Written by: Cynarah Ellawala
A brand is not simply about having a nice logo. A logo is just one component of a brand’s visual story. There are other important aspects that make up a strong brand such as the visual elements and of course, messaging. The visual elements to develop in conjunction with your logos are fonts, color palettes, graphic elements.
- Fonts. Fonts say so much about how you are as a brand. Are you girly with cursive, curly cue font or are you modern and sleek with san serif fonts?
- Color. What about your color, what does the color say about your brand? Blues and greens are associate with professionalism and trustworthiness and are considered cool colors while orange and reds are more vibrant, warm tones.
- Graphic Elements. Graphic elements refer to other visual elements of your brands like banding, bullets, lines or abstract shapes. Current trends are tending towards flat but bold-colored graphic icon that work well with infographics to convey concepts and ideas.
- Imagery. From consistent photography to graphic icons, make sure your imagery is a reflection of your brand identity. Use custom filters to 1) unify your images into one consistent look and feel and 2) to give stock photography your personal brand touch. Putting all your visual elements in one place such as a style or brand guideline document will ensure that your visual presence is always consistent and on point. What’s a brand guideline or style guide you ask? Well, here you go…
- Brand Guideline. A brand guideline or style guide document provides logo usages and violations, as well, as font, color palette, iconographic, photography, etc, to give your design team and vendors guidance around how to use and stretch your brand to tell your visual story. If you have multiple product lines, you want to consider a brand architecture that structures your corporate brand with unifying element to your different product lines.
Every successful brand must ensure that their messages and visual elements are consistent. Brand guidelines don’t have to be long or complicated, even just a couple of pages with samples of usage will be enough. Either way, this is a worthwhile exercise to put your marketing investment dollars towards.
So, now how do you share all of this information quickly? Technology, of course. We recommend Dropbox. Nearly everyone uses it. You can create a (Company Name) Media Kit master folder that contains sub-folders which are easy to navigate.
This may seem like a lot of work, and it might be, but ultimately it will pay off. Plus, you can be thankful: Gone are the days when the only way to deliver a media kit was by snail mail. Technology is definitely a cost-saver here.
Now, don’t get us wrong. Depending on the line of business you’re in or campaign you’ve designed, snail mail may be the only option. For example, when we worked to earn blog coverage for skin-care line Don’t Call Me Ma’am, we wanted to make sure that bloggers got a chance to actually experience the texture, scents and results of some key products. To do so, we put small packages in the mail, but still provided the media kit electronically.
What is a Media Kit you ask? See Get Your Media Kit On: Tips from a PR Pro on Winning Media Coverage for a great how-to.