Blogging is often put aside by businesses. With what seems to be much more pressing digital marketing platforms to take care of, blogging is viewed as a time-consuming commitment that requires an innovative creative output and therefore lacks the desire to fulfill. Websites are the heart of many businesses, so it makes sense that blogs allow businesses to gain 67% more leads than those who don’t utilize them and should be apart of any companies digital marketing strategy.
Able to Target Specific Keywords
It is normalized that with blogging comes consistency. Each published blog is a new opportunity for your company’s website to contain more keywords. When using Search Engine Optimization, we want to ensure that all of our important keywords are found within our website. However, our actual website cannot be crowded with an oversupply of keywords, or Google will rank your website lower. Blogs provide the solution to this new era of authentic content with minimal keywords.
Blogs are where your words go. There will always be new keywords – 15% of searches made on Google every day are new. There is always new questions to answer, information to provide and keywords to acquire. Blogging is the hub for all of this. Write content that answers a question and provide content that you know readers will want to see. Once you base your blogs around quality information you can include these keywords, increasing your potential to become an authority site.
Shows Google an Updated Website
Google loves content. Its algorithm heavily focuses on a website’s content and how frequently posts and updates are made to it. What clients want when searching for websites align comparatively to how Google’s algorithm now works. Keeping Google happy will keep your clients happy.
Both users and search engines are looking for a website with fresh content. You do not always need to update your service or product, but keeping clients in the loop about industry events, developments, news and tips is a perfect way to regulate content flow. The more updated your website content with valuable information in blogs is, Google will rank your site higher with each of its updates.
Raises Your Link Authority
Links are the currency of the internet, you can buy backlinks online to better market your business. Writing about quality, need-to-know and insightful information increase your chances of receiving links to your blog and raising brand awareness. Additionally, blogs are a great way to input relevant inbound links that will direct readers to the main parts of your website. Increasing the length of time that potential customers spend on your site can allow readers to become loyal customers. Within your blogs, attach one or two external links to quality and trustworthy websites. These links should be relative or expand on the information within your blog. When you promote great content to your readers, Google promotes you.
Positions You as a Trusted Thought Leader
Businesses need to take any avenue open to them to prove to their current customers why they deserve their loyalty and show potential customers why their business is worthwhile. Consistently posting articles that show your knowledge and how well you understand your customers displays your company as a thought leader. Many customers will only choose business with companies they trust and feel are accredited. You want readers to view you as the place to go for information. The more you prove to readers through your blogs how reliable you are, you will earn their trust. When the time comes, this trust will turn into a return on investment when your product or service is chosen against other competition.
Building an online following isn’t often a priority for businesses because it can be time-consuming and difficult to measure direct return on investment. We would like to make the argument that there is immense long term value in building up an online presence for almost any company, acting as an additional intake for either new clients or building up a culture to attract great talent. The sought after rewards of social media are won with having loyal followers, navigating how to attain them contributes largely to businesses not wanting to create their accounts
If you’re launching a new business, rebranding or updating your website, you may be seriously considering hiring a website design agency. Of course, with this consideration comes the internal debate of whether or not the investment is worth the payoff.
You can take a few different routes when building a website; using a website builder or hiring a professional Calgary website design agency. While website builders can be effective for very small, blooming businesses, informational directories, blogs, and initial project start-ups, in order to compete properly in your industry, you need a high-quality, fast and personalized website that can stand the test of time.
The pricing for websites retains a standard range per the professionalism, experience and artistry that goes into creating them. The prices for websites are divided according to website type, including a:
Budget landing page
Small business website
The Average Price for a Budget Landing Page
Having a website with a simple list of requirements does not mean you should resort to website builders if you can afford to invest in a professional website. A budget landing page provides a clean, modern, functional and opportune technology to leverage your local online presence and use as a platform to channel social media and digital marketing.
A budget landing page includes the essentials like a home page, contact form and information. It is a great way to start building revenue and recognition. Within three weeks, you’ll be on your way to establishing your business without breaking the bank. Keep in mind, your expectations for a good ranking can’t be too high as Google doesn’t crawl websites without well-rounded sitemaps.
