What Does "Being on Brand" Mean?
Being on brand is when all aspects of a company are strategically connected. Meaning everything a company produces, from their logo to their products, and even how their employees connect with clients all “make sense” together. To some making sure their business is on brand may sound tedious or even silly. But its like all the small pieces of a puzzle coming together to form one big picture. All the little things add up in order for the whole thing to make sense.
For instance, a company that claims to be “green” but ships its products with lots of cardboard and plastic would be “off brand.” In regards to being off brand, I think Elle Woods' best friend put it best when she said "I don't understand why you're completely disregarding your signature color!" (And yes, I did just reference Legally Blonde...) On the other hand, an example of a company being on brand would be Disney. Their brand is “magic” and everything and everyone that is part of Disney conveys this. Can you imagine Disney releasing a movie that doesn’t give you that warm, fuzzy feeling? Me neither. So how does this relate to you and how do you make sure your on brand without letting the details make you crazy?
Consistency is Key
Keeping your logo as your icon for all your social media is vital for branding.Social media is flooded with businesses all vying for new clients attention. Imagine this, someone finds your website and is interested. They want to check out your social media to find out more about your company and see what others are saying about it. They search within a social media app for your business but they don’t find your logo anywhere. Perhaps they do find your social media but instead of your logo, it’s a picture of a heart for Valentines Day or your cat or something else that, while cute, doesn’t fully represent your brand. Even if it is a subconscious thought, they end up not trusting your brand. The potential client will view this as unprofessional and ultimately use another company.
Utilize Similar Fonts and Colors
Similarly to using your logo across the board for social media, using the same colors and fonts will unite your brand. It doesn’t need to be boring, or repetitive. Have some fun with it! Think of the brands you know. Most likely you could see an ad (without knowing what brand it is) and be able to figure it out. I once walked passed an old Wawa that had no signage out front. Just by passing the side of building and seeing the stones with the large windows out of my peripheral, I knew it was a Wawa. If you’re not from the Northeast and aren’t familiar with Wawa, then I don’t know if i’m sorrier for that fact you haven’t had a Wawa hoagie, or that this analogy might’ve not made much sense to you.
Use Relative Content
Whether you’re posting to your social media, your blog, or creating a flyer to pass out to customers, keep the content relevant to your company. If you want to post a picture for, let’s say the Fourth of July, don’t simply post a picture of an American flag. Instead, relate the content to your product or service. If your company sales beauty products, you could post a picture of red, white, and blue nail polish with the flag in the background. A little creativity can go a long way!
Why is it Important?
Ultimately it is important for your brand to stay on point. Staying on brand is similar to if you did something that caused your friends to say “that isn’t like them, they’re not like that.” You wouldn’t want someone to think that way about your company. So, don’t go crazy about the details. Just follow the manageable steps above and of course, feel free to let me know if you need advice!
When I graduated from Temple University with my degree in marketing and my minor in entrepreneurship, I stared a full-time job doing sales, events, and marketing in the Greater Philadelphia Area. I truly loved it. I made some amazing connections and learned about business in a way they classroom never taught me. Wanting to excel, I pushed myself to go to every networking event I could find and worked constantly to perform the best I could. I wanted to pay off my student loans as quickly as possible with my sales commission. Things were going pretty well, although the long hours I was pushing myself to do made it hard to keep up with family and friends. Also, while I love Philadelphia, I wanted to explore and travel more than just my hometown. I ended up quitting my job to take a three month tour of the country while volunteering. While you could argue that I had a quarter life crisis, It was the best thing I’ve ever done for myself. I grew as a person as my love of my country grew too. What does that have to do with starting my own marketing company? Don’t worry, I’m getting to the point, I promise.
During my travels, I met many wonderful people and volunteered in many different places doing lots of different things. From making jam over a campfire, to socializing bunnies (believe it or not, its one of the tasks I was lucky enough to do everyday for two weeks!) I was also lucky enough to meet an amazing family in California who needed help marketing their corporate and social wellness businesses which I aided them with during my stay. When I got back from my trip, Charlotte (the business owner) called me and asked if I’d be interested in continuing my work for them remotely. Needless to say, I was thrilled! I loved the work I was doing and working for her was ideal. She is incredibly kind and encouraging. She helped led me to the conclusion that I could do this as my own business. While I have done marketing for over ten small businesses prior to launching my company, they ended up being my first official client.
One of the best parts of starting my own company, is that I’m able to work while continuing to fuel my passion for travel (as long as there’s Internet access that is, but its 2016 and even in the most remote areas, wifi is never too far away). Plus, can you think of a better way to spend nine hours on a plane then helping others grow their small business and in turn, make their dreams come true? I can’t, which is why I spend most of my air time doing exactly that. My clients all have varied types of businesses. Their needs are all unique so it gives me a chance to be creative. Monotony is not a friend of mine so I keep it at bay as much as I can. The previous statement might be why I enjoy traveling as often as I can. I prefer to go for an extended period of time when I travel so having an income while i’m gone for a month or more at a time is not only convenient, its a godsend. So, in a nutshell, is how Marketing Mix by Michelle came to be and why I love my job!
Thanks so much for reading my first blog post on this site! I hope you enjoyed it and got to understand my company, and me a little bit better. Please leave me a comment, I’d love to hear your thoughts.
Hi there, it's me, Michelle! Welcome to my blog. It’s a deeper look into my business and marketing tips for you.