Brand.
One word that says so much without saying anything.
Have you ever imagined what makes you stand out or what makes you unique? Your brand is just that: it’s everything about you that you both do and don’t do, consciously or not. It’s your image, language, tone, stationery font and the colors of your marketing collateral. It’s your employees and your customers, what they say about you and how they say it. It’s your physical and virtual presence. Your brand is how others recognize, identify and remember you, good or bad. That’s why it is important to shape your brand to create a positive lasting impression.
While the intangible elements of your brand are crucial, this post focuses on the tangible elements created by your marketing communications and/or public relations efforts. Marketing materials, particularly brochures and websites, can be the most recognizable pieces of a company’s brand. These “first touch” elements are often the earliest exposure someone has to your business and what draws them in to want to learn more (or not). So when crafting your brand, consider your options wisely. Here are a few items to keep in mind when building your brand and branded materials:
1. Look inside.
What does your company do? What is your mission? What about your environment or culture? What do you want others to think or remember about you after reading your collateral or visiting your website? These affective questions should help to shape your content design, layout, color theme, font and font size. They reflect who you are, what your organization stands for and should be memorable (in a positive way). Simple and basic styles and designs are preferred over the busy and complicated. Remember: Your design should be reflected across all of your marketing and communications, from business cards to exhibit booth, stationery to signage. Consistency is key, so something simple—but not too simple—can help it be memorable.
2. Use professional images.
Your brand should exhibit quality in all forms, and this is particularly important when creating or selecting images for your site or collateral. Be sure to use professional photography and/or illustrations. Blurred images or amateur shots washed out by a flash are unacceptable. There are many free and low-cost stock image sites available, including Unsplash, Canva, Shutterstock and others that are filled with millions of professional images for virtually any use. Free is fine, but a small investment into a paid subscription if necessary will go a long way for your identity.
A statement of caution: Do not copy images from the Internet or another source without permission. Photographic or illustrated images are the creator’s intellectual property, and copying and pasting their work into your content without permission is a violation of the law, their copyright and simply bad practice. No one wants to launch a brand with a cease and desist order.
3. Use proper writing and grammar.
Your marketing pieces should be designed to inform and entice your readers to want to learn more. Remember, your reader may not be as familiar with your product or service offering as you are, so filling your marketing materials with improper grammar or industry-laden jargon is ill-advised. Write in full sentences, punctuate properly, use proper grammar and shape your story with descriptive items and phrases. Try to put yourself in your reader’s shoes and go back to basics. What product or service do you provide? What does it do? What benefit will they get from it? Most importantly, what’s in it for them? Your writing doesn’t have to be stuffy or formal. Readers will understand your content best when it’s presented as a casual conversation.
4. Proofread, proofread, proofread.
The purpose of developing your marketing content is so that it will be read and remembered. Proofreading is critical! No one wants to do business with a company whose marketing materials and website are full of misspellings, grammatical errors and just poor writing. Not all document and design development applications offer spellcheck, so it is vital to review your text before publishing it. To overcome this challenge, draft your text in a format that does provide spellcheck and then import the text into your design document. If this isn’t possible, ask a friend, colleague or family member to review your work. A second set of eyes can catch even the most innocuous of errors. If you’re pressed for time or no one is available, try reading your content backward word for word. This may not help much with context or grammar, but it certainly highlights misspellings very quickly.
5. Make your content easy for the consumer to read.
Again with the basics: English-reading consumers read content by moving their eyes from left to right, then top to bottom. Your text and graphical content should flow accordingly. If your piece is letter-sized portrait, don’t place text vertically up either side of the page that will make the reader turn the page (or their heads) to have to read it. Period.
Beyond text flow and direction, whether a website or printed piece, make sure that your material is properly formatted and easy for the reader to read (beyond proper spelling and grammar). Generally, this means that your website and printed material should have a white or light colored background with dark or black text in a serif or common sans serif font. Dark backgrounds fronted by white text are very hard on the eyes and difficult to read (and more expensive to produce when printing.) Overly artistic or cursive fonts may look fancy or creative, but are very hard to read.
When developing your brand’s website, most (but not all) web content management systems will automatically adapt the layout size of your site accordingly based upon the device on which the site is being viewed: desktop computer, tablet device, or smart phone. This makes the layout portion easier, but the readability guidelines noted above still stand.
6. Should it stay or should it go?
Beyond your design, be sure to consider what will be done with the material once read or consumed. Will it go on a shelf in the office? Placed in the breakroom for others to enjoy? Shared electronically with executives or employees in other locations? Or go to the File 13 in the sky?
Production formats and finishes may delve too deeply into the collateral nitty-gritty, but again, put yourself in your reader’s shoes. If you received this piece of material, what would you do with it? What you plan or anticipate that your reader will do with your material after they receive it also goes directly to the cost of its production. Don’t spend 40 hours of your time creating a piece that will last 5 seconds in the reader’s hands before it goes in the trash. Spend your time up front on the design to make sure your piece is attractive and readable so it lasts more than 15 seconds and doesn’t go in the trash.
The above tips may seem like a lot, but when it comes to establishing and conveying your brand, there is no shortage of caution to take.
Want to learn more? Contact me today to learn how I can help you take your brand to the next level.
