Prior to the digital age businesses have used logos, images and phrases in print, radio and television to create branding awareness and loyalty around products and services.
Now, with the widespread use of new technologies, businesses are facing new
challenges to remain consistent with their brand or identity while utilizing websites,
blogs, and social media to communicate their message.
Below are some tips to assist businesses with the transition from the physical world to digital:
1. Simplicity: Be aware of the elements that tell your company’s story throughout your
brand such as logos, images and colors. However, get rid of elements that could
create cluster or confusion about your message on a site or a blog. Consistent color, fonts, and logos should be used across all your media.
2. Flexibility: If your company materials were created for print or video, they might
require changes in terms of layout or resolution to be published online. Keeping
a brand consistent doesn’t mean repeating the use of the same layout across all
media. For example, a vertical logo may need to be modified to horizontal to be used on a homepage header.
3. Usability: Remember to use powerful images and short audiovisuals when
communicating your message online. A long audio/video or the lack of relevant
images on your online materials might not convey the message of your company
effectively. Even more than ever users ‘skim’ instead of read. Keep audio and video messages or materials short and to the point.
These tips apply to websites, blogs, podcasts, or social networks such as Facebook, Twitter, YouTube and RantRally, since they all let you share messages, images, audio and
video with your customers.