Branding through Color

Valerie Costilla
Valerie Costilla in Design

Picking and using your brand colors shouldn’t be a game of “what’s my favorite color?” Instead, it should involve a little brand soul searching. Matching your brand mission, goals, and values to color choice and usage are essential to effective brand communication. The use of color in branding helps convey emotions and creates visual consistency and hierarchy which, in turn, builds brand recognition.

When you establish your brand colors, you’re also establishing how people will view your brand. Each color should enforce the meaning and purpose you are trying to convey to consumers. What do you want your consumers to feel and associate with your brand? Do you want them to know you’re trustworthy, innovative, or maybe passionate? You should take color  choice seriously so your brand can communicate effectively.

When selecting your brand color palette you must also create rules that dictate when to use each color. This will help consumers recognize which brand they’re interacting with as soon as they see the colors. Think about which brand you associate most with the color red; I can bet most of you thought of Coca-Cola or Netflix.

Establishing brand guidelines for your colors will help consumers understand your business’ hierarchy. When designing any color scheme it’s best to decide which color will be your primary, secondary, and accent color. Designating colors will help ensure that you’re not using all the colors all the time. Color hierarchy helps people navigate information. If you use each color equally, consumers won’t know which color to pay attention to.
 

Color Symbolism

Consciously or subconsciously, people associate colors with different feelings and meanings based on their past experiences. Color context plays a key factor in how people perceive colors.  Here are some common meanings assigned to colors:

Red – Passionate, dangerous, extreme, powerful

Orange – Creative, fast, fun, spontaneous

Yellow – Bright, happiness, warmth, caution

Green – Natural, clean, energy, fresh

Blue – Trustworthy, dependable, innovative, calm

Purple – Royal, rare, luxury, authority

 

Color Schemes

Complementary Color Scheme

Complementary colors sit opposite of each other on the color wheel (e.g. red and green). Using complementary colors creates the most contrast because these pairs are separated the most on the color wheel. Although complements create the most contrast, they don’t always work the best in color schemes.. When using this color scheme, be careful to make sure your colors are not too harsh. Complementary colors work well when calling attention to a detail rather than using them in large quantities.

Complementary

Walmart’s logo uses a light blue as their primary color to convey that they are friendly and approachable. The yellow-orange secondary color is bright and conveys innovation and happiness.

walmart_logo

 

Analogous Color Scheme

Analogous colors lie right next to each other on the color wheel. These colors usually create cohesive color schemes (e.g. dark green, light green, and yellow). This type of color scheme commonly occurs in nature which is why it creates a harmonious feeling. One thing to consider when picking analogous colors is to make sure there is enough contrast between each color.

Analogous

BP’s logo does a good job of using two distinct greens which convey energy and nature. The yellow suggests light, heat, and the sun. 

bp

 

Split-Complementary Color Scheme

Split-complementary colors include one base color and the two colors adjacent to the complementary color (e.g. blue, red-orange, and yellow-orange). This color scheme is similar to the complementary color scheme because of its strong visual contrast, but it is not as harsh.

SplitComplementary

The Firefox logo’s red- orange and yellow fox conveys a passion for innovation.The blue signifies the world and technology it provides. 

firefox_logo-only_RGB

 

Triadic Color Scheme

Triadic color schemes work with  three colors that are evenly spaced around the color wheel (e.g. purple, orange, green). This color scheme tends to be very vibrant so using it successfully can be tricky. The colors you choose should all be visually balanced, but you need to decide on a dominant color.  

Triad

The FedEx logo is a combination of the triadic and rectangular color schemes. You might be wondering where the green comes in? I’ll discuss that in the next color scheme. Purple is a quirky color and stands out compared to the boring USPS logo. The orange conveys the sense of urgency and speed FedEx is known for. If you’ve ever wondered the history of their logo, you can read the interview with its designer.

FedEx_logo

 

Rectangle (Tetradic) Color Scheme

Four colors arranged into two complementary pairs (e.g. blue/orange and red/green) comprise rectangular color schemes. This color scheme lends itself to many possibilities because of all the color combinations you can create.

Tetrad

Notice FedEx used orange and green from the triadic color scheme and determined their other brand colors by incorporating the rectangle color scheme. FedEx applies this color scheme to differentiate between their  services. Ground services uses green because it relates to the Earth and transport on land. Freight service uses red to convey the gravity of handling large shipments. Office services uses blue to promote trustworthiness to provide the best service for your needs. 

fedex

 

Square Color Scheme

Like the rectangular scheme, square color schemes also have four colors. In the square color scheme, the colors are evenly spaced around the color wheel (e.g. blue, red, yellow, and green). For a successful color scheme, there must be a balance between the warm and cool colors. Depending on the colors used, square color schemes can seem primary or childlike.

