Modern Branding Is All The Same: How To Avoid Blending In
Your brand should be all about clearly showcasing who you are, what you believe in and how you’re different. However, as there are now so many shortcuts available to make creating your brand more accessible, many are becoming increasingly similar. From editing platforms like Canva that have many pre-set templates and are making ads look all too similar, through to build-in themes on CMS’s like Shopify meaning many ecommerce websites now look similar, many modern branding methods mean everyone is moving in the same direction as an easy and cost effective means of running their brand.
However, something that helps a business to last and become well established is giving customers a reason to believe in them and stay committed to them, which is enabled through having a truly unique brand. So, whilst there is value in tools like pre-set Shopify themes and Canva templates, they absolutely should only be supportive tools outside of your main branding strategy. There are three main things that you can do to avoid blending in and to master modern branding.
3 Ways To Master Modern Branding
Work With The Right Agency
One of the most valuable things you can invest in for your business is the right branding agency. As we mentioned, you can create modern branding using templates or pre-set themes, however you’ll likely end up looking like about 5 other competitors out there. Even if your product offering is similar, you need to utilise branding to set yourself apart to give your customers something to believe in and keep coming back to.
Your core values and USP’s as a business should absolutely sing through everything you do, from your website design and content through to your social media ads, packaging and everything in between. You could have the best reasons in the world to be running your company as you do, but without showcasing that to your customers through the right modern branding, you’ll struggle to make the most of what you have to offer.
So, when you choose the right branding agency, they will get to know everything about your business, then take you through the process from start to finish in order to create a perception of the brand that you’re proud of. You can get as much support as you need, whether it’s solely packaging or through your digital design, but we would recommend utilising as much as possible to get that consistency across your entire brand.
Have Really Clear Modern Branding Guidelines
Once you’ve worked with a branding agency, you should have a set of really clear brand guidelines that can be utilised across the business. If you’re not working with your branding agency on an ongoing basis, then brand guidelines are fantastic to have. This will include everything to do with your modern branding strategy, from your core brand values, logo information, colour palettes, typography, tone of voice, imagery and where to utilise all of those things across different marketing channels in an innovative way.
You should share the brand guidelines with everyone in the business, perhaps hosting a seminar about them so everyone is really clear on how they should be used. Then, you could assign someone who reviews anything that is going out to the consumer (social posts, digital design changes, updated packaging etc) who is responsible for ensuring that it adheres to the brand guidelines. Having this clarity across the business will ensure that you provide your customers with nothing but consistency and exceptional modern branding that they can easily recognise.
Undoubtedly Display Your Authenticity
In a busy and competitive world, often people lose their authenticity as a business and get caught up with trying to do what their competitors are doing. However, wherever possible, it’s so valuable if you’re able to undoubtedly show who you are and stay focused on progressing as a business through your modern branding, rather than competing in a rat race.
To do this, make sure that you stay true to your values and showcase that through storytelling that is meaningful. From actively engaging with your customers and working on your customer flow so they truly feel seen, along with highlighting the human side of your business, customers will respond to this authenticity and want to be a part of it by staying loyal.
Embrace your strengths, identify your weaknesses and build upon them, and generally focus on providing a product or service that is absolutely valued and needed by your target demographic. Then, utilise your modern branding strategy in order to bring it to life.
Final Thoughts
Modern branding needs to be well thought out, authentic and consistent. At BGN, we specialise in branding that will help to showcase who you are through exceptional design and well thought out strategies across your channels. We’ve worked with everyone from startups to global businesses wanting to shift their branding, helping you to become the go-to in your industry. Take a look at our projects to see what we’re all about and get in touch to speak to a member of our team!
