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How To Use Style To Communicate Your Brand Message More Effectively

I don’t want to sound superficial but…

Looks matter.

A lot.

Look, feel, style – can often change everything.

Your style, look and feel should be consistent with your message.Your Story. You. Your Brand.

I am operating under the assumption that your message and your story come from the core of who you are of course.

When there is consistency you can send a clearer message. You stick in the memory of your potential customers.You are being authentic. There is a right vibe coming from you.

Consistency is the key when it comes to branding. And everything else in life actually.

So how do you create consistency?

Let’s start with your central hub. Your website or blog.

What does it look like? Besides such things as user friendliness and effectiveness, it’s important to consider whether the style and look of it are consistent with your message and your story.

How can you do that? Easily actually, just ask yourself few questions and you’ll figure it out.

Let’s do it now.

Take a piece of paper and write down the answers to these questions.

What are your favorite colors?

How would you describe your style?

What does your ideal house look like?

What are your favorite natural elements?

Think of your core brand message. Now imagine – if that message had to wear an outfit, what would it look like?

Now think of your website/blog/central hub, how do you think it should look like to represent your style?

My example.

I am a lot into simplicity and minimalism. I prefer simple lines in clothing, solid basic colors, simple textures. My favorite color is red, but I also like primary white and black colors.

I love fire.

My ideal home is light with lots of windows, simple but stylish and elegant furnishing, a splash of color here and there, open and inviting.

My core message is clarity and truth. Being who you are, doing what you love, living your truth so that you can live with passion and purpose.

Now look at my website. Simplicity, clarity, elegance and passion are the keywords I was focusing on when designing it.

My website is consistent with my style, my look, my message, my story. It is consistent with who I am.

Start with you and then align the look, style and feel of all of your online presences with who you are.

Consistency helps to communicate your message clearer, louder, in a more authentic and distinct way.

Looks matter.

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{ 5 comments… read them below or add one }

Jonathan Browne September 16, 2010 at 10:10 am

Yeah one tends to become more interested in what someone has to say if the design is visually appealing. I still think content is the most important though.

Look at stevepavlina.com. You couldn’t get any plainer than his sites visuals, but he’s certainly a dynamic and charismatic person.


Lana September 16, 2010 at 9:40 pm

Hi Jonathan, it’s not about the visuals, it’s about congruency. And, yes, Steve Pavlina’s site is plain, but it is congruent with who he is. To be honest I can’t even imagine his site to be any different. If he tried to make it prettier it wouldn’t reflect his personality.


Lisa September 16, 2010 at 5:45 pm

I read this and tried the exercise, but when I did became more confused. Because every thing it asked me to do did not fit into place. It just made me realize how out of place my life really is. The only analogy I could up with — everything is so out of place, it is like fine wine tasting done in a trailer park. Talk about you extremities, but I’ll figure my life out.


suzen September 16, 2010 at 9:49 pm

Hi Lana! Wow – I did the test and my blog “look” is wayyyyy off! I guess that’s what you get when you have somebody else rush to do it FOR you and not only did they not know you, but you weren’t sure what the heck you wanted anyway! That will certainly mean a better plan, with clarity and lots of it, before I get my website done. Thanks for all these tips! You’re fantastic!


J.D. Meier September 20, 2010 at 7:09 am

– blue, no green.
– rico suave … no … more rough around the edges, Bridges of Madison County style
– a jeep on the open road
– water … but geeze I like air too … it’s like I can’t live without it
– Hmmmm … kind of Eddie Bauer gone tech, with a little James Bond for good measure
– ordinay, but with a dash of extraodinary in some places, but not too much

I always want my sites to have a simple and timeless look and feel … and I’m addicted to Papyrus despte the fact that many folks hate it with a passion … for me, it’s that timeless parchment thing.


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