Square

Although the Google logo uses primary colors, these colors convey exactly what they are intended to stand for. The colors are friendly and encourage people return to their childlike curiosity. The colors are playful, yet refined enough, to be used sophisticatedly.

Google logo

 

Incorporating color theory and taking color perceptions into consideration can lead to a more successful use of color for your brand. Maybe all your brand needs are some rules on when and where to use your colors to create consistency and hierarchy. Perhaps changing your call to action button to a bright orange could help with conversions because it has high contrast to its surroundings. Whatever it is, taking color into consideration can help drive brand messaging and recognition.


Pokemon: Green Means Go

Nicholas Sirris in Marketing

You are a CEO at a tech company in San Francisco and have to choose which product team to promote to senior level roles. Which would you choose?

Product Team A:

  • 14M downloads
  • $20k in daily revenue
  • $1.1M total net revenue

Product Team B:

  • 100M downloads
  • $10M in daily revenue
  • $160M in net revenue

There’s no doubting Team A’s success, but Team B’s numbers cast a shadow over its competition like that of a fifteen-story skyscraper towering over a neighborhood apartment complex.

Now what if I told you that Team B’s product is less than 30 days old, compared to 3 years for Team A?  Want to know something even more startling? They are essentially the same exact product.

 

Pokemon Go: Showing Up In Your Neighborhood

Product B is a game called Pokemon Go, a location-based mobile game that turns real-world landmarks into in-game objectives—and one that is all the rage right now.

The game is simple to learn. Using your phone’s GPS, the software causes Pokemon “monsters” to appear on your screen, superimposed on your normal camera view. You “catch” Pokemon by shooting a Pokeball at them while they are inside of a colored ring. If you’re successful, these monsters enter your collection, where you can customize their appearance and vital metrics. The idea, as Pokemon’s catch phrase insists, is to “catch ’em all”. It’s easy to play, addicting (I caught a few just this morning), and is one way or another, likely affecting your current personal life.

 

Pokemon Go Game

 

Pokemon Go Is Going, Going, Gone

Pokemon Go has made global headlines in the last 30 days. It’s raking in an insane 10M dollars a day, but in all honesty, its total worth could be in the billions.  Apple, whose iTunes store stands to make $3B from the downloads alone, recently announced that Pokemon Go had broken the record for most downloads in a week—not just among gaming apps, but of every category.  It’s easily surpassed Tinder’s user base in a few short weeks and now has an even more sizable one than the social media behemoth, Twitter.

From a financial point of view, these numbers aren’t impressive; they are groundbreaking.

 

Pokemon is breaking records

Waiting on the Sidelines

Companies are avidly looking to cash in on the game’s popularity and the waterfall of profits that are sure to come with it. Local businesses using various “luring” methods to attract Pokemon players to their storefronts are already reporting major bumps in revenue. Yelp even created a filter to help players identify gamer-friendly businesses. Everyone wants a piece of the Pokemon revenue pie.

Want to talk about a payday? Larger corporations will pay good money to have dedicated users spend time in their establishments. McDonald’s is the first company to take advantage of this setup but likely won’t be the last. In an attempt to piggyback on the media’s fixation, travel companies like Marriott Rewards have offered to sponsor the international travel of advanced players.

 

Pokemon partnerships

 

Putting A Stamp On The World

Gamers aren’t known for hitting the town, but Pokemon Go is pushing gamers to get out and explore their cities. If you’ve seen a large mass of people weaving through oncoming traffic, heads down, with their eyes glued to their phone screens in the past few weeks, you have an idea of what I’m talking about.

Is it annoying to dodge pedestrians paying no mind to the road? Sure. But this game is creating an opportunity for introverted and extroverted players alike to make new friends. Some people are even losing weight as a result of their daily gameplay. Pokemon Go might even be the answer for world peace. Who knows? It’s only been 30 days.

 

Large group playing Pokemon in Spain

 

Pokemon Go is No Overnight Success

Fact: Pokemon Go was actually released 3 years ago. Well, sort-of. Remember the previous example with the two lopsided product teams? Product B is a game called Ingress, brought to us by the founders of Pokemon GO. While it hasn’t exactly been a failure, Ingress is over 3 years old and has caused less uproar than it’s counterpart.

