When most people think about brand design, they ponder all the sharp edges, white space, and fonts that make a brand’s logo stand out. Although graphic design is an intricate part of branding, brand design incorporates many other elements.
Branding is about creating and shaping the company’s identity. It’s the soul of your company, so to speak, because it dictates your business’ values and shapes its character as seen by the public; therefore, communications should focus on accurately conveying the company’s message in a way that evokes an ’emotional’ response.
I know, some of you may be thinking, but…how do you get that kind of reaction? That’s the magical formula that makes your company’s success, so there’s no way I could sum it up in a few words here. I’ll let Jeff Bezos’ one-liner says it all: “Your brand is what people say about you when you’re not in the room.”
Targeting is Essential
Your communications should identify the target demographic and behaviors of the audience. Google Analytics, Google Search Console, competitor analysis, and keyword research can help you learn about what your ideal audience is doing online, what they’re asking for, and what they may not even know they need. The right branding will incite a reaction from them, so targeting your materials to those ideal customers will prove more beneficial than trying to cut through the noise with a broader stroke.
Consider the season. Consumers love the holidays, and this season is a good time to get customers interested in your brand because you have a change to shine (literally and metaphorically). Here’s where good branding comes into play.
Creating a campaign means finding a way to (seemingly) effortlessly promote your company’s product or service as soon as possible. The Western world shifts to a festive mood around October 1., and hits hard around mid-November. If you can pinpoint a need that your customers don’t know they have, they’ll be more intrigued and likely to engage with your brand.
So, in the spirit of the coming season, here are a few tips to help you boost your sales with an outstanding brand design.
Tip #1 – Pick A Theme
Different holidays breed different emotions. Valentine’s Day is all about love. Fourth of July brings out patriotism. This holiday season (HallowThanksMas, as I like to call it) is when society focuses on festivities and family bonding, no matter which background or religious practice they observe. Your job is to tie your company’s message into the overarching “together and joyful” theme during this season (without going overboard).
Now, not everybody celebrates Christmas. That’s exceedingly important for American businesses to remember. It’s incredibly risky to alienate demographics. Big brands can get away with it. Small brands can’t. It’s unfortunate, but true nonetheless. Multiculturalism isn’t a trend. Some people may be observing Hanukkah, Kwanzaa, Ramadan, or no holiday at all. All of them have one thing in common, though: there is still a sense of “safety in numbers,” which nurtures bonding, togetherness, and community.
This need has been ingrained in our minds since the beginning of time. We’re entering the “dark part of the year,” which means, back then, there was a greater risk of death from starvation or exposure. Later, this part of the year was directly associated with a major depressive epidemic called Seasonal Affective Disorder, which many alternative healers believe came about when society and families became more divided.
That’s why it’s important to make your brand message about spending time with family and working together for a better, inclusive community during this season. Every consumer can relate to that message.
Tip #2 – Enhance Your Logo
Most companies keep their logos the same all year-round, but modifying your logo during the holiday season may improve your conversion rates. Even something small can make a huge impact. Try changing up the logo font color to red, green, or gold. You can also add images to your logo such as an evergreen tree or ornaments. These should naturally make their way into the campaign designs, but adding it to the logo for a few months adds a bit of pizazz.
A logo with a holiday theme is memorable, if done correctly. Don’t make the mistake of assumptions. Do thorough research on your demographic, or hire a team to help you learn more about your current audience and ideal customers.
Tip #3 – Create A Holiday Campaign
When creating a campaign, start from scratch. Try listing five to ten words that best describe how you want your brand to be portrayed. Use those as guide posts to find colorful and attractive elements to your brand. But, adding evergreen trees to your logo and making commercials about families is not the be-all-end-all of holiday brand design. You need a strategy, and this strategy must be well-crafted and researched. Campaigns are most successful when there is a solid brand design that includes brand development, visual design, and written communications.
A campaign plan would include informationlike:
- S.M.A.R.T. Goals
- Target audience and buyer persona (create a free one here!)
- Creative concepts
- Offers and desired actions
- Creative assets
- Campaign calendar and projections
A brand standards and guidelines is a business’ most valuable tool for marketing and advertising. It’s like the scrapbook of your entire family tree, complete with memorabilia. If you don’t have one of these, please consider working with a team to get one created. Here’s an example of what a BSG should include. It will save you a load of time and effort in the long run, and it will help you avoid inconsistencies in your message and gaps in communication.
Visual design is incredibly important in communications. We’re a visual folk, so when graphics come into play, the message instantly becomes amplified. Work with your graphic design team to:
- Create a cohesive holiday theme for your content
- Align fonts, colors, and tones with your goals and values
- Create a signature look that consumers will begin to associate with your brand
When it comes to written content, readers are attracted to:
- Writing style
- Straightforward and concise message
- Reasonable calls to action (CTA)
Skilled copywriting is your cincher, so it must be strong! Most people can’t write, but not many can specialize in copywriting. Consult with a copywriter before sending out any materials. They can help you enhance your message for best results.
During the campaigns, You’ll want at least three different touch points. So, for example, if you send out an email promotion, follow it up with a letter a week later, and a call a week after that.
Lastly, remember to speak the language of your consumer in all your actions and communications. If one of your pillars is customer service, make sure all your employees have had extensive training in what that means for your company. Check out your competitors’ history during this season as well. Use buzzwords your audience is familiar with, and use one of the 6 principles that guide human behavior and encourage someone to “say yes” to your offers.
The holidays are just around the corner, so let’s get a move on your digital marketing! Contact us through the website, and we’ll get you started with your campaign planning. And, don’t worry, the consult is free!
Coming up with a holiday strategy may seem exhausting, but the process can be simplified and a lot of fun! Don’t stress it. With our support, marketing your business will be the joy you initially thought it would become.