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Branding basics: stay consistent to make a difference
In order to remain memorable in any industry, consistency is key. Through consistency we develop our product/company’s “brand”. However, with the internet and all the marketing/networking tools that are accessible for the modern day entrepreneur, sometimes it is can be tough to remain consistent in communicating with clients. So, in order to ensure your marketing ploys remain true to your company’s “brand” for the long run, it is very important to periodically evaluate where your brand is at. Here is a checklist that will help you to take an in-depth look at your marketing pieces, both individually and as a whole, by analyzing their components, including color, logos, graphics, copy, messaging, etc. This process is called a “brand audit”.
Before you begin, gather all of your print ads into one area. Once they are all spread out in front of you, the nest step is to remove yourself from the entrepreneur/creator/owner perspective you usually approach from, and instead put on the consumer cap.
Now, look at all of the ads as a whole. Do they match? Are they consistent in color and graphics? Do they maintain the company’s overall message and personality? Are there any noticeable inconsistencies in the pieces?
Now that you are confident that the pieces are consistent, aesthetically, its time to inspect each ad on an individual level. As you expect each ad one by one, it is important to keep the following questions in mind: What is the purpose of this ad? What is its tone? Does this ad grab me? Is all of its information current and relevant?
Ok, now that all of your print ads have passed the brand audit repeat the following steps with the rest of your media. For start-up companies that are just getting off the ground, your main focus should be your website, as this will likely prove to be one of the most powerful marketing tools you have. Place all of your print ads around your computer and compare them to your website, asking the same questions: Do they match? Are they consistent in color and graphics? Does my website maintain the company’s overall message and personality displayed in the print ads? Are there any noticeable inconsistencies between the two? Is all of my websites information current and relevant?
Once you have finished the above steps and cleaned up the inconsistencies, your company should have developed a strong brand to go by. As you move forward and create new media for the company, use those previous ads as guidelines for maintaining that brand.
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Great points on making consistency the most critical element of a brand and how it is used. The investment into the brand will be severely diluted if it is not used and applied consistently!