How many personalities does your brand have? If you are doing it
right, there should only be one. You should have different messaging for
different audiences and marketing goals, but your overall brand message should
be consistent.
How do you do that? Whether
your marketing is print or digital, here are four elements that, according to
John Jantsch, marketing consultant and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine, are critical to
your efforts:
Business name: Your business name should
be simple, easy to remember, and easy to pronounce. It should be repeated
frequently. If possible, include keywords that make it easy for people to find
you on search engines.
Logo: Your logo should be
professionally designed and work across multiple media and physical
configurations. Strive for something that is simple and yet communicates a
story. When the charity organization Lifewater International decided to
redesign its logo, for example, it tapped into the concept of a water drop with
three segments, each representing an area of its mission: life, health, and
hope.
Colors and typography: For the greatest
brand impression, use a limited and consistent palette of colors and fonts that
are instantly recognizable. Who can’t pick out Tide in the detergent aisle from
100 feet away? Remember, when it comes to brand color, close isn’t good enough.
Tide orange is different from Home Depot orange. Brand colors are carefully
protected for a reason.
Tone and keywords: In your
written communications, what is your company’s tone? Is it edgy? Playful and
fun? Serious and professional? No one would mistake the irreverent humor of
Duluth Trading Company for the corporate-speak of Fidelity Investments. Your
communications should have personality and tone, too. Find that tone and
maintain it across all communications, regardless of channel.
Creating
and maintaining a robust and professional image takes work, but it will pay off
in the end. How can our experts help you create the consistent, compelling
brand image
you deserve? Please give us a call at 440-946-0606
Or visit our website here for more information.
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