Branding is more than just a logo and pretty graphics, you need these 5 key branding elements to truly set yourself apart from the crowd! Because here’s the deal… a cool logo just doesn’t cut it anymore. People are looking for authenticity and connections. They want to know the person behind the brand or company. Our culture is now becoming more interested in where their food is coming from, what the story is behind it — they want to build trust first.
There are certain key branding elements that are simple enough to incorporate but pack a powerful punch. They will elevate your brand and help you grow your audience, connect with your ideal clients or customers, and so increase your income. So no matter what industry you are in, you need to build a strong brand that goes beyond looks and instead focuses on the values that you can bring your tribe — the way to do that is through these essential branding elements.
1. Brand Story
The most important branding element you need in your business is your story! Yes, a story totally counts as part of your brand. Think of it as the foundation of your business. The story of how it came to be and why it exists in the first place. Having a strong brand story helps carry your message and it will inspire emotional connections with your audience by forming a deeper bond.
Think about it this way… Sometimes you will go watch a movie and end up relating to the main character. You may laugh and cry at their choices and even may end up saying “omg, that’s totally me”. This may or may not have happened to me when I first watched Moana. No matter if it’s a movie or a book, you create this connection because of the story you are being told. The same can happen with any brand or business. When you tell a strong brand story you create a connection that allows potential clients or customers to relate to you. To feel seen. And when you feel seen, you create a sort of common ground and start creating trust. Because at the end of the day, they want to trust the brand they are investing in.
2. Brand Voice
A brand voice is how you communicate with your audience. It’s the expression of your brand through words rather than visuals. This is one of the elements that often gets overlooked. You have to create a sort of brand language that you communicate with everywhere and daily. For example, using the same types of phrases or words so that people start getting to know your business on a more deeper level. Because how you speak to an audience matters.
For example, as part of my own brand voice, I tend to be very bubbly and use the same types of words and phrases. My descriptive words tend to include magical, imagination or joyful. I describe myself as a fairy godmother who helps make dreams come true and call my community by the name of Dreamers. All of these words are part of my brand and attract people who connect with my vibe. If you think about it, this type of language would not attract, let’s say… a tribe of heavy metal band enthusiasts. So your brand voice matters because it will create connections with the right type of audience.
3. Cohesive Visuals
Visuals are important! But as I said… it’s more than a pretty logo. I think that the #1 key branding element is to have cohesive visuals. You eat with your eyes first! So you want to attract someone to your profile or website or store with stunning visuals and then win them over with a powerful brand story. Everything that your audience SEES, is kind of like your first impression. A logo, Insta-feed, Pinterest profile, blog photography, website, business card, etc. Wherever they see you first whether that be on social media or at a shop somewhere is that first impression. So you have to make sure that you look and feel the same way everywhere your brand has a presence.
5. Your Promise
Every brand promises… something! After all, you are trying to solve your audience’s biggest pain points. No matter what type of industry you are in, at the root of it you are providing a solution. So, what value do you bring to your audience? What sets you apart from the rest of the world? Why should they choose to invest in you?
You need to be clear and provide your value up front. You need to shout it from the rooftops and let your audience know that you have all the solutions to their problems. Another way to build trust is to put your money where your mouth is and make do on that promise. So let’s say that I am looking to switch to an all natural and vegan deodorant. Brand A has an amazing design and it looks really cool, but I can’t find much info about the company, only their natural ingredient list. Brand B is constantly teaching its audience about natural products and why make the switch over on their Instagram. They seem to really know their stuff! Plus, they also have cute packaging. Which one would I choose? Brand B! Because they are already keeping their promise and giving me much more than I anticipated.
4. Your Audience!
Believe it! I saved the best for last! Your audience is also in large part, a key branding element for your business. In fact, knowing exactly who your audience is will help you grow your brand and make it stronger. I know I said that your audience has to connect with you and your brand story, but you also have to connect with them! You have to want to help them because you know them.
Now answer me this — What would you like your audience to know you for? Say someone stumbles upon your service or product, what are they gonna say? What adjectives will they use? What emotions are being triggered by your product or service? What is the experience that they are having with it? All of these answers are in one way or another… your brand.
If you need a little bit of help you can download my free branding evaluation workbook! Pin point where you need to elevate and take actionable steps to do it!