Marketing Tips

The Ultimate Guide to Creating Your Brand Aesthetic

Courtesy of By Liz Alton; Marketing Daily Advisor

Marketers are operating in a design-driven environment. Here’s how to create a winning brand aesthetic.

The businessman is working on brand ideas at the desk

In today’s mobile and social world, customers have more brand touch points with your company than ever before. They’re seeing your logo, website, company e-mails, social accounts, and more—sometimes several times a day. As a result, your brand’s visuals play a strong role in shaping customer opinions of your brand.

Dial in on the vibe: Aesthetics are about more than just your logo and color palette. Those are part of the picture, but your brand’s overall aesthetic is the larger sum total of different elements of the customer experience. It also includes your team’s attitude, the style of layout you use on your marketing materials, and even the types of in-person experiences or events that you create. If you had to boil down the feeling of your brand, how would you encapsulate it? What “vibe” does your brand give off to customers? Think about ways to reflect your goals and presence in easy-to-convey language. Some examples might include:

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