The Average Price for a Small Business Website
Small business websites range from $3,200-$5,500 per website. Small businesses encapsulate start-ups, local businesses and the self-employed.
The exact cost to build your website depends on its functionality. If you have multiple types of products, your website will be on the higher end of the spectrum, as you will need more pages.
It is important to remember that within this cost, you are not just paying for a website, but for a domain name, hosting, content management system, custom page design, search engine optimized copywriting and the peace of mind that your website will be up and running within 3-8 weeks with a smooth launch.
A small business website will make sense if your business requires 5-6 pages that contain a homepage, about page, portfolio/gallery, services, FAQ, contact and blog.
The Average Price for a Corporate Website
The average Calgary web design price for a corporate website ranges from $5,500-$15,000. However, the budget of a larger corporation, depending on its needs, can also see numbers for a website reach past $15,000 and up towards $25,000. Corporate websites maintain the functionality, quality and reliability of the small business websites on a larger scale, more networked scale.
Larger website projects typically require a Request for Proposal with detailed information on the scope. This can vary greatly, depending on the number of pages and whether or not any technology is required. Most companies with the capacity to complete projects like this will require a detailed consultation before giving a concrete quote.
A corporate website’s scope usually includes at least 20 pages to account for all of its products/services, information about the company, information for/about shareholders, contact information, news releases, membership functionalities and resource databases.
The corporate website receives customization according to its services to showcase its competitive edge in a dynamic collaboration of effects, coding, content and design. On average, a corporate website takes at least six weeks to plan, execute, evaluate, edit and launch.
The website structure accounts for a large chunk of the average price for a corporate website, with the cost for a secure website certificate, ongoing maintenance, domain registration, content, potential gateways, livechat, and features filling in the rest.
The Average Price for Software/Web Application
With web applications, the read-only format of a website evolves to be able to change according to the requests of the customer. Web applications consist of interactive features that allow users to engage with the business or organization.
The average Calgary web design price for web application starts at around $7,000. The cost includes the functionalities that consist of getting a standard website up and running, such as domain hosting, secure website certificate, search engine optimization, content writing and custom design, with the additional software components that add interactivity. The costs for different plug-ins are thus included.
Our Calgary website designers highly recommend those who are interested in web application to seek out professional agencies. Web application does not just represent the business, but becomes a part of the business – and it is crucial that it exceeds modern standards and works without a hitch.
Developing custom applications requires a specialized company familiar with UX design and the latest programming languages. Some examples of common software based web development projects include:
Recurring subscription: $5,000+
Restricted content membership: $7,000+
Product customization (eCommerce): $8,000+
Event ticket sales: $7,000+
Search engine (real estate/travel): $8,000+
Questionnaire/Custom form: $5,000+
The Average Calgary eCommerce Website Price
ECommerce is paving the way for website design. When you optimize your website for eCommerce, you open your business up to a powerful stream of revenue and potential leads. The eCommerce website remains static except for its shopping functionality.
The design of an eCommerce website more intricately involves expertise in UX design to align product photos, product descriptions and product captions with their functionality across different browser types and sizes. From product details optimized for Google shopping to shipping setup and email marketing integrations, there’s a lot of detail that goes into a successful online shop.
Similar to the pages of a website for small-corporate businesses, the number of products that make up the eCommerce portion of your website will determine the price of your website. As such, the average Calgary web design price for an eCommerce website ranges from $5,000-$11,000 for an agency.
Depending on the number of products your business will list, the pricing follows the following format:
10 products: $5,000
20 products: $8,000
30 products: $11,000
Choosing a Web Design Agency
Now that you know the price of a Calgary website, you can start researching website design agencies whose scope meet this target, as we intend to do. When searching for the right website design agency to create your website, price is important, but it should not be the leading factor of your decision to choose the agency that you do.
Take a look through the portfolios of your top candidates, agencies all have a distinct approach, and therefore style, to the websites that they create. Some agencies may specialize in tech-focused, software websites, while other agencies may have strengths in travel and tourism.