The strange thing is—Ingress is essentially the same game as Pokemon Go.  Think of Ingress as Pokemon Go’s older and less cool brother, that just so happened to pave the way for its existence.Instead of monsters, Ingress uses aliens. Although Ingress is team-focused, both games guide users to built-in hotspots where they can generate items to help further a mission. These hotspots exist physically and virtually, displayed together in one camera view.

Ingress’ world map was essentially repurposed for Pokemon, and it was Ingress players (can we call them Ingressors?) that indirectly determined the locations of Pokestops in Pokemon Go.

So if Ingress and Pokemon are the same game, why did the latter takeoff?  Was it luck? Timing?

 

John Hanke and Niantic

Pokemon Go’s virality is due to a technological evolution that John Hanke, CEO of Niantic, has been working on for over 30 years. Niantic began in 2010 as a startup within Google before spinning off in 2015 and becoming its own entity. Hanke was a founder of Keyhole, the company that helped create Google Earth and Google Maps. It was Hanke’s experience with mapping that gave Ingress a way to create its virtual landmark concept.

Hanke is no fool, but his decision to partner with Pokemon on a new version of his existing game was based on a joke. On April 1, 2014, shifty tech-giant Google played a little trick on us by integrating a version of Pokemon into Google Maps. Placing Pokemon characters throughout the globe, they released a video asking anyone adventurous enough to find and “catch ’em all.”

The winner would be offered a job at Google. Within a few hours, the joke (and likely publicity stunt) went viral. Hanke knew he had something big on his hands. Furthermore, it was then he was able to witness Pokemon’s fan-power in full force.

 

 

Lasting Strength in the Pokemon Brand

Pokemon turned 20 this past February. Created in 1996, it has sold over 200M copies and made $39B in its lifetime. This has made Pokemon the second-most popular video game franchise of all time. You don’t have to look very far to see that the Pokemon brand has kept much of its early popularity. It made over $2B in revenue just last year. Not too bad for a game that was predicted a failure by Nintendo prior to its launch.

Pokemon’s origin doesn’t lie so much in pets or monsters as it does in a love of bugs. The game’s creator, Satoshi Tajiri, came up with the idea for the game after trying to catch small beetles and worms as a child in his native country Japan. Tajiri, who was famously mentored by Donkey Kong and Mario creator Shigeru Miyamoto, gives credit to bugs as his inspiration. “As a child, I wanted to be an entomologist; insects fascinated me”, says Tajiri. The game is therefore rooted in a child-like excitement which would explain its popularity with the youth.

 

Pokemon extreme brand loyalty

 

In Branding, Emotions Are Powerful

A great brand is able to elicit emotion from its audience. For those of us that grew up in the 90’s with the original Pokemon game, the nostalgia is overwhelming.

We love Pokemon, but what does that really mean? We love the way the game makes us feel.

Pokemon are basically digital pets. They have unique sizes and shapes, temperaments and personalities. Sure, owning a digital pet isn’t the same thing as owning a real dog or cat, but it’s the next best thing. These Pokemon do the same things our real pets do. They make us laugh, we watch them grow— we take ownership of them.

Who’s able to recite a popular show’s intro theme song (I’m looking at you Fresh Prince of Bel-Air fans)? A brand’s music becomes engrained in our life experience.  It makes sense then, that Pokemon related songs have tripled in popularity since the release of Pokemon Go. Music is powerful and a great branding tool. I’d dare to bet there’s a jingle of some kind dancing around in your head right now.

For years, fans followed Pokemon through comic books and television shows. By continuing to provide quality content, Pokemon’s creators kept their audience engaged throughout the years. The show brought emotions out of us, and while it may have been years since we last tuned in, those emotions have a way of surfacing as they have now.

It’s this emotional tie-in between ourselves and the Pokemon brand that’s made the new game’s appeal undeniable.

 

You Don’t Need a Pokeball to Capture Your Brand’s Identity

Pokemon Go’s popularity is mirrored in the app’s metrics. Average usage is a key performance indicator (KPI) in the mobile app industry. A Pokemon Go-er is on the app for an average of 26 minutes, Conversely, Facebook’ users spend an average of 23 minutes in the Facebook app.

Numbers like these indicate a dedicated fanbase, and one that didn’t just haphazardly stumbled upon the game in the app store.

In other words, the longer a person spends on the app, the greater value for that app. “Truly successful apps offer a clear solution to a problem their users face, with success affirmed by users visiting the app repeatedly,” according to Brant DeBow, EVP of technology at BiTE Interactive. These users are showing Pokemon a rare kind of brand loyalty, like nothing we’ve ever seen before.

