Brand Architecture is a key ingredient in the recipe for success. It’s essential to have an effective and well-thought-out brand structure so your business can thrive, but finding good outsourcing help may be difficult without proper guidance! Luckily I’m here today with some expert advice on how you should go about creating this crucial part of any company’s branding strategy. By applying these simple tips, you’ll be able to take care of everything from start to finish with ease and save time in the process!
A Successful Brand Architecture Defines your Company’s Brand
In order to develop successful brand architecture, you first need to define your company’s brand. What are the company’s mission and vision? What are its core values? What makes it unique? These are all important questions that you need to answer in order to create a strong and coherent brand. Once you have a clear understanding of your company’s brand, you can start developing the brand architecture that will support it.
Create a style guide.
Once you have defined your company’s brand, you need to create a style guide that will help keep your branding consistent across all marketing channels. This guide should include all the necessary logo files, fonts, colors, and branding guidelines so that everyone who is working on marketing materials knows how to use your brand.
Define your company’s voice and tone.
Once you have a strong style guide, you need to define the voice and tone that will be used when talking about your product or services across all marketing channels. You should be consistent with the way that you communicate online. If people see one side of your personality but not another, they may form an opinion about what kind of personas exist behind those masks and never take any risk in getting to know you or your brand personally!
Create a brand book.
It’s important to write down all the branding guidelines that were created in the previous steps so that everyone can refer to them as necessary. Your style guide should be concise and easy to understand but provide enough information to be used as a reference for internal and external use.
Create a logo and slogan based on the brand.
A logo is one of the most important aspects of a brand, as it is the first thing that people see and remember. When designing a logo, it’s important to keep the brand in mind and make sure the logo is consistent with the overall look and feel. The slogan should also be aligned with the brand and reflect its values.
Keep it simple.
In order to create a memorable logo, it’s important to keep it simple. Complex logos are difficult to remember and can be easily forgotten. Make sure your logo is easy to understand and visually appealing.
Use colors wisely.
Another aspect of logo design that should be considered is color. Different colors evoke different emotions, so it’s important to carefully choose them for your logo. Using colors that are consistent with the brand will help strengthen it and make it more memorable.
Use different formats, sizes, and orientations accordingly.
The logo design should also be flexible enough to allow users to use it in multiple marketing materials with ease. Make sure that you provide all of the necessary formats, sizes, and orientations so that your logo can be easily used in multiple marketing materials.
Create a consistent brand image across all channels.
A vital part of the branding process is consistency. You need to make sure that your branding is recognizable and familiar wherever it’s seen. Make sure your logo appears on all marketing materials, including your website, business cards, social media profiles, etc.
Make it unique.
On the other hand, you don’t want to make your branding too similar to that of another company because you don’t want people to confuse your brand with theirs. The key is finding a balance between familiar and unique. This is where you can use your competitor analysis skills to your advantage!
Be consistent across all platforms.
When developing your brand image, it’s important to make sure that your branding is consistent across different marketing channels. This will help strengthen the overall brand and make it more memorable. Make sure your logo is recognizable everywhere you mention or display it (website, social media profiles, blog, etc.).
Consistency across all marketing materials helps strengthen the overall brand and make it a more memorable and trustworthy identity for your company.
Know Your Target Audience
Your target audience is one of the most important aspects of developing a successful brand architecture. Without knowing who you are trying to reach, it will be difficult to create a brand that resonates with them. You need to understand their needs and wants, and what drives them. Once you know this, you can create messaging and branding that speaks to them directly.
Start by doing some research into your customer base. Who are they, and what do they want from your product or service? What are their needs and desires? Once you have a good understanding of your target market, you can begin to create messaging that resonates with them.
It’s also important to think about the different channels you’ll be using to reach your target audience. Each channel will require its own specific messaging in order to be effective. For example, if you’re targeting customers through your website, you’ll need to develop messaging that’s purpose-built for this channel. The same goes for any social media assets you plan on using.
Once you’ve gone through the exercise of creating different messages for each channel, it’s time to combine them into one cohesive message that resonates with your target audience.
For example, you might create website messaging that looks something like this:
“We help busy professionals find the perfect rental so they can live an easier life without worrying about the upkeep of their own home. Our services are easy to use and we guarantee all our properties!”
And your social media messages might look something like this:
“We help busy professionals find the perfect rental so they can live an easier life without worrying about the upkeep of their own home. Our services are easy to use and we guarantee all our properties!”
You’ll notice that these messages aren’t drastically different, and that’s because it makes sense for them to be consistent across platforms. This will ensure that your brand is always communicating the same message to your customers.
