One of the most important steps we integrate into all of our marketing strategies is consistency.
Consistent colors, fonts, graphics, and logos are all vital components to keeping your prospect's attention across marketing channels. When we establish a brand identity, we also establish strict brand guidelines as well.
In today's digital-oriented world, we can't underestimate the power of a website. Whether or not that power is positive or negative lies in its aesthetics and effectiveness.
If your business has been around longer than two years, chances are you have various marketing materials and channels. From social media like Facebook, Twitter, and Instagram to printed items like brochures, business cards, and banners. When I walk into a new client's office for a strategy meeting, it's not uncommon to be met with various designs and branding across their marketing.
The result is an immediate disconnect with the brand.
Considering most consumer pathways involve some sort of funnel ending with your website, it's extremely important that your design elements remain with the prospects every step of the way. The easiest way to establish consistency is to perform a brand analysis.
A brand analysis gives your marketing a 360º view of your identity and helps you establish general guidelines for the look & feel as well as content. Your website should reflect the same messaging and identity as your lead generation materials. The idea is to give your customers and prospects a seamless journey from the time they see your brand to the time they visit your website and contact you.
Some of the key design elements you should focus on:
• Logos & Typefaces
• Color Palettes
• Graphics & Images
• Hard Information
Daniel Marr is the Director of Business Development for NWPC Marketing Solutions, a team of marketing experts dedicated to helping you achieve your goals and BOOST your brand! Our awesome employees strive to build a culture of trust and commitment and work side-by-side with businesses as advisors and consultants.