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Aaron Kirkpatrick is the visionary owner of Cloud Cartel, a top-tier website design agency that has been providing exceptional branding and digital services to businesses across various industries for 7 years. His expertise in strategy, branding, design, advertising and digital marketing has helped numerous companies establish a robust online presence, engage with their target audience, and achieve their business goals. With an unwavering commitment to delivering exceptional results and a passion for innovation, Aaron and the team at Cloud Cartel have gained a reputation as one of the most trusted and reliable digital marketing agencies in Perth.
We had the pleasure of sitting down with Aaron to explore the art of crafting a brand for a small to medium sized business that is seeking to stand out amidst the endless digital noise.
To establish a strong brand identity that stands out in a competitive market, I am of the view that infusing creativity into every element of your brand is crucial. By ensuring that each component is engaging and inspiring, you can craft a brand identity that deeply resonates with your target audience and distinguishes your business from its rivals.
These elements should include your company’s name, logo, colour scheme, typography, imagery, messaging and tone of voice. As well as the supporting marketing collateral and customer touchpoints including the website, print materials, blogs and advertisements.
Each component is crafted specifically to your business, taking into consideration your target audience and the message or idea you want to convey. From a quality printed business card as that first impression, to how you communicate your message across your website and social media. Every touchpoint matters.
If you’re looking to launch your brand for the first time or you’re rebranding, ensure to carefully check each element to ensure it meets your vision as is consistent across the board. It’s a big project and it will take a lot of time, but certainly worth it in the long-term.
Many businesses make the mistake of attempting to build a brand identity without commiting to the necessary groundwork. In order to establish a strong and effective brand, it is crucial to first define your brand’s vision, mission statement, company values, and tone of voice. These elements form the foundation of your brand and serve as the basis for all business decisions going forward.
Before any branding has been decided, some examples would be:
Why does your business exist? What are the business’ long-term aspirations? What change do you want to make in the world?
What do you want to achieve with your business and how will you do it?
What is your target audience and what kind of business do they want to see? What is your business’ personality? If your brand was a celebrity, who would they be? How do you imagine they would communicate?
Once you have answered these questions (and more), we’d recommend consolidating your answers to create a brand guidelines document. Although the your messaging may evolve as your business grows, at the core, your vision should be consistent
Once you have defined your brand identity, you will want to develop a brand style guide. This is a comprehensive document that outlines the key elements of a business’s visual and messaging identity. It serves as a reference for anyone who creates or works with the brand’s marketing materials, ensuring consistency across all touchpoints.
A brand style guide should be given to each new employee, followed when creating all marketing materials and referred to when making a social media post. This is essentially the marketer’s bible that will ensure consistency across all marketing materials.
Your brand identity should play into every aspect of your business. If done correctly, your brand identity will appeal to your target audience, drive your marketing efforts and guide your overall company strategy. The brand identity should be considered at every decision, by consistently incorporating it into your marketing strategy, you can build a strong and memorable brand presence that resonates with your target audience and effectively communicate your message.
To effectively communicate your brand identity to your target audience and build brand loyalty, it’s essential to be consistent across all communication channels, including your website, social media profiles, advertising campaigns, and any other communication channels you use. Your messaging should reflect your brand’s values, personality, and unique selling proposition, and be tailored to resonate with your target audience.
Ie. if you use a different logo or colour scheme on your website compared to your social media profiles or marketing materials. This creates confusion and makes it difficult for customers to recognise – These inconsistencies can erode trust and credibility with the audience and can harm the overall effectiveness of the brand.
Leveraging user-generated content is also a great way to build brand loyalty. Encouraging your customers to share their experiences with your brand on social media and other platforms, and feature their content on your website and other marketing materials. This not only helps to build trust and credibility with your audience but also creates a sense of community around your brand.
To ensure you build a strong brand identity, work with a marketing agency to help capture the essence and vision of your brand across all touchpoints. From the digital presence, to the physical business—every component of your business works together to make your brand memorable.