In the mid 1990’s, company websites started popping up on the internet. Businesses were testing the waters of the online marketplace. Back then, it was enough to slap up a website with a few pages about what you do and what you sell. Competition was slim, and online branding wasn’t under much scrutiny. But this honeymoon phase didn’t last.
Fast forward 25+ years, and, now, if you want to stand out online, it’s not enough to just throw up a website. You need to get noticed in a noisy, highly competitive market. And let’s face it, there’s a lot of competition. So, what can you do to stand out?
In the Brandview Framework, we detailed the five key elements to building a solid brand that set you apart from your competition. The five elements are Voice, Vision, Village, Visual Identity, Value.
After decades of helping companies brand themselves as leaders in their marketplace, one thing I’ve noticed is businesses often have difficulty translating these concepts from theory to practicality in a cohesive way. I’ve seen small organizations take months to have a logo designed, only to then realize their new, shiny logo doesn’t match their other visuals.
And it’s not just small businesses. I’ve witnessed more than one mid-sized company roll out a marketing campaign premiering their new typography and logo, but their social media images were still matching their old visual assets.
The result? A mismatched brand. Also known as a Brand Identity Crisis.
What is brand identity crisis and why you must avoid it
You’ve probably heard of an identity crisis but not a brand identity crisis. In business, you need to be clear on this so you can avoid it.
A brand identity crisis is when a business has branding assets that are not in sync with each other. For example, if you look at their website and then their social media messages, it’s not immediately clear that they’re the same company.
Maybe the color schemes are different or the typography doesn’t match or their voice is slightly different across various platforms. These seem like minors, right? But they’re far from minor.
Here are a few of the consequences of a brand identity crisis:
- Your image in the market is jeopardized. Image matters with everything you do. When your brand assets don’t align, you don’t make a good impression in the marketplace.
- You can lose potential customers and clients because you’re not easily identifiable.
One of the most effective solutions to avoid a brand identity crisis is a branding package.
The components of an effective branding package
A branding package is a suite of visual assets designed to match your company vision, mission, and branding archetype. It gives a company a cohesive visual identity. A package typically includes:
*Color palette selection
*Alternate, complementary logos (for various formats)
*Stationery designs (business cards, letterheads, envelopes, etc.)
*Social media tempates
Are branding packages for small, mid-sized, or large businesses?
It’s easy to make the mistake of thinking branding suites are exclusive to large companies. But small businesses, entrepreneurs, even solo-entrepreneurs gain massive benefit from a branding package.
It sets the tone of professionalism, something small businesses often struggle with.
This is also true for mid-sized and large businesses. Branding suite packages are not negotiable for large organizations. They’re not merely an option, they’re expected. In fact, it can make the difference between large partnerships, successful brand campaigns, and establishing a company as a household brand.
So, all companies, no matter the size, can benefit from a suit of branding materials. And here’s an added bonus: There are benefits to going through the actual package creation process.
There’s high value in the process
The process of putting together a branding package is highly valuable.To have a branding package created, you must become clear on your marketing message, branding archetype, ideal customers, and overall vision.
Doing this work helps give you clarity. By going through the package process, you sharpen your awareness around these fundamental elements of your business.
Leveling up your brand is about creating a clear, solid strategy for standing out. Using a well-intentioned, high-value branding package is one of the clearest ways to level up and avoid a disastrous brand identity crisis.