Standing out in a sea of competitors can be tough. You know you’re giving it your all, but is it enough? The answer lies in the three branding elements best thought of like the three musketeers of your branding: one for all and all for one. 

The three branding musketeers must all work together to build value. The power of these three can surely elevate your brand and business, so let’s examine them more closely.

1. Brand Image

What first comes into mind when you see a huge billboard with a strikingly beautiful face? For most, it's the brand behind the ad.

Brand image is an essential part of your branding. It's the visual representation of your company, and it can shift with varying customer perceptions. For example, Coca-Cola serves the global market, and the brand has been around for over a century.

There's no better example of brand consistency than Coca-Cola. From the classic red cans to their iconic font,  you can identify Coke anywhere. The Mexicans, Japanese, Kenyans, Americans, Australians and every other nation that drinks Coke can recognize the brand.

It would also help to consider this example, Oprah and Beyoncé have a distinct image that screams success and luxury. These powerful women represent the brand they’re associated with in an unparalleled way. Another example is a high-end private club that portrays elegance and exclusivity.

Elements of Brand Image

• Logo

The logo you choose should embody the core values and brand message. It should be adopted seamlessly across platforms, from icons to websites, print pieces, and even on billboards. 

The logo should be memorable and recognizable; you want customers to recognize your brand even without text.

• Color Palette

Brand core values come alive with the colors you choose. Bright colors can appear more youthful, while dark colors suggest maturity and trustworthiness. Research web-friendly colors and their meanings to get an in-depth understanding.

• Imagery

Contextual imagery speaks louder than words. It conveys the message in seconds and leaves a lasting impression in the viewer’s mind. Imagery helps to depict people, places, or scenarios that portray what your brand stands for in the marketplace. 

2. Brand Voice

Come here! Depending on the context, it could be interpreted as an invitation or a command.

Brand voice is the way you communicate with your customers. How do you sound? Are there times you get misinterpreted?

The tone you use will shape your customers’ perception of your business. A warm and friendly tone creates an emotional connection to the brand, while an authoritative voice might create distance. Consider how you want people to perceive your company before determining your brand voice.

Elements of Brand Voice

• Word Choice

Take into consideration what fits with your company or brand. Do you use friendly language or complex jargon? How do you name your products or services? Use these as guides to ensure the words you pick clearly match and support these fundamentals.

• Tone

Tone is the sentiment you wish to convey to your audience. Do you wish to be seen as approachable or authoritative? Is it casual? Formal? Humorous? Professional? Conversational? Identifying who your brand is at the heart will support developing a consistent tone. 

• Punctuation and Capitalization

The use of punctuation can influence the way people perceive your brand. For instance, using lots of exclamation marks symbolizes excitement, while capitalizing words can appear aggressive. Are you formal? Then the use of “can’t” would not fit as well as using “cannot”. Are you trying to be friendly? Then being more casual with the word “thanks” rather than “thank you” will bring out your brand. 

It might seem overwhelming to consider all of these points for your brand voice but defining this upfront will ensure you are building a strong clear foundation for how your brand will sound to others in the written and spoken voice.  

3. Brand Personality

We affect the people around us with the power to shift their feelings and help them discover themselves. The same goes for companies, too!

Brand personality is the defining factor of your brand, like the human face behind a corporation. It’s what customers connect to, relate to, and remember.

Elements of Brand Personality

• Relatability

People like to feel understood, and the same goes for brands. Invest in customer surveys and research what your community identifies with, then use this knowledge to create a personality that resonates with them.

• Values and Beliefs

These factors lend credibility to your brand. What are you passionate about? Is eco-friendly packaging or green energy something close to your heart? Share with the world your commitment to local philanthropy or volunteer work.

• Humor

If it fits your personality, humor can be a great addition to your branding style. Use it as an opportunity to break the ice and build trust between you and your customers. A good joke goes a long way!

All for One, and One for All

Brand image, voice, and personality are three aspects of a company’s identity. Combined, they create an experience that customers won’t forget. Always communicate these elements consistently across platforms as you continue building your brand. Consistency is so important that it even made number 1 on our five Top Website Must Haves.

Our free brand health scorecard is a great way to keep track of your progress. With Ratliff Consulting, you'll be on the path to greatness! Contact us today for more information. Good luck on your brand-building journey! We can’t wait to see what you create.