Brand Elements Amplify Your Voice

Your brand has life. It has personality. It has character. It expresses ideals and values. It speaks of your past and your vision for the future. And it says it all through the brand elements.

Your brand consists of a logo, tagline and much more. The color palette, the signage, the marketing tools, websites, business cards – every item upon which your brand is displayed is a different element of your brand. Put them together and these elements are your brand’s voice. It can be as soft (think JoS. A. Bank menswear) or as loud (think GoDaddy.com) as you’d like. But it should always be clear. And that means consistent.

Consistency comes in part from a set of written guidelines that ensure your brand will be used the same externally as it is internally. Consistency also comes from the brand elements themselves, their design, construction and substance. For example, the paper you chose for your publications and other printed marketing materials can give a distinctive first impression. If sustainability is one of your values, utilizing recycled papers and other materials reinforces your brand promise. If your business is childcare, lively colors, and playful typefaces best convey your brand personality. Well-chosen elements create a connection. Conversely, poorly chosen elements can weaken the entire brand and undermine a connection.

Keep in mind that brand elements are more than just visual. The best elements are multi-sensory and appeal to current and potential customers alike. The Starbucks logo, for example, invokes the warmth, aroma and invigorating taste of fresh brewed coffee. Harley-Davidson implies the roar of power and speed. The Serta sheep promise countless nights of (yawn) pillow-topped slumber.

Each of these elements is a touchpoint where your brand and the public interact. Each touchpoint, in turn, is an opportunity to express your brand personality again and again.

That’s why it is so important your brand elements come together in a voice that is clear and consistent. When they do, people will listen.