At With Grace and Gold, we believe, when we’re creating a brand and web design for a small business, we’re really creating a visual foundation for a small business to grow from — a visual foundation to build upon following the conclusion of our design process. When you think of your own business and brand, chances are, you know having a polished brand and web design is one thing — but successfully using your brand and web design is another. Today, we’re kicking off the start of a new series — Beyond Your Brand — and exploring the ways you can use your brand and web design successfully in order to grow your small business.
Beyond Your Brand: Consistency is Key
Having a polished brand and web design is one thing, but successfully carrying your brand through every area of your business and effectively using your new web design to grow your business is another.
Whether you’ve spent countless hours creating your own brand and web design, or whether you’ve hired someone to create your brand and web design — your brand and web design have been an investment. And it’s likely they’re an investment you’d like to make the most of. So, in our Beyond Your Brand series, we’re going to share how to use the foundation of your polished brand and web design effectively — so you can rest easy knowing your brand and web design are truly working on behalf of your small business, helping to move your small business forward.
Today’s episode is all about consistency and the ways you can consistently carry your brand and web design through the facets of your small business.
- Step 1: If you’ve designed your own brand, create a Brand Manual — a document which explores the color palette, font styles, and standards of your brand. (And, if you’ve hired a designer to create your brand, keep your Brand Manual on-hand.) Beyond sharing the details of your brand, your Brand Manual shares how your brand’s color palette, your brand’s font styles — headings, subheadings, paragraphs — should be used. That way, no matter where your brand is being used — throughout your website, throughout your business systems, throughout social media — it remains consistent from one platform to another. Business resources like Canva and FloDesk actually allow you to program in your brand’s color palette, so you can ensure there is consistency with regards to every design or or every email newsletter you create. Consistency helps to build brand recognition — which is extremely helpful for strengthening and building upon the foundation of your visual brand.
- Step 2: Carry your brand throughout all of your third-party apps and business resources. As previously mentioned, resources like Canva and Flodesk allow you to program in your brand’s color palette. You may use Honeybook, Dubsado, or 17Hats for client management. You may use FloDesk, ConvertKit, or MailChimp for newsletters. Comb through every resource you use on behalf of your small business, and ensure your brand is used consistently — in alignment with the details from your Brand Manual. Not only will consistency help with brand recognition, but it will also help your prospective clients and customers and your current clients and customers to experience the seamlessness and credibility of your business, one touchpoint at a time.
- Step 3: Lastly, beyond the visual aspects of your brand, be mindful of the way you speak or write on behalf of your small business. What type of language do you use to describe your services? What type of tone or voice do you use on social media or in your marketing? Though every small business is unique and develops a unique and purposeful strategy, we often speak and write about our products and services similarly across all platforms. That way, whether a prospective client or customer comes upon our business first using social media — they’ll receive the same voice, personality, and experience when they navigate to our website. Conversely, if a prospective client or customer come upon our business first using our website — they’ll receive the same voice, personality, and experience when they follow along on social media.
According to Forbes, “Consistent brand presentation across all platforms increases revenue by up to 23 percent.” So, why not explore the ways you can create consistency when using your brand design?