In a very crowded marketplace, it is imperative for your company to create a stronger brand presence. The next time a customer needs a new widget, how can you ensure your organization immediately comes to mind? Having a consistent message and look across all marketing materials is essential. This should include business cards, letterhead, website design, color brochures, signage and multimedia tools such as PowerPoint presentations or videos.
In recent years, McDonald’s has built locations featuring the familiar yellow arches in the shape of an M, but did not include the word McDonald’s on the lighted pole sign. Their branded image is simply that strong. That type of powerful statement is possible as a result of years of consistency throughout their marketing. Their restaurant décor may change, but the hallmark symbol of their brand, the golden arches, has remained virtually the same for decades.
Therefore when building the foundation to create a stronger brand presence, careful consideration should be given to the look and any taglines you might include on your materials. The size and placement of a company’s signature logo should remain consistent whether on a multimedia piece or a color brochure.
Another key element is the color palette. Researchers indicate the viewer responds differently to specific colors. Messages related to action often feature bolder colors and even brighter whites on their color brochures and websites. FedEx is one example.
Blue is said to inspire trust, a sense of steadiness and reliability. As a result it is a common color utilized by law firms, accounting practices and iconic American companies such as Ford and Sears.
While personal tastes can be considered, this is true only to a relatively minor degree. Although an owner may love the color fuchsia or hot pink, probably not a color palate for a clinic or accountant.
Many companies have found a great deal of success in developing a unique logo, whether it is an image or typography used for company name. When you see the large bold letters IBM, the company brand is universally known.
The challenge in today’s marketplace is not only must your branding messages look good on a color brochure, but should easily transfer to other mediums. For example will it stand out as an avatar on a social media website such as Twitter or Facebook? If the design is too wide, it can look distorted in confined in such small boxes.
When trying to create a stronger brand presence always try to identify the key points that will spur a potential customer from recognition and awareness to using your service or product? Answer those questions as much as possible; yet keep in mind the final look of your marketing materials across platforms such as websites, signage and color brochures. These principles along with quality performance will help create a stronger brand presence.
