How to Integrate Your Brand Into Your Marketing Strategy
May 20, 2019
Establish (and stick to) your brand persona.
When establishing your brand voice, it’s important to keep your audience in mind. Are you speaking to other businesses, potential clients in a similar field? Or are you speaking to customers who may not be familiar with your field of work? Each scenario requires a different tone and style of content that will help you accurately convey your message. Giving your brand a personality will help create a relationship with your audience on a personal level, removing feelings of being “too promotional.” It’s also important to keep your brand voice consistent. Focus on aligning how you speak on your website with how you speak on your social media and email marketing.
Create a cohesive look and feel across your marketing channels.
Does your website design look different than your social profiles? Do your business cards match your email newsletters? If the answer is no, it may be time to re-think your designs. A cohesive look and feel anchor your audience and potential customers, giving them a sense of familiarity and visual recognition when they see your marketing materials. If your business cards look vastly different than your website or social media cover photos, prospective clients and customers may wonder if they are in the right place.
Incorporate your brand logo and color scheme.
Your brand logo and color scheme are more than just a piece of your design. Incorporating branded colors into all aspects of your marketing, even those as subtle as the background of your Instagram photos, will help to create a deeper sense of recognition for your online followers and potential customers. Choose these elements carefully, and incorporate them in a way that helps to foster brand recognition.
Make use of subtle branding.
While we don’t advise adding a large logo to your social media photos (this will actually hurt you within the algorithm and will prevent you from effectively boosting your posts) we do advise adding just a hint of your colors or logo elements throughout your content. This is where the art of subtle branding comes into play. Is someone in the background of your photo wearing your branded colors? Is there a symbol or element in the photo that echos your logo design? Dropping in these elements will create brand recognition, even if your customer base doesn’t immediately realize it. Those subtle hints that connect your content back to your brand will make all the difference when it comes time for the customer to make purchasing decisions.
Take your branding from digital to physical.
At KSA&D, we’ve taken our brand from the digital space into the physical world with our #FollowMeToCreativity campaign. We believe creativity is everywhere and spreading that message while supporting a good cause is a central part of our culture. Our branded t-shirts take the messages and hashtags we use in the digital space and bring them out into the world. Bringing your marketing offline, whether through outdoor advertising, clothing, or print materials, creates a holistic approach to your marketing strategy.