Women organize post it notes on window

Branding Goes Beyond a Logo

A brand is an ecosys­tem. It’s the sum of many parts – both tan­gi­ble and intan­gi­ble – work­ing togeth­er to cre­ate a clear, cohe­sive expe­ri­ence for your audi­ence. It’s impor­tant to estab­lish the expe­ri­ence you want to con­vey and work back­wards to ensure that what you’re show­ing and what you’re say­ing aligns.

Whether you’re estab­lish­ing a new brand or you’re at a piv­otal point for reassess­ing your exist­ing brand, here are some ques­tions and points to con­sid­er along the way.

VALUES – Who are you as a company/organization/team? What is your mis­sion and why do you exist?

Your val­ues pro­vide a crit­i­cal foun­da­tion for your brand because they help you make deci­sions as your brand matures. Poten­tial new stake­hold­ers, whether that’s part­ners, clients, vol­un­teers, donors and even employ­ees, should be aware of your val­ue set and align with it. Your val­ues serve as a guide for your brand’s entire strat­e­gy and culture.

GOALS – What are you aim­ing to solve and/or accomplish?

Estab­lish­ing spe­cif­ic and action­able goals helps every­one with­in your brand under­stand what is expect­ed of both the brand as a whole and indi­vid­u­als with­in it. Plus, it’s the basis for col­lec­tive moti­va­tion. Make sure every­one under­stands the goals, how they can con­tribute and check in on progress often. 

MESSAGING – What are you say­ing to con­vey who you are, what you do and how you do it?

The words you’re say­ing to con­vey your brand are cru­cial. This starts with your name and trick­les down to your tagline, web­site copy, adver­tis­ing slo­gans, sales pitch­es and more. Most, if not all, brands need exter­nal buy-in that hinges on inspi­ra­tion for dona­tions, sales, atten­dance, etc. The suc­cess of peo­ple tak­ing appro­pri­ate action depends on the strength of your messaging.

TONE + VOICE – How are you say­ing your messages?

As impor­tant as the words you’re say­ing is how you’re say­ing them. Your brand’s tone and voice should quick­ly con­vey your per­son­al­i­ty and con­nect with the tar­get audience(s). The tone you’re using is the dif­fer­ence between your brand com­ing across as opti­mistic vs. pes­simistic, approach­able vs. pre­ten­tious, inclu­sive vs. exclusive.

VISUAL IDENTITY – Does your brand have visu­al assets beyond your logo? What is your col­or palette? Imagery? Icons? Patterns? 

While your brand is so much more than just your logo, your visu­al iden­ti­ty is absolute­ly a core brand ele­ment. And equal­ly impor­tant to all your visu­al assets work­ing cohe­sive­ly togeth­er is that they align with the above-men­tioned val­ues, goals, mes­sag­ing and tone of voice. If your logo incor­po­rates a child­ish type­face but your tone of voice is schol­ar­ly, there is a strong chance you could be deter­ring folks from engag­ing with your brand.

 

Tak­ing all these ele­ments into account when cre­at­ing and assess­ing your brand makes a huge impact on how suc­cess­ful your brand becomes and how you set your­self apart in the mar­ket­place. Bell­mont Part­ners is pas­sion­ate about help­ing brands ensure both the visu­al and writ­ten sides of your brand are strong and in align­ment. Feel free to reach out if you’re look­ing for help with this!

Leave a Reply

Bellmont Partners Gives Back 365
November 21, 2022
What's Brewing designed graphic with coffee cup and headshot
What’s Brewing? with Jack Sundstrom, Chief Product and Marketing Officer, Kevari
November 18, 2022
Five Lessons Ant-Man and Ted Lasso Can Teach Marketing Pros About Fundraising Events
November 14, 2022
Two women sit in a lounge chatting
Q&A with Bellmont Partners’ New Account Strategist, Stacey Robertson
November 7, 2022
Two women sit in a lounge chatting
Q&A with Bellmont Partners New Senior Account Executive, Amy Moon
November 2, 2022
A group of women sit chatting in a break room
Bellmont Partners’ Kalli Plump Named a Rising Young Professional
October 24, 2022

Categories