Lawrence Medina

With the idea of Branding in mind, we can move onto perhaps the most important aspect of branding… The Medium in which you place it.

There are a number of mediums out there that you can utilize. Each one can enhance your brand. Some will be better for your voice than others, but the most important thing to remember… Is this: Never Ignore a Medium.

Now before I get into that piece of advice above… What do I mean by a medium? In today’s day and age, this can be broken into a few spheres. It’s either Traditional or Digital. Even under these, there are the many subcategories… This is where we’ll get into Mediums!

Types of Mediums

I’ll briefly go over the types of mediums under each sphere. Starting with the tried and true… The ones that most claim to be going out of style!

Traditional Mediums

Traditional mediums can generally be classified as physical mediums. These would generally include Print, Television, and Radio.

Most might say that going for traditional mediums for branding purposes is a bad move. Simply because a grand majority of people are making the move into digital.

Remember: Never Ignore a Medium. Let’s add a slight caveat to that, Never Ignore any Potential Mediums.

What do I mean by this? Well, your brand is your voice. Let’s say you want a more personal feeling… A connection between you and your consumers that builds a relationship. Print may be the best option for you to undertake.

Perhaps you want to create a voice that reaches the country? TV may be the best thing.

Perhaps you’re looking for a more local market? Radio could be your answer.

Tradition mediums aren’t going out of style just yet, many companies still use it as their main means of getting their voice out there. Also, it simply feels more personal to have something in your hand. It’s a direct connection to the brand.

Digital Mediums

There are a multitude of digital mediums which you can utilize in your brand building means. It can mostly be bundled into three separate brackets. These would be Blogging, Social Media, and your Website.

Each of these means are a great way of using your voice and shaping it.

Blogging is a consistent conversation in your voice. It allows you to give out information specific to your industry or simply giving new updates and future plans. An active blog is key for any digital brand.

Social media is an active means of speaking with your consumers at any point. It is also a fun way to play with your brand voice. So, as it’s called—be social on it. Use your voice.

And finally, a key part of your brand voice—Your website. It is essentially a culmination of your brand voice and image. Don’t neglect your website. In this age, where digital mediums are taking center stage, it is important to have your website reflect both the times and most importantly, your brand.

Enhance your Brand

The most important thing to recall in brand building… Is your goal. What is it that you want your voice to achieve?

To be helpful? To be a leader of information within your industry? Perhaps you want a jovial voice that is approachable by all?

Which ever voice you intend to create, before you can truly begin to enhance it, you must define it. What is the best way to define your voice? Create some guidelines.

These brand guidelines can be strict or loose. Some brands have guidelines that stretch on for a couple pages, while other have guidelines that are short and sweet. No matter how long your guidelines, you simply need to create them that suit the voice you want to create.

Once you have your guidelines, you will need to find what works best for your voice. Some voice thrive via digital means, others through traditional. Sometimes your brand can juggle both.

No matter what it is. Find the best way to enhance your brand.