The way that consumers perceive your business is called your brand. It’s the emotions and feelings that your business evokes and the impressions and expectations that they have of you. You can shape your brand through the way that you present your business, both online and off.
The first way to keep your brand cohesive and consistent is to have a brand logo, colors and typography (fonts) picked out for your business. If you don’t have this yet, you should start there (reach out—I can help with that). Colors and fonts can form strong emotions in a consumer’s mind. It’s important to pick ones that give off the emotions that you want.
Next, you’re going to need to find your brand voice. Is it comforting? Stately? Snarky? Inspiring? Whichever you choose, keep the tone consistent across everything. Your social media, newsletters, website, flyers, and anything else, should speak with the same voice.
Having a clear idea of your target audience will help you to better choose how you want to present your business. Also, make sure that you fully understand why you built your business. What can you provide that no one else can? What problem do you solve for your audience? The answers to these will help you decide what the overall design and voice of your business should be.
When your online and offline presence resonates the same message through both design and words, you will have control of the narrative. If your presence is not cohesive, then consumers won’t know how to feel about your business. That internal conflict could cause distrust and distrust does not convert. Instill confidence in your message through cohesiveness and consistency with your colors, fonts, and tone.
All the best,
Ryanne Zender
Disclaimer: While marketing is based in part on statistics and psychology, it is not an exact science. Every business and market are unique. What may work for one business, will not necessarily work for another. There are no guarantees in marketing, and this post is for informational and educational purposes only and does not replace professional advice. You can check out the full list of disclaimers and disclosures here.
