Branding is all-encompassing. Therefore, it’s easy to get caught up and focused on aspects of branding that may not be as important as you think they are. Below is a quick list of ways you could be going off the rails with your branding strategy.
- Not clearly establishing brand guidelines. Your company has a brand, but have you outlined what that means? Brand guidelines help you cover the major elements you should consider when creating marketing items. Some significant factors to consider include but aren’t limited to:
- Brand Colors
- Not sticking to brand guidelines. So, you have your guidelines all set up! But are you policing their usage? While brand guidelines are fantastic at giving you a script to follow, you have to follow it. Therefore, you must be proactive about monitoring where and how your brand is being used.
- Complicating brand guidelines. We’ve all seen a logo that is artistic but misses the mark when it comes to being clearly recognized as a brand’s logo. It is easy to add too much to your brand guidelines. You don’t need 12 fonts associated with your business or a logo with nine colors. Simple and clean brand elements will be easier for your customer base to recognize.
The importance of font choices
When designers create fonts, the intention is to create something legible and straightforward, with varying transitions between letters. One of the most essential parts of creating a consistent brand identity is using a standard typeface. This creates a consistent look and feel for customers and partners, enabling them to always recognize a piece as yours, whether consciously or unconsciously.
When deciding what fonts best suit your brand, it’s essential to understand what different types of fonts convey. Fonts can inspire feelings of intelligence, creativity, and even luxury, which makes your choice of font crucial when considering what mindset you want to inspire in your customers.
Typography can influence how readers perceive a product or brand, whether they believe it is sleek and sophisticated or quick and down to earth, making font choice a vital part of the overall user experience. Want proof? Have you ever looked at a font and thought this brand seems creative or thought about what difference it would make in your mind if a law office used a whimsical font? Believe it or not, font choices can impact sales.
Remember, font choice is another essential aspect of your brand guidelines and something you want to outline.