Use Your Branding To Tell A Story To Your Customers

Many readers will think branding is purely down to a logo and colors, but you can explain that branding runs through almost every aspect of a business’s identity.

Branding is in everything your customer experiences about your business. Logos, colors, copywriting, messaging, even down to their experiences with customer service.

Let’s take a deep dive into each of these branding elements.

Logo

This one might seem self-explanatory, but a company logo does much more than looking nice. A well-designed logo is created to specifically speak to that company’s target audience. Get the customer to feel a certain way and have a specific perception about the company.

Colors

Colors play a huge part in evoking particular emotions. Take a look at many pharmacy websites. The predominant colors are greens and blues and whites. This color combo reminds people of a medical setting. They are associated with capable doctors and medical experts who are going to make you feel better.

Copy (ie. text)

A lesser-known element in brand identity, copy, is still equally as important. Your brand needs to have a tone, and copy can enhance that tone where imagery cannot. Great brand copy reflects the rest of the branding elements and engages the target audience.

Imagery

Photography and imagery play a crucial role in telling a story. A big mistake businesses make is to put a generic stock photo on their website that doesn’t match their brand. You see it a lot on accountants’ websites that feature a stock photo of a goldfish in a bowl while they’re talking about tax returns. Photos of you, your office, your clients, your products are so much more powerful than generic, emotionless stock photos.