What is ‘brand signposting’ and how much of it do you need?
Brand signposting is a critical part of a business's visual identity.
But what is it?
Basically, it’s all the elements that communicates your company's market position and target customer - that’s your logo, taglines, your colour palette, design systems and the types of icons you use, to form a coherent message of who you are and what problem you solve, in your target customers' minds.
However, striking the right balance in brand signposting is essential, as too much or too little can both pose challenges for start-up and scale-up businesses.
What does ‘too much’ look like?
When brand signposting is excessive, it risks overwhelming the audience with information, resulting in confusion rather than clarity. An overly cluttered logo, verbose taglines, or a disjointed colour palette can dilute the brand message and make it difficult for potential customers to discern the company's market niche. Also, excessive signposting may come across as forced or insincere, undermining the authenticity of the brand.
What does ‘too little’ look like?
On the other hand, not enough brand signposting can lead to missed opportunities and ineffective communication with the target audience. Without clear visual cues or messaging that aligns with the market served, businesses risk being overlooked by potential customers who may not recognise the relevance of the brand to their needs. In a competitive landscape where attention spans are limited, failing to adequately signpost the brand can result in missed connections and lost business opportunities.
So, how can businesses strike the right balance in brand signposting?
Firstly, it's essential to conduct thorough market research to understand the needs, preferences, and behaviours of the target audience. This insight can inform the development of brand elements that resonate with the intended market segment. Additionally, businesses should prioritize simplicity and clarity in their brand signposting efforts, ensuring that key messages are communicated effectively without overwhelming the audience.
Regular feedback and testing can also help businesses gauge the effectiveness of their brand signposting strategies. Soliciting feedback from customers and conducting usability testing can provide valuable insights into how well the brand resonates with the target audience and whether adjustments are needed to improve signposting.
In summary, brand signposting plays a crucial role in conveying the market served by a business and attracting the right audience.
Striking the right balance between clarity and simplicity is essential to ensure that the brand message resonates effectively with potential customers without overwhelming or alienating them. By prioritising authenticity, clarity, and audience relevance, businesses can create brand signposting strategies that drive engagement, foster connections, and ultimately contribute to business success.
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