Ever wondered what makes brands like Amazon and Airbnb so recognizable? It’s all about creating a consistent and powerful brand image. From visual consistency to brand voice development and storytelling, here’s how you can make your brand stand out.
Define Brand Standards
To create a brand that people recognize, you need to be consistent in what you present to the world. A brand style guide can help you define how and when your visual imagery should be used. Take a look at the OpenTable brand guide for inspiration on how to establish clear guidelines for your brand’s visual identity.
Include do’s and don’ts to protect your brand’s integrity and ensure a consistent image. By making your brand standards accessible, you empower others to maintain your brand image.
Define Your Brand Voice
Once you have established visual guidelines, focus on developing your brand voice. Consider the tone, language, and style that will resonate with your audience.
Tone
Your brand’s tone sets the mood for all communication. Whether you aim to be humorous, informative, or friendly, your tone should align with your brand’s values.
Language
Craft a language that is approachable yet authoritative, trustworthy yet relatable. Consider formality, negativity vs. positivity, and customer-centric vocabulary.
Style
Ensure consistency in grammar, punctuation, and overall style. A brand voice style guide will help you maintain professionalism and coherence across all channels.
Brand Storytelling
Every recognizable brand has a compelling story behind it. Share your brand’s history, from humble beginnings to current success, to create an emotional connection with your audience. Your brand’s story humanizes your brand and makes it relatable.
Even if your story isn’t dramatic, like Drizly’s brand story, it can still be engaging and impactful. Embrace your brand’s history and use it to differentiate yourself in the market.