People often think that their business is about selling what they do. However, customers don’t always buy products based on what a company provides. It’s easy to find cheaper alternatives to most products and services, and with Amazon, you can get anything you need delivered to their doorstep easier and faster. So, what does this mean for your business?
It means that while what you offer counts, how your business makes someone feel is just as important. Feelings come from the imagery and emotions you evoke when marketing your business. People only pay attention to 7% of what you say according to the Mehrabian principle, and this will influence everything from the appearance of your logo to how your product packaging looks.
Your logo should always be remarkable and aligned to your businesses values, what you do, and what your business values. Here we’ll break down a few of the leading branding elements that can make your business sell better.
How Colour Elicits Emotions In Potential Customers
Colour is one of the most influential non-verbal forms of communication that you can use to attract clients. The choice of colours you use says a lot about the kinds of clients you want to work with – and using colours according to their associations is called colour psychology. Once you know who your client is, you should know how to talk to them. There are millions of colours (each with a different meaning) and we’ve summarised a few as examples:
- Red – a colour that symbolises love, courage and desire. It evokes passion and heart racing; it stands out and is strong and heartfelt.
- Yellow – is associated with positive mentality and cheerfulness, so it’s a great fit as a highlight for businesses that want to evoke joy in their clients
- Blue – evokes calm and a sense of trust, often used by brands like banks, large white collar corporates and financial firms
- Green – brands use green to represent growth and safety.
One thing you’ll immediately notice is that most iconic logos rarely use more than three shades. The most iconic ones – including Coca Cola, McDonalds and Levis – only use one.
Distinguishing Your Brand With A Well Thought Out Logo
There’s more to logo development than drafting something using software that comes with your computer. Your logo needs to be clear, unique and easy to recognise – even when viewed at a glance on social media platforms, a mobile device, or you driving by in a car. Having your logo across various touchpoints also means it needs to be easy to integrate, whether you’re creating a social media circular profile picture or a horizontal header for LinkedIn.
Key elements of an iconic logo are:
- Simple – Think of the Nike Tick. It’s easy to remember and easy to recognise, whether it appears on an email or a tag on shirt.
- Memorable – Apple’s Logo is easy to remember – it’s an Apple. However, it’s interesting to see how they’ve evolved their logo as their products have modernised. As Apple products have become slimmer and sleeker – so has the Apple logo.
- Timeless – Google might tweak the size and spacing of their logo, but overall, it will remain timeless. Have you noticed that they also change their font slightly every few years? By making sure they use a new font, they prevent their logo from ever being seen as commonplace.
- Versatile – Adidas sells more than shoes and their logo works well with clothes and accessories too.
- Appropriate – The WWF has chosen a panda for their logo. Not only are pandas universally recognised but now most people are aware that they’re endangered.
The more you follow these guidelines, the higher the likelihood of creating iconic branding – but don’t feel you need to play it safe to do so – be daring with colours, elements or fonts.
The Starbucks logo is a great example. Its green siren motif is immediately noticeable and according to the brand, is a nod to coffee’s seafaring heritage in Seattle. Then siren also represents alchemy, which references the magic that takes place when coffee beans and hot water meet.
Investing in Assets that Align With Your Brand
Your logo and choice of colours is something that should be carried across all your marketing collateral for consistency and to reinforce its associations. These can include creating a website, printing and distributing flyers, sharing business cards, and designing a mobile application that aligns with your brand.
Develop a logo in a vector format for use across anything from a billboard and car to a website and socials. Include a CMYK version for hard copy print and consider an RGB version online for a vibrant stand out visual. If you’d like to know more about branding, get in touch below.
Speaking The Right Language
Craft your language and tone so that it resonates with the colours you use and the emotions they evoke. Use this language on all your platforms – this way, you create an identity and brand that clients will recognise, no matter where they see your business. We recommend the Hemingway Editor for best practice copy that works for all audiences.
Need Experts In Strategic Brand Management?
With a little time and effort, you can create a visual brand that communicates what your business is about before you say a single word. Leverage this, and you’ll be able to generate more sales based on the feelings you evoke from the right clients – those that think and believe in the way you do about your product.
When you’re looking for professional branding services for your business, contact us at Digital Copywriting. We’ll help you ideate and create a brand that you and your clients will love.
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