You know, I really don’t like green in the digital world – I find it such a hard colour to work with, and it’s become a colour that I personally avoid online for my own work.
A surprise then that this website was originally very green – see older blog covers. I’ve no idea how it happened but it dawned on me over Christmas and how I actually wasn’t in love with my own site.
Cue, a new colour palette which I am now in love with! Head over to my Insta to see it in its full glory, deep blues and yellowy-gold.
Which brings me nicely onto colour psychology. Something I had been very aware of working with numerous brands over the years, but I did dip back into it again when trying to decide on my own colour palette. Blues and purples are my favourite colours in any case, but it was nice to see that blue evokes feeling so of trust, dependability and strength. Have you ever looked into what your colour branding might mean? It might surprise you…
We all know how important a strong and consistent brand is for your business or venture, just what are the steps to get there though? If you have the budget, you could hire a designer to help, but the following steps should always have you involved.
- Create your amazing mission statement! This runs alongside all of your visions, aims, goals, dreams for your business and it does really help shape your brand. For example, with Gwe Cambrian Web our tagline is “Getting Wales Online”, but our mission statement is to increase the use of Welsh on digital.
- Always check out your competition. See what other people in your field are doing, not only for ideas, but also it’ll help you see some gaps and give you ideas as to where you can fill in. You might already have a good idea for a brand or logo, but spot competition already has it, which is another great reason to check them out. Just don’t get bogged down.
- Figure out your target audience. It’s a horrible task and I hate doing it but it’s really useful. One method I see often is thinking of your “perfect client”, and mapping that client out (Sophisticated Sarah anyone?)
- When it comes to creating your logo, there are a few considerations. You’ll want to decide on colours (colour theory is a major part of any brand creation), fonts and your tagline. You can even extend this further and think about how you want to come across – because your logo is going to be your first impression to many clients.
- Decide on your brand language. This comes up a lot when I go to conferences, and it’s really easy to think, “yes, I’ve got it down”… and then write completely differently. Tone of voice and the language you’re going to use is all part of creating that authentic (sorry, buzzword!) brand.
- Finally, get yourself a brilliant brand message and “elevator pitch”. Super important if you’re going to networking events and conferences, so you don’t stumble over your words when someone asks what it is you do? I’ve been there, and usually end up saying, “oh not much really, just design websites”. Which is bonkers.
I’m keeping the title simple. I absolutely love branding – I love everything it encompasses, and am always taken aback by the businesses that don’t take branding seriously.
Is it because they don’t know what it is? Is that the challenge? I don’t think so. I think that most businesses do know what branding is, but they don’t actually appreciate or value its importance. That’s the challenge.
A strong brand is super important for a few reasons. Not least because it leaves a memorable impression of your business to your possible and current customers. People begin to recognise the brand, especially when we now live in a world where marketing is all around – offline and online. The stronger your brand, the more likely it is that customers and potential customers will both recognise it, and become loyal to it.
In short, a strong brand encourages trust. It can inspire employees, supports your advertising and creates a strong message for your potential clients.
Now, we should move onto some buzzwords: what makes a good brand? A good, strong brand will have excellent and memorable aesthetics, it will evoke trust, be easy to understand, be honest, have a personality and be innovative. I’ve talked about this a lot with Gwe Cambrian Web, so if you already follow my businesses these words shouldn’t come as a surprise. Think about a brand, and does it evoke all of those buzzwords? Remember, a brand isn’t just the logo, it’s the colours used, the fonts, the tone of voice, the style and feel. All of this comes together to create a strong brand, with personality. And isn’t that exciting!