Your brand is more than a graphic image or name. Your brand represents your company with a first impression that is backed up by the content that is written to describe your company, as well as what you and your employees do to service your customers.
As you grow your business, you’ll want to be sure to be brand consistently so that you aren’t giving mixed messages to your customers and prospects … or worse, yet, confusing them as to what your company is all about.
Here are some tips …
Company management and staff need to understand what the company stands for. Your brand image should be tied to your core values and your vision for how you want your company to grow. If you already have a logo and website, ensure your branding sends the right message to your audience and tells them what they can expect when doing business with your company.
Craft a mission statement and core values and revisit them from time to time to be sure your print and online marketing aligns with them.
Create templates and guidelines that can be modified as needed so that everyone has a starting point when creating content that supports your brand. Templates can be used for emails, e-newsletters, letterhead/envelopes/business cards, company forms, and flyers to name just some. You’ll be ensuring that your logo, colors, type face and sizing, are consistent whenever marketing materials are produced.
It is essential to have a Brand Playbook that includes the company’s mission statement, core values, and visual guidelines to be used in all communications.
Maintain your standards for your company’s products and services. Regardless of budget streamlining, changing vendors, or reduced timelines, if your standards slip and your products or services suffer, your brand takes a hit as well. Be sure your quality assurance procedures are being followed so you can be confident you are upholding your own high standards.
Be authentic in all communications. Your branding extends internally and externally and is expressed in your customers’ experience. Be sure your internal memos and emails have the same tone and messaging as your external brand content. In other words, live up to your brand inside your building as well as out.
Your team will be able to deliver what your branding and messaging promises when they are connected to the brand, understand the brand, and live the brand. In addition, your work culture must mirror the company image – whether high-toned/professional or casual and carefree.
Consistency is critical to any marketing effort. Over time your team and your customers and prospects will fully understand your company’s brand and what it stands for. You will have achieved brand recognition and even better: top-of-mind brand awareness.
It will be your company that immediately comes to mind when a product or service you provide is needed.
If you need assistance reviewing or creating your brand playbook, email Noel Choquette or call him at 978-505-2783.