We have senior living partners come to us all the time looking for someone to build them a brand. One thing we often have to educate them on are all the elements that make up a brand. It’s so much more than just a logo. It is having a consistent image and message across multiple mediums. So, Markentum put together a list of different brand elements that you should be thinking about! We have used our branding as an example for you to reference.
Quick Note: All of these elements should be laid out and defined inside of your branding guidelines. Doing so creates a place that anyone can go to understand how to design and represent your brand correctly.
Even though your logo isn’t the only thing, it’s one of the most important things. This serves as the cornerstone that you design everything else around. It can be abstract, like ours, or be something that’s a little more literal. A good logo should feel timeless and be able to work in many different places and ways. Yes, your logo might look good on a screen, but make sure it also can look great in one color or printed on a t-shirt.
Your tagline is often seen with your logo and used on promotional items. This should be a mix of a sales pitch, your core values, and a product offering all in one. Think hard about your perfect line that gets the idea of your community across quickly, because this will ideally stick in the head of the senior or loved one.
Color is one of the key elements to creating the emotional response you want for your brand. Here’s a great article that dives more into the science of choosing the right colors for your brand. You’ll want to decide the main color along with at least 1 accent color. Then make sure you implement these consistently across all your platforms. Don’t be afraid of using lots of white and black in your design! Just make sure it’s consistent and defined.
The font can drastically change the feel of a brand. Look around for great combinations that already exist! This will help you get a sense of what font best communicates your brand. Keep in mind that this is the font that you’ll put on your website, brochures, and business cards. So make sure you really like it!
When choosing a font combination, decide what you’ll use for headers and body text and put that into your branding guidelines!
The type of photos you choose says a lot about either who you are or who your target customer is. If you’re a senior living community, what do you want to portray that your community is like? If possible, try to stray away from bad stock photography because that won’t make you seem unique at all. Instead, find authentic imagery that represents your ideal.
For Markentum, we want to show off who we are by choosing imagery that reflects our culture, but also using creative custom imagery to stand out! We often utilize floating computer and phones like on our webpages here, here, and here.
This is where you can start getting creative and discover how your brand can explore itself. Think about how you want to add some flair to your design. Here’s an example of how our brand uses extra elements. Below you can see a poster we have hanging in our creative room. Firstly, you can see the logo at the top and centered.
Next, you have the colors well represented: the green gradient, white, and grey. You can see our fonts being used as headers and body text. More importantly, what makes this feel like a great and complete design is more than just colors and fonts but the extra design elements. You can see how we utilize the triangles (like from our logo) on the side of this poster. This is evident on our website, sales material, and more!
If you are needing help with building out your existing brand or creating one that’s entirely new, feel free to reach out to Markentum! For something as important as a brand, it’s smart to have experienced professionals to help guide you.