Make sure to check if the websites designed all look the same, or if the websites are expertly customized. The marking of an excellent website design agency notes the similarities of the sites through their quality and creativity, not duplication, when pieced together into a portfolio.
You want to browse through the agency’s entire website. Do they do social media marketing? Digital marketing? The more diverse the services of the agency, the better they will be able to create your website to act as a platform for digital advertisements and as an anchor to social media.
Additionally, you want to survey the design and copywriting of the website agency’s website. The attention to detail and level of innovation will tell you how attuned they are to the current market, new trends and how much quality of care they put into websites.
Check out the team section of the website. One of the best things about hiring a Calgary website design agency is the vast knowledge the agency draws from their team in their areas of expertise. The team should consist of copywriters, website/graphic designers, project managers and web developers. If the team does not consist of these core people, you may be missing out on your advantage via agency.
Ultimately, the proof is in the consultation. Most website design agencies will offer a free consultation for you to meet with a leader and talk about your goals, ideas and how they syndicate with the expertise of the agency.
Remember, the agency you choose will be your partner for at least a few weeks. Their vision, values and passion are just as vital as their experience.
Pricing for Calgary Websites
Although these average prices represent our most up-to-date scope of the web environment, website prices in Calgary can and will still vary. Knowing how much your website should cost you will help you plan your goals to take with you to your consultation meeting.
If you’re still on the fence about considering whether or not to go with a professional Calgary web design company, consider:
The longevity you hope for your business
The competition in your industry
Whether or not profits are directly affected by your website
Something we hear super often in the marketing industry is something along the lines of – my business doesn’t need to be on social media. Customer expectations are evolving with the top companies in the world. And no matter what industry you’re in, there are made up of people. And people are spending their valuable attention spans on some form of digital platform.
I don’t even use Instagram and/or Facebook
Just because you’re not interested doesn’t mean your customers, clients and associates aren’t! Research shows that 80% of people trying to make a purchasing decision will Google the company online. This includes results not only for your website, but also your social profiles. Apart from a few demographics, people from all socio-economic backgrounds are on social media. Here are some statistics to back this up.
A common misconception is that B2B can’t be done on social media. Yes, Linkedin is a great platform for reaching other professionals. But research shows best post times is still between 9-6PM, meaning people mostly browse the network during work hours. Outside of that, decision makers within companies – CEOs, founders, account managers – anyone that has a say in doing business with you, are still spending time on Facebook. Mobile use during office hours is also increasing, with 80% of B2B buyers reported to be using a mobile device at work.
People get annoyed with too many posts
People get annoyed the most by one particular kind of post: hard sell ones. Flashy sales, or anything with a prompt to “BUY NOW” are annoying to potential customers. The correct goals and corresponding tone for social media messaging is: adding value, building trust and communicating above selling. Presenting giveaways and contests, collaborating with respected thought leaders or giving announcements they care about are all ways to build consistency without shoving a product down a customer’s throat.
According to buffer, here is a study on best posting frequency practices that some of the biggest brands in the world adhere to:
Twitter – 3 times per day, or more
Engagement decreases slightly after the third tweet.
Facebook – 2 times per day, at most
2x per day is the level before likes & comments begin to drop off dramatically.
LinkedIn – 1 time per day
20 posts per month (1x per weekday) allows you to reach 60 percent of your audience
Pinterest – 5x per day, or more
The top brands on Pinterest have experienced steady growth – and in some cases rapid or sensational growth! – by adopting a multiple-times-per-day posting strategy.
Instagram – 1.5 times per day, or more
Major brands post an average of 1.5 times per day to Instagram. There’s no drop-off in engagement for posting more, provided you can keep up the rate of posting.
Blog – 2x per week
Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads.
It’s too much work to post that much
If content creation doesn’t come naturally, it can feel like too much work. Social media is being bundled into other jobs, like receptionists when it really requires a specialized role. An alternative for this might be to split up the role – IE an employee good at photography can take photos while another can post or to contract a company. Social media marketing companies usually have a process in place to streamline the tasks required to get your public image out there without too much hand-holding. Find one that understands your brand and automate this side of the business.
