Whether you’re aware of it or not, your brand is always telling your organization’s story. The question is whether it’s telling the right story.
Every time your audience lands on your website, sees your logo on an advertisement, or scrolls through your Instagram page, they are gaining a sense of who you are. The key is making sure who you are is aligned with what you portray, so your audience makes an accurate interpretation.
Understand your brand first
It might sound obvious, but you can’t properly portray your brand if you don’t understand it yourself. Imagine trying to explain a story about a party you didn’t attend. You might be able to share bits and pieces you heard from others, or share what you think happened, but there’s a good chance you won’t be able to accurately paint the entire picture. Now, imagine you were at the party yourself. Not only will you be able to accurately explain the story, but you can also express the emotions, tone, atmosphere, smells, sounds, etc. By understanding those ins and outs of the party, you can explain the story on a deeper level and allow your audience to gain a stronger sense of the event. Your brand works the same way.
Make sure all your assets reveal the same message
Consistency is key. If the look, feel, and voice of your website don’t align with your collateral, your story will be inconsistent and hard to follow. At its worst, inconsistent branding can tell a different story altogether – that your organization isn’t sure of who they are or the services you provide. Keeping your assets on-brand provides a message of consistency, certainty, and dependability, all of which are key to gaining the trust of your audience.
Know how, and when, to tell your story
The story of your organization is a great one – make sure you tell it properly. Sharing your company’s story through a block of text on your homepage is a surefire way to make sure no one reads it. Information that is quick, to the point, and informative will keep your audience engaged long enough to read your message in its entirety.
But how can I share my company’s entire story through quick, informative bits?
The same way you don’t read a novel all on one page, the same is true with your website. Sprinkle bits of who you are, what you do, and why you do it throughout your site. Reserve longer versions of your story for a secondary or tertiary page to give your audience the choice of learning more, diving deeper into similar content, or reaching out to inquire about your services.
Pay attention to the details
Typefaces, language choice, and colours may not seem like a huge deal to some, but they are key aspects of your brand and can change your message entirely. (So much so, we wrote an entire blog post on the importance of typography). It’s critical to understand the words your company uses (internally and externally), and the words you stay away from. The same is true for typefaces and colour schemes, logo placements, positioning statements, etc. Your branding components are your brand, and they determine how your audience interprets your story.
There’s a lot to consider when telling your story through your brand, and it can sometimes feel overwhelming. Thankfully, branding is what we do. We’re experts at understanding what works, what doesn’t, and the best way to get your message across. If you need a hand, check out our services or send us a message! We’re happy to help.