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Build Your Brand through a Cohesive Design

Every entrepreneur knows a good logo is vital to branding a company. But having a great logo is just a tiny fraction of the necessary things needed to build a successful brand. Building a great brand requires creating a wide range of marketing tools. But how do you achieve this? In a word: Synchronize. There should be a perfect network of all your working materials. They should pass the same message, evoke similar emotions from your audience and include common images. When viewed closely, your brochures, stationeries and other marketing tools should look more like a cohesive unit.

Of course, you might not be able to match all materials completely, but consistency of some basic elements is the key.

Color:  This is one basic element in branding because it plays a major role in memory retrieval. Your basic color should be a primary one and it should be appropriate and relevant to the company image you are promoting.  When you have identified the color that best portrays your company’s image, make it dominant in all your promotional tools. You can as well make use of a secondary color but ensure that it blends well with the dominant color. There are books on colors and what they represent that will help you when deciding on a dominant color to choose.

Key Graphic Elements: Always use borders, shapes and distinctive symbols that will help you convey the message you are passing across. For example, a clothing store might use soft, rounded shapes while a sophisticated company may prefer bold, triangular graphics. Customers will be able to quickly remember your brand when you have central graphic elements that are similar. Again, select an illustrative or photographic style and stick with it. For example, one unique way to make a solid impression and set your brand apart is to make use of black-and-white photos.

Fonts:  Pick some basic fonts to be used on all marketing materials. Serif fonts like Algerian, bondoni, bookman and cambria are among the most attractive. Sans-serif fonts are preferred in headlines, tiny texts and numbers in charts, while the serif fonts are reserved for text blocks and paragraphs.  However, do not use more than 2 different fonts in one document.

Messaging: What is the tone of your message? How you convey your message to your customers matters a lot. Always have one tone in all your promotional activities. For instance, an exclusive or expensive brand should be more formal, while a conversational style is more suited for a friendly brand. You can also include taglines in your message-something meaningful, concise and memorable that summarizes your offering.

Logo: The logo should be your central graphic element. Try to place them on all your materials, possibly at a particular spot of every page and the same size. Never redraw or alter your logo but you can resize. The most basic thing is to be consistent.

Remember, recognition and awareness is paramount to grow your business to the level you want.  Creating a cohesive unit of marketing tools interconnected to each other will build brand loyalty and set you apart from your competitors.


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