Written by: Sarah Bourgeois
What’s branding? Where am I? Who are you? Never fear, friend, your branding coaches are here. Branding is the intentional construction of how your company is viewed. It can be as simple as a logo or as specific as tone, or the ever-beloved color palette, but it’s most often a combination of these and more, known as branding assets. You likely already have some collection of branding assets if you’re here, so take a breath! Let’s get into how you can use these branding assets most effectively to showcase your beautiful brand.
1. What are brand assets?
First, let’s define some common brand assets. These little guys will work together to quickly convey what your brand is all about.
The name and image of your brand. The clearest visual that gets your brand across, typically the simpler the better. The most effective example is the Nike swoosh. It has no words and it’s barely even an icon, just a movement. And yet, you know exactly what it is when you see it. This little icon is often your first line of offense.
A quick and snappy line that embodies the core message or values of your brand. Example: OxiClean’s “It gets the tough stains out.” Short, sweet, and tells you exactly what you need to know.
The tone of your brand can be conveyed through font styles. A curly script gives off fun and relaxed vibes, while a bold sans-serif is sturdy and clear.
Utilizing color theory is a great way to convey your brand’s vibe. A deep blue can convey seriousness and professionalism, while a bright yellow will display your fun and playful values.
A catchy song or sound can help people recognize your brand anywhere. Netflix’s du-dun sound that plays before every show is probably the most iconic example in recent years.
Tone and voice
This is how you’ll write and speak as a brand. It helps to imagine a celebrity that matches your brand, and then mimic how they speak when writing brand content.
2. Know your brand
Identifying the most important aspect of your brand will help you discover what to highlight in your branding.
What is the first thing you want people to think and feel when they see your company? Knowing what headspace you want your clients to be in when they see your brand will help you define what to show them. For example, if you sell crochet patterns, your consumers will likely be in a cozy mood, looking for a fun craft to unwind with. So you’ll want to show them branding that matches or enhances that vibe.
What do they already think and feel when they see your brand assets? Knowing the current perception of your brand can help you find what’s working and what isn’t. From there you can tweak your branding assets and applications as needed.
3. How to Showcase your Brand Assets
The use, placement, and frequency of your brand assets will make you identifiable in the spaces your brand belongs in. There are a few different strategies marketers use to maintain brand cohesiveness in the use of their branding assets.
A branding guide is a pdf shared within a company to anyone who may end up placing logos on documents, posts, or using branding assets in everyday work. It typically includes the brand’s mission statement, tone and voice, logo variations, logo use and placement information, color palettes, imagery examples and sometimes more. The length and depth of your branding guide will vary by needs and company size.
Social Media Guides
Often called a Social Media Playbook, a social media guide is a similar idea to the branding guide, but includes more specific aid into the use of social media per platform. It often consists of a mission statement and goals for social media, as well as usage tips, metric tracking, and dimensions per platform. My personal favorite is a chart detailing the best times to post per platform to maximize engagement. Templates for easy graphic posts are also common. These guides will also vary in size and depth based on the needs of a company. If your company is completely new to social media or looking to get serious about your social brand, a detailed Social Media Playbook would be a great help.
Templates are often included in Social Media Playbooks, but they’re great so they get their own section here. A template is an example layout of graphics and filler text that follows your brand’s colors, fonts, and vibe. Templates are often created with a specific use in mind that your brand posts frequently, like a weekly update layout or event invite. They simplify the creation of social media posts, making it much easier to stay consistent
We know managing, updating, and creating your own branding assets can be daunting, so we’ll be here if you need anything. If you’re ready to take the next step to make the most of your brand assets, give us a ring at (804) 521-4141 and we’ll guide you on your beautiful branding journey. #BoldBrandsWin