Use Design Components to Solidify Your Content Marketing Brand - dummies

Use Design Components to Solidify Your Content Marketing Brand

By Stephanie Diamond

Design and color play a tremendously important role in the branding of a company. Every year, companies spend millions of dollars to update and refresh their brand. Here are the design elements that distinguish a brand:

  • Tagline: A tagline can help your potential customer understand the essence of your brand. Think American Express’s tagline “Don’t leave home without it.” American Express wants its customers to feel that their credit card is essential to their everyday life.

  • Design: Design of online properties is a critical component of branding because it can convey a sense of modernity (good) or irrelevancy (not good!). Also key nowadays is a design that allows mobile devices to display the design correctly on their smaller screens.

  • Logo: As you see in the sidebar about logos, a logo can be critical to a brand. But don’t think that it must be complex. Actually, simpler is often better. Consider the IBM logo, shown here. It’s nothing fancy, but it has stood the test of time.

    The IBM logo is simple but classic.
    The IBM logo is simple but classic.
  • Icon/avatar: This is the little design that you see in the upper left of a browser page or on a website. Because the icon or avatar is viewed so often, it makes a lasting impression. Don’t overlook its importance.

  • Graphics and photos: Visuals communicate ideas that you can’t express in words. Your graphics are very important, so stay away from stiff stock photos and clip art.

  • Fonts: Fonts are the lifeblood of brands, but people don’t think about them. They just accept the feeling they convey. If you think of iconic fonts, you’ll arguably find none more iconic than Disney’s. No company would dare use something remotely similar for fear of confusing its customers.

    The iconic Disney font.
    The iconic Disney font.
  • Color: Color sets the mood for brands. Very few brands have done a better job of pairing a color with the idea of luxury than Tiffany and its little blue box.