Strong branding is crucial for business success. Double check these six brand elements to keep your company’s online presence strong.

Element #1 – Color

Your brand’s colors give your customers an instant feel of your brand. Consistent color usage between your brand’s logo, website, and social media pages is key to giving your business a professional look and feel.

If you’re still deciding on your brand’s colors, be sure to tune into color psychology!  With brand colors, a “less is more” mentality often applies, as using too many colors may make your brand seem undefined, or pulled in too many directions.

Use Adobe Color Wheel to explore different color options!

Element #2 – Font

Fonts. Fonts. Fonts.

Just like brand colors, fonts need to be consistent and selected based on your product, aesthetic, and audience (to name a few!). If you’re a business consulting company with a sophisticated aesthetic, consider a modern, cutting-edge typeface.  If you’re a fashion startup targeting young adult women, consider a softer, lively script. Picking a font that fits your business is vital to constructing a strong brand.

Double check that your fonts are consistent between your website and the copy on your social media page photos.

Looking for some fun font inspo? Explore fonts on Typekit.

Element #3 – Voice

Playful or professional? Quirky or classic? Decide what your brand style is – and stick with it!

If you haven’t decided on your brand voice yet, first reflect on your target audience. Additionally, in order to give your business a cohesive look, consider how your company voice will interact with the other elements of your brand! For example, if you’re on the playful side, you can match a light-hearted voice with vibrant colors and fun typefaces.

Looking for some great examples of brand personality? Check out Target and Slack for inspiration!

Element #4 – Content

In addition to brand colors, font, and voice, the content associated with your brand is also a key component of your business’s digital presence. When developing engaging content, keep these four questions in mind:

1. What core messages are you hoping to convey to your audience?
2. What product are you marketing, and what drives consumers to buy it?
3. What is your brand’s story?
4. Who is your target audience and what are they interested in?

Element #5 – Culture

Your brand culture revolves around your business’s core values and company mindset. This can stem from both your workplace dynamic and your brand mission. To get a good idea of your brand culture, consider the following questions:

1. Why does your company do what it does?
2. What do you want your company to do?
3. What fundamentals does your company believe in?

Check out Southwest Airlines for a great example of positive company culture!

Element #6 – Essence

Your brand’s essence is the very characteristic that makes your brand unique. Your brand essence is a result of the strong alignment of brand aesthetic, personality, content, culture, and product.  The essence of a brand is often an intangible characteristic – a quality that may be difficult to describe, yet impossible to forget.

A strong brand essence is imperative to differentiating your business from competitors and fostering customer loyalty. Consider iconic examples of brand essence. Everything about the Coca-Cola brand tells us that life goes better with Coke. “What happens in Vegas stays in Vegas” captures the party city’s unique flavor – and drives consumers to go there.

What sets you apart? Make sure both you and your consumers know the answer to that question!