In today’s cutthroat marketing landscape, it seems like standing out from the competition gets harder by the day. When it comes to content marketing specifically, the amount of competing noise does not stop. There are certainly ways to stand out from the crowd most brands are aware of, such as social media advertising, Google Adwords and more. Yet, there's a very effective and simple method to differentiate yourself from your competitors that many entrepreneurs often overlook or are simply unaware of: creating a brand kit.
Defined, a brand kit is a set of templates where a company agrees on their color palette, types of fonts and more, which will then be used on all marketing materials to create consistency.
In this post, we’re going to discuss the 3 primary reasons why you as an entrepreneur should consider creating a brand kit, plus how to do it.
Why Create a Brand Kit
1. Consumer Psychology
The most important reason to create a brand kit is that it directly appeals to consumer psychology. Consistency in design, color palettes, fonts and more is one of the simplest yet surefire ways for your brand to become instantly identifiable in the eyes of the consumer. Because the average attention span of a human being is now less than that of a goldfish, being quickly recognizable to your online audience is more critical to marketing success today than ever before. The goal of every brand that is actively conducting content marketing should be to ensure that your design is so consistent that your followers immediately spot your content as they thumb down their feed before ever seeing your company logo.
By doing this, you will make engaging with your content easier and more streamlined than it would otherwise be for your most loyal followers.
2. Increasing Efficiency of Workflow
Another key benefit to creating a brand kit is simply the amount of time and effort your team will be saving by deciding on the design of marketing content prior to creating it. Having an optimized workflow is paramount to capitalizing on various opportunities that might arise in the marketplace in a timely manner. By eliminating a step in the decision-making process for your company, you can then focus on the creative aspect of what your content will consist of as opposed to simply how it will look.
3. Making Your Brand Appear More Professional
If your company is publishing content with a wide variety of fonts, color palettes, and styles, then you could run the risk of being perceived as unorganized and unprofessional in the mind of potential customers. By coming to a consensus as a company on the templates, fonts, and colors you will be using across social media and beyond, you will be positioning your brand to be perceived as intentional in your every move as opposed to reactionary. In today’s competitive marketplace, every single touch-point with a potential customer is crucial because consumers are so overwhelmed with buying decisions that they are looking, either deliberately or subconsciously, for reasons not to buy your product or service. Good or bad design is one of the most effortless ways for a potential customer to come to one of these decisions.
In today’s competitive marketplace, every single touch-point with a potential customer is crucial because consumers are so overwhelmed with buying decisions that they are looking, either deliberately or subconsciously, for reasons not to buy your product or service. Good or bad design is one of the most effortless ways for a potential customer to come to one of these decisions.
How to Create a Brand Kit
1. Decide On a Color Palette
The first step to creating a brand kit is deciding on a color palette that will be used in your various types of marketing assets. Whether this is the same color as your logo, a combination of your logo and another color, or a completely different arrangement, the important thing here is being 100% sure the color palette is always the same across your various marketing channels.
2. Select a Font or Fonts
Having the same typeface across all of your graphic design that will be published throughout your marketing efforts is yet another way you can leave a lasting impression on your audience. Without a consistent font, your brand will come off as amateurish in the eyes of your customers and potential customers. For instance, Coca-cola uses the cursive-esque, Spencerian font that we all now instantly associate with the brand. The very second we see the font, we think of the soda company.
3. Create Templates for the Types of Content Your Company Usually Publishes
Are there one to two styles of content, whether video clips or helpful infographics or something different, that your company publishes on a regular basis? If your organization actively executes various content marketing campaigns, then chances are high that you do follow patterns with the type of content you create. To streamline the creation process going forward, build templates of the 3–5 types of marketing content your team usually publishes. This way, anyone on your team will be able to go in, plug in the necessary information and post it in a timely fashion.
It’s no secret that the marketing landscape is saturated and more competitive than ever than before. That being said, just because something is difficult does not mean shortcuts to make the process easier don’t exist. By creating a brand kit, not only will you save yourself time by not reinventing the wheel time and time again, but you’ll also make your brand memorable to your engaged followers. This year, experiment with creating a brand kit. It just might be the time-saving marketing tactic you’ve been waiting to discover.