 

A loyal Pokemon fan holding a Pokeball

 

Brand Characteristics That Bring Value

What’s important in a brand? A logo design is only the start. Your brand should encompass the following characteristics:

Impassioned: Whether through color or design, when you make people feel something, it will resonate with them forever. There is a saying, “People will never remember the things you said. They will remember how you made them feel.” This holds true with branding as well.

Easy to access. Pokemon Go is free, meaning anyone can download and play it. Your brand should be specific enough to make sense in your industry, yet universal enough to reach any demographic.

Distinct in communication. Ingress’ storyline is fairly complicated, whereas Pokemon’s storyline is overtly simple. “Gotta catch ’em all” is a catch phrase that’s been used for over 20 years, and one gets to the essence of Pokemon. Getting to the point and maintaining one voice throughout your messaging is vital to branding.

Easy to engage. Pokemon Go is easy to learn how to play, and it is addictive. The moves are very basic and so are the goals. Your brand should make it easy for someone new to interact with it and intriguing enough for them to want to immerse themselves in it.

Consistent. The image of a red and white Pokeball has been at the forefront of the Pokemon brand since its inception. The Pokeball can historically be found on almost every product, including the most recent Pokemon Go release. Driving a consistent message is key to brand identification.

 

Emotions Rule

Augmented reality technology is impressive and will likely shape the future of mass marketing. Pokemon Go is a force— that much is certain, and every tech CEO and marketer wants to be in John Hanke’s shoes right now. Hanke’ success is well deserved; he devoted many years of his life to developing geo-locating technology.  Even so, the real story here from a marketer’s perspective is the unwavering strength of the Pokemon brand in the 20 years since its creation. Emotions elicit brand loyalty—and no one knows this better than Pokemon gamers.

 

The next time you see those impassioned gamers face-down in their phone, keep in mind they’re not just having fun. They’re emotionally invested.


What Comic Books Teach You About Design

Keila White
Keila White in Design

I can rant on forever about why comics are great. The combination of visual elements and text call to me. Plus, I am a sucker for a great hero. Better yet, a great villain.

 

In Scott Mcloud’s Understanding Comics, he defines comics as “Juxtaposed pictorial and other images in sequence, intended to convey information and/or to produce an aesthetic response from the viewer.”  As I read, a light bulb flashed on top of my head: comic book artists have similar goals as designers. We both use images and other pictorial elements to convey information. We both work to get specific responses from our viewer. I took some insight from this book and applied it to what I do as a Designer.

 

Build Visual Vocabulary

 

Both comics and design utilize iconography and a set visual vocabulary to communicate an idea. Keep in mind,words are abstract icons. Words represent an idea, not the physical representation of that idea.

 

Comic book artists use simplification to entice a response from their viewer. People respond to cartoon images versus realistic images through simplification. For example, smiley faces are so stripped down, anyone can identify with them.

 

 

“Comic book artists use simplification to entice a response from their viewer.”

 

To effectively communicate, iconography should remain simple. The more realistic an icon is, the less effective it will be. For instance, icons that include people with realistic features are not inclusive of everyone. A faceless and gender neutral icon can be you, me, or the next door neighbor. We can identify with these faceless icons. Work within a visual vocabulary of basic shapes to build simple but effective iconography.

 

Speak the user’s visual language: build on norms to communicate. For example, people associate a floppy disk icon with saving. I did not say all icons make sense, but, norms are exploitable. Expand your vocabulary by looking at icon libraries, observing everyday iconography like street signs, and studying typefaces.

 

To take this idea further, design the rules of your visual language. Use these parameters as a jumping off point and reference throughout the design process. Work within a set photo style and color scheme. Choose a concept to consistently convey throughout the piece. Set these parameters at the beginning of the process to build consistency. Never forget that the complication of a visual vocabulary takes away from ideas.

 

Provide Closure

 

Closure is observing parts and perceiving them as a whole. Closure involves arranging elements so people can mentally connect the dots to complete your story. Both designs and comics need closure. Great designs and comics do this well.

 

 

“Both designs and comics need closure. Great designs and comics do this well.”

 

When designing an interface, tell a story with a beginning middle and end.  Design elements to lead users through the story, similarly to comic book panels. The user is a participant who dissects what is on the page and creates a new reality from it.