Looking to grow your business through a professional website but upfront costs are in the way? We’re excited to offer qualifying small businesses a flat rate of $500 for a contract period of 6 months for simple landing page websites. This includes maintenance, SEO and blogging efforts.
You can buy it now and pay later! Why sacrifice driving real traffic for cost? You can get a website for less, but a lack of real optimization makes it impossible to stand out above the competition.
How to qualify to finance your website
The personal guarantor must provide a personal credit score report (Borrowell or Credit Karma are free)
You must provide a business credit card (1st month will be charged right away)
You must sign a contract
And that’s it! We’ll do a meeting and consultation in person or over the phone to make sure we are on the same page. After, development takes about 2-3 weeks, then rounds of revisions.
Option to extend the contract and optimization services will be offered nearing the end of the term.
Website design scope
Scope that qualifies:
Landing page + up to 5 other pages
Contact form functionality
Blogging functionality (1 blog/month)
One add-on: Popup, newsletter subscription, booking engine external link, one extra page, socials integration, reviews/testimonials, video or photo gallery.
Anything outside of this scope will require a custom quote.
Amortize website design. Finance website design. You should be able to, like other business investments. The catch? We get to work with you as a longstanding client and actually help with web traffic.
Need more flexibility?
Save 10% when you apply for Paypal credit and pay in 6 months with no interest. OR extend your term up to 36 months with flexible payments. Simply answer 2 quick questions: your birth date and your Social Security number. You’ll know within seconds if you are approved. PayPal Credit will automatically be added to your PayPal account.
Other financing options
Check out these other business resources to apply for business loans!
Corporate Vision Canadian Business Awards 2019 Winner
JYZ is pleased to announce we have been successful in the 2019 Canadian Business Awards. We have won the following awards and recognized with the following titles:
Best Full-Service Graphic Design SME – Alberta
Award for Distinction in Digital Marketing 2019
We continue to strive to be the best Calgary digital marketing agency as well as full service graphic design company. We thank our clients in continuing to allow us the opportunity to stay creative and continue to innovate in this space.
The standard of website usability has grown with big technology companies setting the bar for easy navigation. Professional companies should create designs and experiences are strategically to be unique, innovative and professional. If a user navigates from Google or Facebook, to your website – is there a gap in how the website feels?
Design – Does the branding and look of the website feel professional and trustworthy?
Speed – How fast does it load?
Effects – Does it use the latest scroll effects, animations, anything to differentiate?
Navigation – How does a user’s experience flow from page to page? Are they able to find what they’re looking for?
2. Have pages focused on call to action
Every webpage needs to have a purpose. First, you need to identify what that intent is. Is it to fill out a form, make a purchase, book an appointment, make a phone call or visit your store? Do you need to direct them to another page with a call to action page section?
Or get them to submit a form right on the page? Or add something to their cart?
3. Integrate software to streamline business processes
What software should you integrate to streamline people to perform the desired actions on your website? Here are some examples:
Salon Website – Appointment booking engine with service time slots and different staff
Real Estate Website – Interactive map of property, listings widget to show individual property details
Daycare Website – Tour booking popup with dynamic calendar dates
SaaS (Software as a service) Website – Membership levels and payment subscription integration
Job board – Ability for users to submit profiles and recruits to upload job listings
And anything beyond this that requires custom code, make sure your project manager understands the entire scope of functionalities and that your engineer(s) can execute.
4. Write the website to be professional, natural and SEO friendly
We write the content of your website to speak to Google’s algorithms so the internet understands the content of what your business has to offer. We take into account readability and write for YOUR customer. We marry the necessity of inserting SEO friendly keywords with a fluent, natural and professional tone that Google crawls to detect for valuable content.
5. Optimize for SEO (Search engine optimization) internally and externally
SEO is often the make or break of a lot of companies. Getting on the first page means getting 91.5% of organic traffic! Professionals like our website agency make sure your website is designed to be SEO friendly then we use whitehat link building to raise the authority of your website.
