A brand is something that exists in persons head. It is the essence of who your company is. Brands are a perception that must be carried over into all aspects of what you put in front of the customer. You are the gate keeper of your brand. If you do something that deviates – or isn’t right for your brand – you and your customers know.
What happens if you deviate from the brand?
Let’s imagine if a magazine like Southern Living redesigned. What if the nameplate was changed? New fonts introduced? New departments? What if it no longer carried information on traditional Southern interior design or fabulous recipes? You might purchase it one time, but I doubt you’d come back for a second issue.
I’m not saying that you never need to freshen up your look or image. It’s the same professionally and personally. Personally, we get a new hair color, a signature piece of jewelry, or a new outfit. Professionally, we need a revamped layout to draw in new eyes or we need to refresh our color scheme to keep up with current trends.
You have the power to mold what people think and feel about your company (and you) – so don’t screw it up.
Refreshing your print or online image can be a great way to generate new interest in your brand. Consider these five steps while refreshing your brand:
- Design on a grid. This keeps all of your pages or layouts consistent.
Consistency makes your brand easily recognizable. Do you use the same fonts and layouts throughout? It doesn’t mean boring. I ties the piece together. Never use more than 2 or 3 fonts in a published piece. - Make sure you lead the reader around the pages. Yes, your web pages too! Use angles and lines to lead your readers into the page and keep them moving throughout the piece.
- Consistent – In publications (both print and digital) everything needs to be in its place. Does it make sense? Is it where people expect it?
- White Space – Use as much as you can. It is one of your most valuable design features. It provides a resting place for your reader.
- Be Consistently Creative– Not just in copy but in everything you do. Don’t be afraid to try something new. Creativity is a skill. The more you practice it the better you get. Read more. Collect stuff. Research. Scan Pinterest. Ask your co-workers and friends. This is where dreaming happens. Don’t let budgets or people limit your exploration. Can’t is not allowed here. If all else fails, go get a doughnut!
Your brand shouldn’t lock you in a box. It only serves as a guide to showcase the real story of you or your business.