How would you describe the brand of your company? Do you know what elements of a brand have the most impact on customer experience?
According to Seth Godin, bestselling author and marketing expert, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Many people think of a brand as a logo. And while your logo is important, a brand goes much further—as the definition above demonstrates.
Here are some of the key elements of a brand and how you can make sure they’re effective:
Visual/Digital:
Logo: Your logo is often your brand’s first impression, so it needs to be right, as it will be used on all company materials. You want a clean, simple design that is easy to recognize and recreate. You will also need to create horizontal and vertical logo variations, as well as black and white logos, to accommodate different sizes, formats, and purposes.
Supporting visual assets: To transform a logo into a digital brand experience, you’ll need to create custom visual elements on your website that complement the design of your logo. Everything, from the buttons and icons on your website to the types of graphics used on flyers and brochures, should all match your brand identity.
Typography/Color Scheme: In addition to the font used in your logo, you’ll need a consistent font for all your marketing materials. You’ll also want to choose one to three primary colors for your visual assets. Along with your main brand colors, be sure to develop a complementary color palette for use in your marketing materials.
These elements should reflect positive associations with your company. Though these are minor details, they will make a difference in creating uniformity and brand recognition in the future.
Images/Video: Every brand needs images and videos for its social media presence. While some brands opt for stock photos in their campaigns, the best brands create custom images and videos that incorporate brand elements with real customer and employee experiences. Both photos and graphic designs should have a similar look and “feel” to your brand vision.
Customer Experience:
Employee appearance: A key part of a customer’s association with your brand is their interaction with your employees. Consumers tend to make snap judgments, so you want to uphold a high standard among your employees. Your dress code and customer service training can be more casual. However, you should still establish clear boundaries, all based on the experience you want your customers to have with your employees.
Storefront/Store layout: For retail operations, the presentation of your storefront to customers can impact their overall customer experience and satisfaction. Factors include the building’s location, ease of finding products, and its design, decor, and overall appearance.
Website: Your website is critically important for your brand. Most consumers check a company’s website before making the first step in the buying process. If you create an easily navigable, visually appealing website, you’ll make a better first impression on a majority of customers.
Brand “personality”:
Mission statement, slogan, positioning: This is what your company stands for and why you stand out from the competition. Your mission statement is what purpose your company serves. Your slogan is the tool you use to convey that to consumers, and your positioning is what that message means in comparison to other brands.
Charity events and cause marketing: Defining the values of your company is essential in today’s marketplace to help create brand loyalty. Put your values into action through charity events, pro bono projects, and cause marketing. These can help demonstrate to a consumer that you are involved in your community and making a difference as a company.
Public Relations: PR is a great way to build a relationship with consumers and show how your company is unique. Good PR gets others talking about your company—so any PR or communications efforts should focus not only on what you do but why you do it.
- Related Post: Brand Analysis and Management
