How to Create and Maintain a Cohesive Brand
A buying decision is made in literally seconds. Just think about it. How many times have you quickly grabbed a product, in the beauty aisle, having absolutely no clue what it can do for you? That is the power of visual marketing and good branding.
Evoking an emotional connection solely based on the way that a product looks in the store or may look placed ever so neatly on your marble bathroom countertops, is something that big name companies are counting on. Sure, functionality and other aspects are considered but you’d better believe that design is a major part of their marketing strategy.
This should be no different for you. Yes, you! The creative entrepreneur reading this post. One of the biggest mistakes, in my opinion, with small businesses, is that we think like small businesses do. This “small-biz mindset” can pigeon-hole not only our sales but our perception in the minds of consumers.
In the world of design, I am always thinking about how I can create brands that withstand the test of time. Brands that can speak for themselves. Brands that are impossible to forget. And doing this always remembering my No. 1 rule: Remain Cohesive.
How to create and maintain a cohesive brand is by far the most asked question I receive on a daily basis. I created the Four P’s to a Cohesive Brand, as a guideline of MUST HAVES to begin to create a cohesive brand:
Purpose: The driving force behind creating amazing visuals that will have your ideal clients completely in awe with you, begins with your definition of why you are in business. Did you know that 1 in 3 businesses fail within their first year? It is my belief that this statistic is alarmingly high because business owners do not take the time to define the purpose for being in business; their sole motivation behind bringing their passion into the world. Only once you’ve set your intentions here, the visual cohesion can begin.
Palette: This is what you’ve been waiting for. The fun part! Your color palette is by far the most important part of your brand’s visual presence. This is not new information by any means. But what you may not have thought of is “Why do I need 4-5 colors to translate across my brand?” & the answer to this lies within a perfectly styled brand shoot. There is nothing better than knowing what colors to choose when sourcing props or choosing an outfit when capturing images for your brand. For example, in the photo shown below [use TheEmmaRoseAgencyRebrand-37], you can make a clear distinction as to the colors I chose to represent The Agency. Variations of pale pink, light blues, ivory and a pop of rose gold helped me to get photos I can use on social media, my website and beyond.
Photography: If you ask me, photography is the reason my brand has elevated in the last seven months. High-quality images have allowed me to tell the story of my brand, without saying a word. When hiring a photographer, it’s important to do your research to ensure that they are extremely capable of capturing the images you desire. Take a close look at their portfolio to make sure that your styles will compliment each other.
Platforms: The secret to all of this. Building a brand. The art of visual marketing. And attracting an audience…Is telling that story across the right platforms. Thinking about what platforms are right for your business – and focusing on those – will have tremendous benefits. Don’t look at what your competitors are doing! Where they decide to promote their business(s) may not be where your target audience is. Narrowing down which platforms fit YOUR brand the best will not only save you a lot of time but also will give you more control over how you present your brand. Disclaimer: This requires some research ladies. I personally decided that Instagram and my website were my number one platform priorities. They both allow me to display my work, produce content to educate and present my business in a professional manner.
Photography & Post Written By: Tiffany Tolliver of The Emma Rose Agency