 

Give the user tools to move through this new world. Guide the user to the destination through composition and visual hierarchies to gain closure. Elegant design provides closure while presenting minimal information. When you allow the user to complete information and connect the dots themselves, they will identify with the design. Those connections allow the user to see themselves in the design.

 

Create Additive and Subtractive Work

 

Elements omitted from the comic, or design, are as much a part of the work as those included.

 

Japanese comics are known for using panels to build an atmosphere. The reader recognizes the reality through panels that move throughout the scene. Comparatively, western comics contain panels that are action based without depicting much atmosphere. Western comics do not wander much in terms of moving along the story.

 

Strike a balance by creating work that is both additive and subtractive. Add enough visual information to create atmosphere while subtracting enough to let ideas flow seamlessly. Use the additive information to amplify meaning without letting it become a distraction. Less is more with design and comics.

 

 

“Use additive information to amplify meaning…”

 

The next time you are busted for reading Batman at your desk, explain that you are learning about consistent visual vocabularies, providing closure, and creating additive and subtractive work. Think of yourself as a designer assigned to tell a brand’s story.  We are working towards similar goals as comic book artists. Designers can learn a lot from the comic book profession.  


Design for User Experience

Keila White
Keila White in Design

Information is the lifeblood of design. Without information, design is useless. Web users do not spend as much time focusing on fonts and colors as designers would like to believe. They want information.

Fellow designers, I am with you; I die a little when good companies use inefficient typography. If design is not about about aesthetics, what is keeping designers from living a life on the run and becoming design vigilantes? Kerning for justice in the face of ugliness?

I’ll admit this approach is drastic. So before you go out and buy a cape, try this approach – focus on user experience.  Before focusing on aesthetic elements, do your research. Utilize problem solving skills to accomplish goals, give users what they need, and organize information effectively.

 

Define Goals and Set Objectives

It is a designer’s job to solve problems and work toward specific goals. Goals must be established before pixels hit the screen. Parameters are set to work toward a specific outcome. While it may seem that rules limit creativity, they actually set the stage for good design. Clearly defined goals produce obtainable objectives.

 

 

“It is a designer’s job to solve problems and work toward specific goals.”

 

The first step to designing anything is getting to the core of the problem. This could be anything from providing contact information, to organizing the hierarchy within the page, or achieving more sales.

Once a problem is defined, a solution can be created, and objectives are then set to achieve that solution. Define goals for both the user and client, then align those goals. This process gives focus to the design process and clarifies what the design is communicating.

 

Know the User

The key to knowing your user is identifying the target audience. The target audience is the ideal audience for your website within your demographic.

Keep in mind, the target audience for a website about fuzzy flying unicorns is not composed of 40 year old business men. Some of your audience may include 40 year old business men, but not all.

You may be asking “Shouldn’t everyone to be the target audience? The more people you target the more people will visit, right?”  When your target audience is everyone the message gets diluted. Users’ needs cannot be anticipated when everyone is part of the target audience.

At Fahrenheit Marketing, we create User Personas. A User Persona is a fictional or real user of the website.

A persona can embody the demographic of the user and have the same motivations as the target audience. However, the user persona can also represent a user who does not use your site. This shows who not to design for, which can be just as helpful

Designers utilize User Personas to solve problems with a single user in mind. Personas paired with other research methods such as competitor analysis and an analytical review give designers the tools to understand who their user is, what they are accustomed to, and what motivates them.

 

Design with Users in Mind

The goal for creating optimal user experience is making the site obvious and simple, which is not as simple as it seems. Designers use research to craft tailored experiences for the user.

Utilize conventions within the demographic to make the design easier to use. Conventions do not produce conventional design when they are used to enhance usability. Important information should be easily accessible to ensure users can accomplish their goals.

 

 

“Conventions do not produce conventional design when they are used to enhance usability.”

 

For example, If the user is looking to access contact information, contact information must be on top of the visual hierarchy. The visual hierarchy needs to be arranged so information is scannable. This includes clearly defining sections and reducing clutter to clarify information.

Allow some information to fall back so important information can move forward. Decipher what is important by referring back to the research throughout the design process. Give the user what they need, while simultaneously enticing them to go deeper into the site.

 

Designers have a complete arsenal of skills to create work that is visually pleasing and efficient for the user. Ultimately, precise planning goes into excellent web usability. When designers do their  research, they can better understand their users and present information for optimal usability.  


The Marketing of You

Adriana Thompson
Adriana Thompson in Marketing

Marketing is everywhere. From the time we wake up and enjoy our first cup of Folger’s coffee to the time we brush our teeth with Colgate Optic White toothpaste and hop into our Tempurpedic bed, we are delivered thousands of messages from thousands of brands.

