brand identity
Design is probably not a priority for your business, but it should be. In fact, graphic design should be vital. It is what can make your business stand out from all the others. Without design there would be no logo for your company; your website would look boring; the packaging for your product will be overlooked. All in all, design is rather important.
For small businesses, design can present some challenges that may not be a problem for larger companies – for instance, budget size. Steve Jobs reportedly spent $100,000 for the Apple logo; this is a luxury that not every business has. However smaller bank balances do not mean that you cannot compete with the big boys.
Here are a few tips that you can take away to make sure that you get the most out of your graphic designs:
THE OBJECTIVE
Do not go into any design project without knowing exactly what you want to achieve. A clear objective is key to a successful design. What is it you are aiming for: raising brand awareness? Increase website traffic? Increase profits? Who is your target audience? If you know what you are trying to achieve, you will be able to assess if the finished product has met your goals.
THE DESIGN
Now that you have your objectives, you can work on the design. Here are some tips for ensuring it is a success.
Design trends – look at current trends and watch how this can change to keep your brand up to date. For example, popular trends this year include muted colours and clever typography.
Colours – try to keep the number of different ones used to a minimum; and if you have brand colours, make sure that you use them.
Colours can have meanings, e.g., green tends to be associated with health, growth and nature, so depending on your message, you could find a colour to match the theme of your design.
Fonts – like colours, do not use too many different fonts. By sticking with a couple, making sure they are the same as your brand usually uses, and ensuring that they are easy to read, your design is more likely to be successful.
Keep it simple – this does not mean plain. As the saying goes: less is more. Stick with clean lines and try not to add any unnecessary words or images; remember that every element must have a purpose in great design.
White space – do not think of this as empty space, use it to your advantage. Pick an image for the background; a colour or pattern; or even incorporate white space into your logo. By ensuring there is plenty of space around your message, you will make it easier to read.
BE INSPIRED
Looking at the designs of larger businesses can be beneficial. Companies like Apple, Nike, McDonalds, have millions to spend on their design work and keeping up with the latest trends, so take a look at what they are doing and see if it inspires your work.
USE TOOLS
Hiring a Graphic Designer would be ideal, however, some budgets may not be able to stretch to that, so take a look at the online tools that are available to help you do it yourself. From photos to software, there are plenty of resources that can help small businesses produce high-quality designs and graphics.
Alternatively, if you’re looking for something bespoke and original, get in touch with our team and discuss your requirements. Contact us here or pick up the phone and talk to us on 01600 891525.
What is brand voice?
Brand voice is the language and writing style used to communicate the personality of your brand, its values, identity and place within the market.
Why is brand voice important?
While brand voice is just one part of your brand, it’s equally as important as your visuals, social media, marketing materials and product packaging – essentially, it’s the literary equivalent of your visual identity – and all should work together in harmony to communicate your product or service effectively to your audience.
How do I decide on a brand voice that’s right for my business?
There are lots of different styles of brand voice that have been adopted by different organisations and these have become even more diverse and varied over time. Some organisations like to take a more corporate or professional approach while others prefer an informal conversational style to reach their audience. The important thing is recognising what’s right for your business.
For example, if you’re in the healthcare, finance or defence industries, taking a more light-hearted approach isn’t really going to be appropriate when you need to gain the trust and confidence of those counting on you. We take a look at some examples below of brands who got it right.
Coca-Cola
While Coca-Cola may have updated their visual identity several times throughout a century (and more) of trading, their brand voice hasn’t really changed. That’s because they have stayed true to their mission and values. By being consistent in their brand voice and talking to their customers in a way which evokes happiness, this is just what they spread when people are sharing and enjoy their product.
John Lewis
Established in 1864, the first John Lewis department store opened on London’s Oxford Street. This longstanding brand has proved itself as a company shoppers can trust for quality and its success continues today. With the royal seal of approval from HRH Queen Elizabeth II in 2008, John Lewis will always be recognised as a British brand whose values have remained at the forefront since it was founded. The company mantra “Never knowingly undersold.”, further instils this ideology, as does their brand voice. Combined with their simple but recognisable graphic logo, John Lewis use simple language to create a confident, informative and trustworthy brand voice accessible to their diverse customer demographic.
Innocent
Taking a more personal approach to their brand voice are smoothie makers, Innocent. Their conversational way of communicating with their customers is simple, factual, fun and full of stacks of personality. This is the story of a company who have not forgotten their roots and whose humble beginnings remain evident in their simple style of marketing.
If you’re a start-up looking to develop an effective brand voice get in touch with our team today. Perhaps you’re already up and running and just need a bit of fresh thinking? You can call us on 01600 891525 or email info@limegreenmarketing.co.uk.