First, you have to study and analyze your current positioning and web pages to figure out what needs to be improved and implemented for better rankings. This will ensure you use the most popular and targeted keyword to maximize website traffic and sales. Keyword selection will also be based on the competitive analysis, which will help generate quicker results on Google. Look at competitive data from your top 10 competitors on Google, which will extract your competitor’s page authority.
Because the search engine industry is a highly competitive and changing marketplace, monthly maintenance is absolutely necessary if you want to gain and sustain top placements in Google in the long haul. Updates on your website are required to keep up with the latest search engine algorithms, develop quality and contextual link partners, re-tweak pages as necessary. Continuous submissions to directories, article writing and submissions make your website relevant and increases its authority in your competitive space.
6. Don’t stop updating your website
Lastly, a huge mistake people make after getting their website created is they leave it dormant, hoping it’s enough to attract customers. Search engines KNOW that active businesses have evolving content and do not give credit to websites that do not change. Technology needs continuous optimization, information needs to be edited and updated as changes occur. A great easy way to keep things fresh on your website is simply to use built in blog functions and write short articles at least once a month to keep your website relevant.
Use Google’s free tools like Analytics, Webmaster and Search Console to continuously analyze:
What is your traffic?
Where is your traffic coming from?
How long are they spending on your site?
What keywords are getting them there?
What errors are driving them away?
There are many options to create your own website out there, for much lower costs. However, as discussed above, going to a professional website company is also an option for real businesses looking to get to that next level of really getting visitors and converting them into customers.
JYZ Design & Marketing Showcased as a Leading Agency in Canada!
Here at JYZ Design & Marketing, we are a team of entrepreneurs equipped with the necessary design skills to take your business to the next level. Our team of seasoned entrepreneurs focuses on digital marketing, social media marketing, branding, and web design. As a whole, we are passionate about developing the legacy and vision that you have for your company and we understand the work that is required to build a strong brand.
With that said, we are very proud to announce our most recent award from Clutch as a leader in the Marketing & Advertising industry in Canada. Clutch is a B2B service provider and reviews platform that connects firms with the solution providers that they need in order to continue focusing on their core operations. Clutch profiles various companies, but only the best firms are eligible to receive an award such as ours.
Senior Business Analyst Sara Philibotte says of the distinction, “Clutch’s sophisticated scoring methodology is a data-driven assessment that accounts for myriad strengths and skill sets. Companies who lead the ranks on our platform have demonstrated not only an ability to deliver, but also a competitive edge as an industry leader. Of the countless service providers in Canada we researched, these companies are truly best in class.”
We would also like to highlight our recent feature on The Manifest, a sister site of Clutch that provides how-to-guides for companies in need of help finding solutions to their business problems. We are listed among the top 50 firms for social media marketing firms in Canada in addition to being listed as one of the top digital marketing agencies on Visual Objects. Our features on these two sites are likely to help us get our name out there as a growing and well-respected design & marketing firm.
Overall, we are very excited that our work has been recognized by a firm as great as Clutch and we only hope to continue helping our clients improve the strength of their brands by providing high-quality design and digital marketing services moving forward.
Today, consumers are constantly confronted with an overload of information. Great creative design is how forward thinking businesses are standing out among the rest. How your social media presence or website should be engaging and up to date in order to be effective in reaching your target clientele. As marketers, we are constantly trying to find favor in the eyes of consumers. Creativity is one of the most important tools for success of a business in this ever growing digital world.
By focusing on visual engagement from the start, design focused companies are able to attract more customers with eye catching content earlier in the marketing process and today, this is happening more and more on social media. In particular using Facebook, Instagram and Google Ads.
Are you marketing or are you connecting?
Creating designs that we relate and connect with is essential in marketing because we are fundamentally emotional beings. Much of purchasing decision is driven by our emotional connection created by a specific idea or experience created through effective branding.
