When it comes to building and growing your brand, what are some of the most important things that you can do to improve your communication with our target audience and how do we determine what kind of tone our brand should have?
Consistency is definitely key. Lots of companies can’t decide which versions of logos to use, constantly change things like colours, fonts, etc. and all this ends up being very confusing and definitely hurts your marketing.
One point I remember when someone taught me about branding is to appeal to the emotions, because purchases tend to be emotional before they are rational. That means we would need to study the target audience and experiment on what reaches out to them.
I agree that despite the branding strategy you choose to adopt, consistency is very important. There are instances when you will have a solid defined brand but one that does not bring out who you really are. For me, whatever image you send out there has to be exactly what you are.