Your brand's powerful message is amplified when it appears consistently across every marketing channel - using the same colors, typefaces, imagery style, and messaging. This consistency builds enormous brand equity, which translates into enhanced trust, credibility, and reliability.

Branding your digital marketing assets

Your digital marketing assets include your website, your social media channels, and your email communications.

Your brand should shine through on each of these channels in a consistent manner that allows readers and visitors to recognize your company or organization immediately.

For some, this begins with logo creating. (Although please remember that your brand goes far beyond just your logo). When designing your logo or hiring a professional to design it, ensure that you have the design in multiple formats, in a single color, and black and white.

Then, be consistent in which version you use on specific digital channels. For example, your website will typically have a full-color version of your logo. However, on your social media posts or blog thumbnails, you can choose to include a black and white version on the single color version, so it doesn't detract from the image itself.

Even consistent logo placement is part of your branding strategy. For example, all social media posts can include your logo in the bottom right corner, so visitors begin to associate a particular design with your organization.

Beyond the use of your logo, other graphic design elements like watermarks, color palettes, and even overlays help to distinguish your brand from someone else.

For example, on the One Nine Design social media graphics, I tend to use purple overlays. Since purple is one of my primary brand colors, it's an excellent complement to my social media feed, and viewers can easily recognize the post as being from my company.

Another way to brand your digital marketing assets is through photography. We've all seen those Instagram pages where every photo uses the same filter and Lightroom preset, making it look cohesive and aesthetically pleasing.

Similarly, using consistent photography can help your website, blog, social media, and email communications feel cohesive. In recent months, I've begun using Styled Stock Photography for my website and blog, and I can already notice a difference in the aesthetics of my blog summary page.

All of the Styled Stock photos are unique but have a similar focal point and visual identity. My membership allows me to use a variety of different images but retains the image themes for consistency.

When it comes to email marketing, branding elements are often limited to typography and logos, so it's critical to ensure your email content itself is consistent with your branding.

For example, if you're a beauty blogger and send regular emails to your audience, your content should align with your values, mission, and services. Your logo and typography will only get you so far -- the relevant and consistent content is what will keep readers opening your emails and reaching for your products on your virtual shelves.

Speaking of products, companies selling physical products must also incorporate visual branding into their packaging. Custom cosmetic packaging is an investment that has a high return on investment. Products that stand out from the competition and align with a company's visual identity are more likely to be purchased. (You can learn more here about custom packaging for health and beauty brands.)

Companies that fail to use consistent brand standards in their marketing channels will experience challenges attracting and retaining loyal customers. Take time to audit your website, blog, and email templates and ensure your messaging and visual identity make the best first impression possible.

Until next time,

Andrea

One Nine Design is a digital marketing company helping small businesses and nonprofits learn how to use their website and email list to grow their reach and make a bigger impact!

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