Research is a necessary part of the branding process. Well, actually it’s just a good thing to do if you’re in business in general. You need to take a look around and see where your stand amongst your competition. What audience to they serve? Is their marketing geared to the same target audience as yours? How have they positioned themselves in the market place? What colors are they using? What connection do these have with their / your target audience? What size of your desired market do they currently serve? These are just a few of the questions that you need to look at when you are in the research phase of branding your organization.
As you can see, most of these questions are round the target audience and market share – Not the visual aesthetic. Obviously, you’ll want your materials to be distinct and not mistaken for your competition, but understanding your place in the market is about much more than your logo or color selection.
Color can be a powerful element in your branding arsenal.
When you are determining the colors for your business you need to keep in mind the cultural influences of your target audience.
Color meanings variety greatly even within our own culture. Look at the color yellow – happiness and joy on side and cowardliness and caution on the other. These variations only expand when you start looking at the color association of other cultures. Some cultures view yellow as sacred and auspicious while others see it as a color of mourning. Whit this range of meanings it is important to understand your target audience and how they relate to the colors you are considering.
This doesn’t mean you have to rule out or not use any color, but you should do so from a place of knowledge and understanding. If you have an awareness of the possible connections that your target audience has with a color, you can make your selections and usage decisions to support your intended message.
For more details about color associations across culture visit www.empower-yourself-with-color-psychology.com/cutural-color.html
This weekend I’m in windy Atlanta, Georgia. I’m at a marketing/business development conference. It’s been an interesting experience. I’d love to say it’s been wonderful, but unfortunately a broken shower, less than stellar food, and a chilly meeting room has made for a memorable weekend.
Thankfully, the Attendees have been nice and had some enjoyable conversations and networking.
Tomorrow it’s back to the office and to put everything into practice
Did you know that you can create forms in Adobe Acrobat that will allow you to change the font size, weight, and color of the text you enter into the form fields?
When you set up the text fields in your form make sure that you check the box in the properties dialog box that says to use rich text formatting.
Now when you are entering text into the form and press CTRL-E it will open up a contextual panels that will allow you to change the font, weight ( bold/italic), size, color and if you look under the advanced options even line spacing!
Why is this important? Well, for general forms this gives the person filling it out the form to use emphasis. It’s even better is when you are creating a form for a document that will need to have the copy changed and reused. For example, mailing labels, cd labels, and other documents that need consistent design, but a limited space for content, so you may eyed to change a title, or other content.
So next time you create a PDF form – include a little creativity and formatting freedom and set your text fields to Rich Text Formatting.
bThere are many things that come together in the creation of a brand…
- Your logo or brand mark
- Colors – both primary and secondary
- Images – both yours personally as well as determining what type and style that will be used across your materials
- Graphical elements – any graphic pieces that will consistently appear in your materials
- The tone, or voice, of your copy.
These are the basic builds blocks a that are applied consistently across media and reflected in interactions Willard in the development of your brand.