobile devices. Don’t be afraid to hire a professional graphic designer, web designer, or brand consultant to keep your imaging updated and on target with your goals.
Print marketing isn’t going anywhere. There is still significant marketing value in physical printing, especially for certain target audiences or industries. You’ll also still rely on it if you need to package physical items or post physical signage anywhere. If your business taps into physical printing methods, your brand can suffer if you opt for an insufficient option. The lowest quality cardstock will make the paper appear flimsy and unrefined. Low-tier printing techniques or finishes can make any colors dull and unremarkable. Ignoring eye-catching print techniques, such as lenticular pictures or title embossing, can easily put you behind your competitors. Low-resolution images will look awkward and fuzzy in print. Choosing wasteful packaging materials, especially for eco-friendly businesses, can lead to the loss of valuable markets. Don’t opt for cheap, sloppy, or low-quality techniques. Putting effort into your physical materials will show that you can go the extra mile.
Just like your brand visuals, you should use a similar tone and voice when you “speak” to your audiences. Switching from formal to casual language in email newsletters and social media can be confusing. Using the wrong tone with the incorrect audience can make you appear unprofessional at best and untrustworthy at worst. Pay attention to your target market and maintain a consistent voice, whether you aim for a casual, Gen-Z-type language for younger audiences or a formal, polite, and professional tone for older audiences.
One of the most important factors to consider is your audience. What your brand looks like, sounds like, and caters to will all depend on your target audience. The biggest mistake that businesses make is not considering their audience. You may be an older adult running a business, but that doesn’t mean your audience will be. Understand who will be using your business the most, and create customer persona profiles to help you tailor your brand around these individuals. Teenagers aren’t going to need gutter cleaning services, just like a middle-aged single businessman won’t likely care about a teenage makeup brand. Know who your customers are, and keep them engaged and cared for.
You don’t want to make mistakes when it comes to your brand image; it can cost you your business. If you find that your font styles, color choices, and voices are inconsistent across the platforms you appear on, ensure that you make the necessary changes. Stay updated with current trends and technology to make your brand appear educated and modern to your audience. Identify your target market and cater to them effectively. When you opt for physical printing, don’t cheap out on materials. How your brand appears to your audience will define your success.
