So what’s next?
Another important piece of your branding is your logo. Logos, with or without text or the name of the business, can convey a lasting and strong impression to potential customers. As with your message, keep it simple, and make sure it reflects the image and tone you wish to use.
For example, using a heavy font, such as a bold Arial, can give more weight to the feel than something like Times New Roman, which can convey a softer, classic feel. Choosing upper case, lower case or a mix can also affect the tone of your logo.
Not all logos need or include text. A simple image could represent your company and reflect your message. An example of this kind of logo is Shell Gasoline. In earlier versions, the logo included the name of the company, but today it has been reduced to the shell image alone. When we see this image, we immediately know it’s a gas station, which shows how well branded the image has become. Volkswagen is another—it is simply the initials VW, but we all know who the logo belongs to and what the initials stand for. It does not need to spell out the whole word.
One of the last things to consider is color. What color or colors are incorporated in your company brand? Colors often have associations to things in nature, such as red standing in for a frame and blue for sky. Color can drastically affect our perception of the things around us, and you want to make sure the colors you have chosen reflect you.
Once you have defined the brand message in your logo, you will want to make sure that you are consistent in using it in your website. Images, fonts and colors will leave a deep impression of who you are and your brand message to the visitors of your website. If you aren’t creative or lack a designer within your company, you can always hire a graphic designer or web designer to create the visuals for your logo and website as long as you have worked out your message and tone.