In addition to being sure that you’re creating messaging that resonates with the target audience, it’s also important to consider your logo and its connection to the messaging. For example, if your company name reflects the quality or benefit of what you offer (i.e., we help busy professionals find great properties), it makes sense to use a logo that shows this connection visually (e.g., an image of a house could be used in your logo).
Another crucial part of creating successful brand architecture is thinking about the elements you’ll need to include in your messaging and how they should look. Below are some examples of different elements you might incorporate into your messaging, along with how they should look.
A service or product offering: It’s best to use an image of the actual product or service you offer. This helps customers connect on a more personal level to what you’re offering. For example, if you provide meal delivery services for people who are on a diet, using an image of the meal itself would be perfect.
A brand logo: Your logo should always take center stage in your messaging. Make sure it’s clear and easy to see so customers know what brand they’re interacting with. The best way to do this is to use your logo in a colored box that contrasts well with the background your logo is placed on.
A brand name: Your company name should always take the place next to or underneath your logo. The goal here is to put emphasis on what you do and who you are, so be sure to use a font-weight that’s easy for customers to read yet still stands out from your other messaging elements.
A call to action: Customers should always be aware of what you want them to do next. For example, if they’re on your website and you’ve just told them about the benefits of your service, be sure to include a button or link that encourages them to sign up so they can start receiving those benefits themselves.
An image: Adding an image to your messaging is a great way to further emphasize what you’ve just told customers. For example, if the purpose of your message is to highlight how easy it is for customers to use your service, adding an image of a laptop and smartphone side by side would be perfect because it shows people using the product or service in real-world situations.
This is just a small selection of the elements you might include in your messaging, but depending on what your company’s key messages are, you’ll likely need to include many more. Be sure to keep these tips in mind as you go about developing your brand architecture so that you can ensure your messages resonate with customers from every channel and touchpoint. By applying these tips, you’ll be able to communicate with customers every step of the way and build a truly successful brand.
Build an Email List to Keep Customers Up-To-Date with New Products and Offers From Your Company!
Every company needs to have a way for its customers to stay updated with new changes and offers. One great method is email marketing by building an email list of subscribers who want to know about what you’re offering. Email marketing is one of the best ways to keep in touch with your market because it can be personalized at any time- whether there’s an upcoming sale or product launch, or just for fun!
How does this work?
Using a service like Constant Contact or MailChimp, you can build a list of people who want to receive emails from your company. Then, whenever there’s an update on new products or whatever it may be, they can get information from your website!
Don’t Forget to Include Social Media Links!
Social media is another great way to stay in touch with your client base and market with new products and deals. Use social media platforms like Facebook, Instagram, Twitter, LinkedIn, etc. to not only inform people about what you’re doing, but also to get their feedback, opinions, and ideas for something they want from your company! Make sure that each of your marketing materials, from your social media to your website to even your emails, are consistent with the other! This will ensure that you create a clear brand message and identity for people globally!
Build a strong relationship with your customers!
Having a consistent marketing method makes it easier for your customers to recognize your brand, but it’s also important to have an open dialogue with them. When you engage with them on social media, by email, or even in personal conversations, they’ll feel more connected and can spread the word about how great your company is.
What if they have an idea about something they want to see from your company? Make sure you listen and consider what they say because it’s very likely that there are other people who feel the same way!
Branding ensures success for your company long-term. A strong brand establishes authority and trust among customers, which is why it’s crucial to always be consistent in your marketing endeavors. Not only is this important for staying relevant over time, but people will remember who you are when they have a need for something that is suited to them; which means more future business!
Also, a successful Brand Architecture helps build a strong brand and also means you’ll have less competition! People will start looking to your company for what you’re offering because they’ll know it’s high-quality. Whether that means designing a website that attracts the kind of visitors you want or having great copy on social media, branding is essential for making sure you create an environment where your customers are happy and satisfied with doing business with you!
The Wrap-Up!
Developing a strong brand architecture is an essential component for any business, and it’s important to always be consistent in your branding endeavors. This means having the same design style and messaging across all of your marketing channels so that people know who you are and what you stand for– which will result in more success over time! Whether this means designing a website or crafting copy on social media, make sure that every piece of content from email campaigns to blog posts has the same feel as one another. Your customers will appreciate knowing exactly where they can find information about products or services that might interest them!
If you need any help with getting started or rebranding your business, we can really get it done! But I have something that will make things easier. Our Brand Strategy Toolkit is a free guide to getting ideas flowing and providing steps-by step guidance to craft an unforgettable brand identity. To read more about our content, visit our Build Your Brand Insights. Interested in getting started? Check out our Next-Level Brand Awareness System!