I hope that you’ve all had a great week and are ready to head into the weekend. We are preparing to receive another typhoon where I am currently living which means rescheduling events and generating needed PR for my local clients along with securing our home. As you can imagine, there’s a lot of PR involved in cancelling events and getting the word out about when they will eventually be held. It can be stressful but effective communication during times like these can do amazing things, both positively and negatively, for your brand identity. Forces of nature create defining moments for brands and I love seeing how we can do some positive identity building as we adjust to unexpected occurrences.
Even though it sometimes feels like we are in Typhoon alley, our storms often deliver the most amazing cloud formations. Mesmerizing and inspiring, I love going outside for some creative inspiration.
Which brings be to my Brand Insight for this week…
Communicating Your Brand: How Are You Going to Talk Yourself Up?
Over the past few weeks I’ve been sharing with you a specific process of brand identity development as these steps can mean the difference between ruining your (and/or your brand’s) reputation or creating long-term success for your business. Here is what we covered so far:
- Defining your Brand through defining your passion and purpose
- Logos: The core of your visual identity
- Positioning: Determine your target audience and place yourself right in from of them
Next is Communicating your brand. This is the part where you tell the world who you are, what you do, what makes you unique and why you’re better than all of the other options that your potential clients and customers have. Here is where your tagline comes in as well as your bio and any introductions that are made about you. You’re going to be establishing how you’re talked about-what your buzz is. You will also set your brand promise here-what clients can expect when they work with you. It’s important that all elements of your communication are consistent. A good practice is to set a vocabulary list-keywords-that consists of terms that should run throughout all of your brand communications. Distribute this to your team and be sure that these words permeate all of your media.
Being consistent with this keyword list helps potential clients to remember you. If they are coming across the same set of words (maybe arranged differently) as they read your homepage, business cards, blog or LinkedIn profile, your name will stick in their minds which is a huge advantage in the overloaded minds of your target audience. Clarity and consistency are the name of the game.
This week I’d like to explore the color RED. Red is a very powerful color. It’s full of drama and excitement. Keywords associated with it are passion, heat, power, excitement and danger. Clearly this color shouts for attention. It also inspires quick decisions and stimulates the appetite. Notice how many food sites use red quite extensively. A perfect example; check out the famous Food Network’s logo.
I often obsess over my home office. How to arrange all of my toys, what colors to use, where to place my inspiration board and my books. One of my favorite hobbies is exploring the different ways people build their workspaces and imagining how I might replicate different looks in my own office. Below are a couple of photos of different office decor collections from DigsDigs. See anything that you might use for your office?
Have a fun and safe weekend everyone. See you after the typhoon!
Pure Designs is a creative company I launched that offers graphic design and web design services. With over eleven years of experience in Marketing and Design, I have a wealth of information and inspiration to share. I love what I do and look forward to each and every day that I can design. View my portfolio here to see a selection of my work. Please feel free to post a comment to my blog or use the contact form on my blog or website to reach me with any questions or to book a consultation. Talk soon!
- Brand Positioning: Determine Your Target Audience and Speak Right To Them (jenniferbeatty.wordpress.com)
- The Core of Your Brand Identity: Your LOGO (jenniferbeatty.wordpress.com)
- When a Brand Identity Gets a Second Meaning – Let’s Hope by Chance… (ukbrandstrategy.com)