Research suggests that brands that engage consumers emotionally can command prices as much as 20% to 200% higher than competitors and sell in far higher volumes, click to visit this site and find out more. This can mean creating posts that are one or a few of the following: informative, inspirational, controversial, motivational, instructional, aesthetically pleasing, an update, personal, etc. Some recent trends including “clickbait” headlines on images or titles on articles and videos – an example being “top 10” or “everything that’s wrong with…”, etc.
We look at companies such as Supreme and Bape who can charge up to 120 dollars for a simple tee-shirt. These brands have created a level of emotional value that is connected to them through their marketing tactics. They zero in and focus on their target demographic by attempting to reach those most influential in that group based on age, interests and income levels. This has also caused the surge of influencer marketing, meaning low cost high volume connections with accounts with less than 100k followers. Instagram has allowed many brands to surge based on brand building alone, especially those centered around aesthetics. Successful brands have been forced to become content producing machines and the recommendation has grown to post more often than once a day. To maintain consistency of messaging however, quality of the content cannot falter. Make sure you check this link right here now to generate leads and attract customers for growth.
“People forget what you said, people forget what you did, but people never forget how you made them feel” – Maya Angelou
How do you use design to connect through marketing?
The online world is a vast space of stylish digital ad campaigns, illustrated emails, clever logos and amazing visuals. As such, the imagery itself is crucial to a successful digital marketing campaign. According to Brain Rules, only 10% of information that is heard can be recalled after three days have passed. But when a picture is added to that information, 65% is recalled. Being memorable is key to building a brand.
Gorgeous design alone won’t revolutionize your marketing if it isn’t targeted to the correct demographic. Researching your target demographic and distinguishing exactly what types of messaging will resonate with them makes all the difference in connecting and maximizing opportunities.
Creating brand recognition through design
The main goal of branding is to elevate your company against competitors in the minds of your potential customers. Keeping your product or service at the front of their minds when thinking about your specific product or industry means the long hard battle of building brand awareness. By viewing just the product or service’s logo, tag line, packaging, color or pattern, potential customers should start to recognize a specific company’s branding. Large brands succeed long term by building certain associations through brand building marketing efforts.
Direct ROI from strategic design
Catching the attention of a potential customer in a professional straight forward way can offer immense ROI. What does your potential customer sincerely care about? A discount amount? A free shipping offer? A new product offering? Immediate ROI focused marketing offers this messaging up to the customer determined to be most concerned with this particular offering. Digital marketing can also utilize tracking codes and show ads to those determined to be in-market consumers, or remarketing to consumers already having shown interest through their navigation history.
Two car advertisements below are good examples of how a hard sell can be portrayed differently. The left one comes off as a pushy, low budget, 1970’s car lot feel while the right offers a level of trust with a modern look.
This is all accomplished through meticulous attention to design alone, it becomes the difference a potential customer’s confidence in your company before even picking up the phone or walking in a showroom. Designing your ad in a straightforward yet punchy way while catering to your target demographic is a great way to get more clicks and converts directly to ROI.
A brand is the complete representation of your business. It’s every visual element, product presented, and experience given. Your brand should be how you want clients to perceive your business – it’s your business’ personality.
A brand identity is a guide to your visual position and acts as a system to present a cohesive identity that’s representational and adaptable to different forms of media. A well-established system ensures that your brand can be recognizable when presented on its own as well as standout when presented with other elements or used on various mediums.
Because a brand is the first impression a client gets from a company, it’s important to take the time to do through market research and develop a solid brand. By having a well-established brand, that first impression can lead to memorability. Your brand should connect the dots between your mission and your target audience.
Elements of a Brand Identity
A logo can be a standalone graphic symbol that signifies your company or a combination of a graphic with text. Brands that utilize strong logo symbols include Apple, Nike, McDonald’s, and Microsoft. When using a graphic symbol, it should be easily identifiable and make your brand unique and stand out.
A wordmark or logotype is the text component of your logo that’s set in a specific or fixed way. Generally, a wordmark is the company or product name. Some brands will choose to forgo having a traditional graphic logo and use only the logotype. In most modern cases, it can create a cleaner, more minimal look, and convey professionalism. Brands that utilize a well-crafted wordmark include Google, Coca-Cola, and Disney.