A brand sets a product or service apart from another product or service, or one person from another person. That’s right, we’re talking about personal branding. Remember, marketing is everywhere.

The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

We can then define personal branding as “the activity and processes for creating, communicating, delivering, and exchanging your personal skills and experience that have value for employers, coworkers, clients, partners, and society at large.”

 

Why is a Personal Brand Important?

 

“Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark.”

Jay Danzie

 

A personal brand, like a product’s brand, is important because it sets you apart from others. Your personal brand is constantly developing as you acquire new skills and experience. It answers the questions of who you are and what you want to accomplish in your career.

 

Business man leading team of business people

 

If you’re competing for your dream job or have your eyes set on a promotion, your personal brand can help you achieve these goals.

 

Personal branding is a great tool, but it’s overlooked by many people. Whether you’re a media buyer or a software engineer, personal branding is important for many reasons:

  • A strong personal brand can help you be more competitive as a potential employee
  • A strong personal brand can help you achieve career goals
  • A strong personal brand can help you get a promotion

 

A personal brand, when presented in a clear and consistent way, tells people who you are and the value you could bring to their organization, project, or team. The great news is that we are all unique and each of us has something valuable to bring to a business, client, or customer.

 

How Do I Build a Personal Brand?

Like a product’s brand, there is a strategy to developing your personal brand. Here are 4 things to consider when building your brand.

  1. Develop Your Personal Brand Vision
  2. Identify and Cater to Your Target Audience
  3. Develop Your Online & Offline Presence
  4. Grow and Adjust Your Brand Accordingly

 

Personal Brand Vision

The first step a company takes when branding themselves is developing the brand’s vision. A personal brand begins with identifying your vision and where you want to go. Do not try to oversell or undersell yourself. Be honest with yourself, evaluating your strengths and weaknesses, and develop your brand around the unique things you offer.

 

Think about your career and the things you want to accomplish. Consider your values and what is most important to you. Write a personal mission statement; this will help you focus on your main goals and the values by which you will accomplish them.

 

Whether you want to become a CEO, start your own company, or become an expert in your field, a mission statement will lay the foundation for your personal brand because it should reveal who you are and where you are going.

 

Your Target Audience

Brands sell products or services to customers. Personal brands sell your experience and skills to potential employers, clients, or customers. In order to develop a strong, clear brand, you must know the audience you’re targeting.

 

Possible target audiences include:

  • Potential employers
  • Superiors within the organization
  • Coworkers
  • Potential customers

 

Illustration of magnifying glass on two people with gears in the background and circles around the magnifying glass, target market concept

 

One of the most important things in the marketing world is networking; it’s about who you know and who they know. You can advertise your personal brand as you network, building the relationships you need for current and future business. Connections are valuable assets for all people in business.

 

Online & Offline Presence

Social media offers people the chance to broadcast their personal brands to the world. Make sure you’re on all of the major social media sites:

  • Facebook
  • Twitter
  • LinkedIn
  • GooglePlus
  • Instagram
  • Youtube (Videos are gaining popularity and are a simple way to share more about yourself with your audience)

 

Make yourself a personal website with your resume, your experience, and your contact information. This provides another way for people to experience your brand.

 

Woman looking at tablet in a chair at an office desk with windows in the background

 

For your offline presence, design a unique, creative business card. A business card with an innovative design that reflects your profession and your expertise can help set you apart from others. The design should match or complement your personal website, developing a consistent image.

 

The most important thing to remember when developing your personal brand is consistency. You want to provide people with a clear message of who you are and what you do; all of your social media sites and business cards should contain the same information and emphasize the same things. A clear brand is much more memorable than a brand sending mixed messages.

 

Constantly Evaluate

As you grow and develop new skills in your profession, your personal brand should grow as well.

 

Monitor your brand and how others are reacting to you. Like a business, you need to immediately respond to both positive and negative feedback. From Google Alerts to Hootsuite, there are plenty of tools to help you monitor your personal brand.

 

Woman typing on laptop sitting on table

 

Remember This

Here are the main things to remember when developing your personal brand:

  • Be yourself; capitalize on your strengths
  • Understand your target audience
  • Present a cohesive image throughout your online and offline presence
  • As you grow, make sure your personal brand grows too

 

Your personal brand tells us who you are, where you’re going, and the value you can bring. You offer something that nobody else can offer – you.