By Rochelle Joseph.
Harness the power of brand continuity in 2016! Many of our clients come to Nicte Creative Design seeking to create, strengthen or recreate their branding. And now is a great time for it!
The dawn of a new year is full of opportunity, filling us with a sense of refreshed motivation and new perspective. The world seems a little quieter as everyone recovers from the holidays and focuses on what’s ahead — so January naturally becomes a great month for reassessment and goal setting.
Since our process is to work with our clients in an in-depth way, one of the first things we do to is to help them assess their company and service or product identity.
We see brand continuity as three fold:
1. YOUR VISUAL IDENTITY [tdivider style=“underline” color=“#433f43”]
Your logo, colors, typography, photography, patterns, tag lines, mascots or characters/spokespeople.
2. YOUR DIGITAL PRESENCE [tdivider style=“underline” color=“#433f43”]
Communicating with your clients online — from your website to social media to blog posts, ads and articles.
3. Marketing CONTINUITY [tdivider style=“underline” color=“#433f43”]
Carrying your brand into the world with consistency, across all on-site visuals to printed collateral to posts on your social media platforms.
Once you have your visual identity set, the other two elements need attention.
Whether your website is well established or you are creating one, we ask:
- What do you do/offer customer? Is that clear on the top of the landing page?
- Is it easy to know what to do next? Is there an obvious call to action button to buy, book, get more info or contact us?
- Is your contact info – email, phone numbers, address — CLEAR and OBVIOUS, on the top and bottom of the “fold”?
- Do the drop down menus clearly illustrate what a customer may be looking for? Are they easy to navigate or do they have to dig? Are terms too ambiguous? Can a user get to what they want directly by using them?
- And — key for SEO — are you adding valuable content of some kind each month?
- Do you have the icons that hyperlink visitors to your social media platforms? And are they clear and easy to find and click?
Here are two great examples of companies who do that well.
We love working with PetsBest.com, a pet insurance company. Their website is easy on the eyes and makes it simple to do what you’re there for — find more information on what they do, get a quote, or contact them.
Their bold colors are appealing and identifying: navy and teal on white, with calls to action highlighted by a deep orange-red. Notice how they have their phone number listed both above and below the fold. And at the bottom, sizable icons hyperlink to their four social media platforms.
Social media is where the brand continuity ball often gets dropped. Learning to maximize it as a business marketing tool has become, for many, an essential professional skill.
The good news? Social Media marketing is low cost, potentially far reaching, and offers something extremely important that’s often overlooked: one to one contact with your customers. Not to mention that you have total control over your posts and how your company interacts with the public.
- Which you choose depends on your product or services. But DO choose platforms — usually two for most— that best reaches your target market.
- Focus on getting content up on a regular basis.
- Commit to at least one post a week every month. (If this is a challenge don’t let the ball drop. Find someone who can help you with content and scheduling).
- Your branding continuity should carry across your social media platforms just as it does to your website. If this is a problem area, Nicte Creative Design can help.
The Flatbread Company is a great example of branding consistency that excels across the board.
The graphics they use are immediately recognizable and the common thread in all they do, along with their theme of great food at great prices, community and philanthropy (from giving 10% of all proceeds each Tuesday to neighborhood causes, to serving much of their healthy fare from local farms, to having local entertainment).
Each of their 14 locations also has its own Facebook page, with continuity of graphics, menu, and mission throughout… yet each express their own personality, which is shaped by the location –again, part of the branding. So the one in Maui and Hampton, NH, are surf oriented, the one in Whistler, B.C. reflects the ski area, and so on.
As you take a look at your own branding and digital marketing, study companies similar yours who reach out to the same market as you and are doing a great job of it to inspire ideas that we at NCD can help you execute.
Now is a perfect time to do this! Contact Nicte Creative Design and let’s talk about how we can partner with you to harness the power of your brand’s continuity and make 2016 be your best year yet!