Logo Variations/Logo “Lockups”
Logo lockups are the different ways your company logo can be validly presented. As previously mentioned, logos can come in the form of a more traditional form with all elements – both text and graphic, as well as standalone as just a graphic symbol. When it comes to the application of your logo, it’s good to be versatile but equally important to set usage guidelines within your brand identity guide. Your logo and its variations should always be presented consistently. In all variations, the essential qualities should all be the same. Instagram, Facebook, and Google are prime examples of brands that have clear logo usage guides can be found online.
That being said, the final lockup version of your logo should be the main/primary representation. For example, the Nike logo’s final lockup version consists of both the trademark “Swoosh” and “Nike” text. However, you can also often see the “Swoosh” on its own in merchandising, digital media, and on promotional material. Although it is not the official logo, it is an approved use set by their brand.
Color Palette/Key Colors
The main, and arguably the most important, colors in a brands color palette are the ones used in the logo. These colors should be what your clients use to associate your business to your brand. Additionally, it’s also critical to consider establishing secondary colors – i.e., what other colors compliment them.
Depending on the tone you are trying to establish for your brand, different color schemes can elicit different feelings. Are you looking to be serious? Playful? Smart and professional? Should you use bright and bold colors? Pastels? Neutrals? Warm tones or cool tones? Successful brands utilize color intelligently in ways that add to the brand and brings it together.
For example, when branding a daycare, using pastel or bright colors has a fun and inviting feeling whereas using an entirely cool tone palette consisting of greys and blues will make it feel distant and unfriendly. Once you have your palette established, it’s super important that your brand identity defines the color swatches in CMYK, RGB, and Pantone to ensure consistency when used across mediums.
Typefaces & Typographic Treatments
Similarly to key colors, the primary typefaces for your brand will often come from the logo design. This however, is not always the case as sometimes the type styles used in logos are more decorative – e.g., Coca-Cola. In instances like Coca-Cola, the brand must instead choose typefaces that either compliment their logo or help further define their aesthetic. When choosing typefaces, it is important to choose a couple of fonts to be used for both print and web materials. By identifying complementary typefaces you can create a unified brand identity for all generated assets and marketing materials. When working with an external designer, printer, or marketing firm, it is important to ensure they not only know your corporate typefaces, but have access to them should they need them.
Typographic treatments refer to the standard ways of handling key sets of text. On a website, this maybe be your H1, H2, H3’s, or the way you style your headers, sub-headers, and body text in a word document. By having a consistent way of identifying and styling these headlines, you can further elevate your brand and create a cohesive look when used across applications.
Consistent Image Styles & Graphic Elements
Depending on your company needs, it can also be beneficial to maintain a consistent style for images and graphics. This doesn’t necessarily mean limiting yourself to the same set of photos over and over again, but instead by utilizing imagery that is similar in look and feel. Like your brand colors, imagery can set a tone for your brand. For example if your brand is more retro in feel, you may choose to use low saturation images, or edit photos to have a sepia hue. Graphics and illustrations can also be branded to be similar in appearance. For charts and graphs in a annual report for example, you could choose to use a line art style or flat icon style to convey your data.
Establishing a texture or pattern for your brand can also be beneficial in creating a unique look or establishing your tone. By pushing small details like using textures or patterns, white or negative space, line style treatment, or color blocking, the function of these elements can push your brand one step further and help give it a lasting impression.
By considering these 5 main things, you can develop a strong representation of your company. Establishing your brand identity is fundamental to ensuring consistency and success as it gives your company a visual representation to align your values to. Before creating anything, it is important to do your due diligence by researching what works and what doesn’t work within your industry.
You want to make sure you stand out among the completion. It is equally important to envision what message your company wants to convey. Depending on your answer, your brands tone should be reflected in its design. Don’t be afraid to draft and test out your designs and thoughts. Visualizing in your mind is one thing, but having your thoughts laid out can help you test and compare what may work for your brand. In time, depending on where your company values align, it may be useful to refresh and revisit your brand or to change its direction entirely.