The word synergy can be defined as “a combination of elements that, when combined, have a greater effect than the sum of the individual elements.” For your business, branding synergy simply refers to a combination of colors, logos, and text that work together to send a powerful message.
Steps to Creating Brand Synergy
The whole idea behind developing and creating brand synergy involves adopting a common vision or goal that drives your competitive advantage. The steps to doing so include:
- Creating a design that reflects who you are as a company and your overall mission;
- Identifying an idea or purpose that you can deliver time and time again;
- Establishing the experience that you want to provide based on that idea or purpose;
- Developing your brand across multiple networks and platforms; and
- Ultimately giving your clients or customers a reason to come to you for their needs.
Your logo, when designed correctly, will become one of the most recognizable parts of your brand. This logo should be on everything from your website to your storefront to your social media hubs. Creating a logo is about much more than simply choosing an image; you must also choose colors, fonts, and shapes that adequately and accurately reflect your company’s vision.
The colors you choose for not only your logo, but also your packaging materials, products, and even the clothing worn by your customer service agents, should all work together to drive brand synergy. What’s more, you should consider that different colors elicit different emotional reactions. For example, the colors blue and green are associated with calmness, serenity, and peace, which are essential if your business relies upon the trust of your clientele. On the other hand, yellow is usually associated with happiness and well-being, which makes it a prime choice for caterers, photographers, and certain other customer service oriented businesses.
Text and Font Choice
When developing brand synergy, you also need to consider the fonts that you choose for not only your logo, but also for your advertisements, banners, product packaging, and more. Like colors, different fonts can elicit emotional reactions. For example, serif fonts portray respect and stability due to their traditional nature. Similarly, sans serif fonts are viewed as straightforward and sensible. Fonts based on script reflect romance, elegance, and even femininity at times. You can also discover modern fonts, display fonts, and even decorative fonts for a bit of flair.
Combining the Elements
Now that your logo layout, your color palette, and your font choice all accurately reflect the message that you want to portray as a brand, it is time to add them to every single aspect of your business. You can only make it memorable if people can see it, so be sure to include it on business cards, flyers, mailers, television advertisements, internet ad banners, your Facebook page, your Twitter account, your product packaging, and anything else that your customers (or potential customers) will associate with your brand.
Creating brand synergy is all about generating a response from consumers, and with the right combination of colors, fonts, and placement, you can do exactly that. Remember that the sum of the parts does not always equal the whole, and brand synergy is all about exceeding expectations.