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Branding the little things
Building a brand is an important way to develop your business and attract customers, but I read a blog post recently that reminded me of branding even the small things to match your style guide.
Kylie posted that customising and branding your invoices is useful, and quite easy. Personally, I have always had my logo and other details in my invoices, but I hadn’t thought about changing the font. Many people would say that invoices are boring and nuisances rather than marketing tools – and that no one would ever notice what font the dollars are printed in – but it still part of being consistent and reinforcing the look of your business. It also shows an attention to detail for anyone who does notice the details of your invoice.
So, is your invoice branded? Does that include choice of font, wording style and colours/backgrounds?
Branding is in the details
Branding is a big subject, covering how you use your logo through to how you give a presentation. But did you know that the words you use in documents, on websites and in presentations also form part of your brand?
For instance, if your brand is to be young and funky, you don’t want web copy that reads “In our experience, prospective partnerships are best developed through a commonality of interests…”
Some factors to consider to ensure your written communications enhance your brand are:
- using language to suit the audience you want to attract
- use Australian spelling and conventions if your brand is ‘Australian owned’
- point of view – do you say ‘you’ or ‘clients’?
- how do you write the business name? Can you abbreviate it under certain circumstances?
- the tone – casual, formal, academic, legal
- the focus – business people, families, students, employers, professionals, etc
This can all come into preparing a style guide, too.
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