VISUAL DESIGN

In order to create a strong, consistent and unique company, it is very important to think carefully about the brand identity that goes with it. Many entrepreneurs often underestimate the power of branding, but in a world that is becoming more and more connected, with more and more freelancers and startups, it is all the more important to pay more attention to what you want to convey and how you feel. want to appeal to your target audience. This goes much further and deeper than just a logo or recognizable color palette.

Just like that during a job interview you are much more than just your clothes and appearance. Appearance matters. The visual component does a lot to our perception and it determines a first impression to a very large extent. However, Branding adds a much deeper layer. It creates (for your brand) the person ‘behind’ the clothing and appearance. This ‘person’ is usually the factor that makes people have a certain feeling about a brand. And because people decide practically everything on the basis of ‘how it feels’ instead of a purely rational consideration, the power of Branding is enormous.

Branding consists of thinking out the mission and vision, the core values, the ‘tone and language’, the guidelines, the positioning, the customer experience, and many more things that influence the experience, the feeling and the perception of the customer. Branding can also include coming up with a company name and usually there is a research phase under the Branding process that looks at the market, the competition and the opportunities that lie there.

First of all, it is essential to clearly define the brand by bringing together the elements at the origin of it (motivation of the creators, history, etc.). The objective is to define what are its values, its raison d’être and above all the message to be conveyed. Then, you have to study the market, in particular what consumers are looking for and the positioning of competitors. As a result, the creation of the brand identity can be established, from the name of the brand to the logo, including colors, tone and typos.

Some digital agencies advise defining a “style guide” which consists of gathering all the information that gives meaning to your branding: the tone and vocabulary to use, the use and variation of the logo, the key images, etc.

Finally, the branding must be declined according to the media chosen according to the digital strategy of the company: profiles on social networks, web application, website (e-commerce site or showcase site), etc.

By using digital agencies such as Fullstack in Paris, the company owning the brand benefits from tailor-made support from experienced professionals who will help it define effective branding that is consistent with the message to be transmitted.

Brand content consists of placing the brand, its product or service at the heart of the content. It is a question of highlighting the brand universe such as its history or its values. The best-known example is storytelling, which can be found through brand strategy, in particular digital communication on social media in order to establish a real link with the target.

As for the characteristics of content marketing, these aim to produce content that responds to the problems of its prospects and customers. As a result, content marketing will not be used to highlight the brand but rather to produce relevant content after studying the needs and expectations of consumers. This is why the content produced will generally be informative, on some websites there are guides, articles, white papers, infographics or even podcasts.

Whether it’s brand content or content marketing, content creation takes time and requires real know-how for the strategy adopted to bear fruit and achieve the objectives set. Thus, many companies choose to entrust this task to service providers such as freelancers or digital agencies.