If you own a business you have probably heard the saying “content is king.” Between your blog, your website, social media, and other digital marketing, you are most likely sharing a lot of content. With all of that sharing, your brand’s message can get muddled up and lost in the mix.
Your customers need to see and hear a clear and consistent story with every piece of content you share.
If you are constantly blasting your audience, also known as potential customers, with messy, disjointed, and unrelated noise, the only thing you are sharing is confusion. And guess what? Confusion is the BIGGEST enemy of a sale. Whether you offer a product or a service, if you confuse your customer, you have lost a sale.
So let’s fix this problem by creating a brand kit.
What’s a brand kit? A brand kit is simply an organized collection of the elements that make up the face and the voice of your business.
Here are a few tips for creating a brand kit that will help you keep your business’s message clear and consistent.
There are two parts of good brand management: one is design the other is business.Let’s start with the designperspective .
The design portion of branding focuses on what “face” your brand presents to the public. Your brand design should be clear, direct, and flexible. People should know immediately that a post or piece of content is coming from your brand. How do you make your design branding consistent and recognizable to current and new customers? By creating a brand kit that includes these design items:
Colors- You’ll want to keep all of the colors that you use in your marketing in one place. Most businesses have one main color and two accent colors. My main is a sandy blush color and my accent colors are yellow and black. Be sure to write down the numeric code for your color (Hex value) when you are creating your brand kit so you can get exact color matches. (this code will show up in pretty much all design programs)
Fonts- Typography makes a huge impact on how memorable your brand is. Most people don’t think about typography, but when they recognize a brand, that brand’s particular typography plays a big role in that recognition. Like with colors, Most brands have a main font and then one or two accent fonts they use to keep their style consistent
Logo, Images and graphics style– Your logo is the main face of your company, and coming in second is the style of the images and graphics you share. Are your images drawn and sketchy? Are they mostly of people? Do you share infographics often? Everything you share should be stylistically as consistent as possible. TIP: If you create shareable images for your blog posts try to create a template for all of these images so the look is consistent.
Now onto the Other part of your brand kit, the business side. While your brand design presents a consistent look for your brand, the business side presents a consistent voice. What you say and how you say it are equally important when it comes to defining your business as a brand. Your business brand elements should include:
What you say- When you are considering this area of your business’s brand, you’ll want to think of your tagline, your mission statement, and any recurring language or messages you put out to your audience.
How you say it- Almost as important as what you say, is how you say it. You don’t want to talk formally to your audience one day and then share bunch or humorous meme’s the next. Keep Keeping your tone consistent gives your customers the sense that they know “who you are” more
The keywords and phrases that define your brand– Here you will want to think about the most common action words that you use when you create a call to action for your customers. You will also want to think about your most common descriptive words. How do you describe your customers’ problem (s)? Your offered solution? Your service or product? Tip: Keep track of your top 3-5 performing keywords here as well and then create content that contains these keywords to improve your SEO . Use Google analytics to do a monthly audit of the most common keywords people are using to find your site and change your keywords for content accordingly.
Once you have these items figured out and recorded, you now have what I like to refer to as a Brand Collective-all the pieces and parts that come together to tell the story of your brand.
Having a unifying brand kit is vital to the continuing success and growht of your business. If you intend to outsource any tasks, such as social media scheduling, or content creation, a brand kit becomes even more important so that everyone who is working for your business stays on brand with what they are creating and sharing content for you.
Now you are ready to take one of the most important steps to clearing the noise from your business’s marketing. Grab your free Brand Kit guide Worksheet below and start reaching more customers!
Let me know how you did in the comments below or over on instagram, Facebook, or Twitter.
Need some help creating a brand kit for your business?
Email me: Rebekah@presssendcontent.com