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Branding Like a Superhero – Part Two

Branding Like a Superhero – Part Two main article image
Posted on July 6, 2021 by Traci Vanover
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Our first installment showed us the importance of building a great look. Let’s fine tune that a bit, and really make it stand out!

Dodging Bullets with a Consistent Brand Image

A cohesive brand image goes a long way toward building brand awareness. Think of it as an extension of your costume. Every promotional tool in your arsenal should be promoting a singular marketing message.
 
A strong brand foundation includes such items as your web presence, your social media profiles, business cards, invoices, and newsletters. A cohesive brand image makes it easier to identify you in a crowded marketplace.

There is an old marketing adage that states a potential customer must see or hear your pitch an average of seven times before making a purchase. Considering how many more of these messages the average person is greeted with on television, on the radio, on their phones, and on the Internet today, that number is likely even higher.

Knowing this, consistency should play a key role in your marketing strategy. The consistent use of color, fonts, imagery, and visual style reinforces your brand to both potential customers and customers alike, even on a subliminal level. Research has proven that an incredible 60% of a consumer’s first impression is derived directly from color.
 
Repetition is important to learning – it is a widely used tenet in advertising, memory conditioning, and various training systems. The more often a prospect is presented with your brand message, the more likely they are to remember it. This association can be achieved by connecting with prospects on the social networks, as well as on your blog, in print, audio, and video.
 
When a consumer recognizes more than one brand in a store that have similar pricing, the tendency is to select the brand with whom they most closely identify. This practice is amplified with online shopping. An underlying fear among online shoppers is that they may not receive the quality of the item that they order will be subpar. Selecting a brand (your brand) for whom they have an affinity provides them greater assurances than an unknown brand. 
 
Consistency builds recognition. It also builds trust. As a business owner, having both puts you in the perfect position to make the sale.

Some Super Branding Questions to Consider

  • Is the look of your brand consistent across all social networks?
  • Does your website or blog offer other ways to connect with you – like social media, newsletters, markets, etc.?
  • Do your product promotional images have your branded logo or name on them – in case they get shared?
If you answered “no” to any of these questions, you’ve got some work ahead of you. Be sure to carefully weigh any potential brand-altering changes – because you only want to have to make them once. You also don’t want to dilute your brand equity by presenting multiple or competing images in the marketplace.

Best Practice Tips

When choosing a business or brand name, make sure it reflects the business. If you need inspiration, make a list of descriptive terms for your business, and then look those words up in a dictionary or thesaurus to see if anything “jumps out” at you.
  • Select an easy-to-read font for your logo, tagline, web headers, etc.
  • Avoid falling prey to fonts that will portray your business as too cutesy and/or unprofessional. Make sure it is easy-to-read and identify.
  • When designing web pages, be sure to pair colors that are both pleasing to the eye and easy-to-read.
  • Don’t panic if you don’t have a logo – there are many affordable services available, as well as freelancers that will help you craft a logo you can be proud of. Check out sites like Fiverr for affordable options for logo design, as well as a host of other professional services.
Be sure to familiarize yourself with the rights of the clipart or stock images before you decide to use them to create your masterpiece.
 
In our next installment, we’ll look at crafting your super hero catchphrase.
 

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