Does Your Brand Have Multiple Personalities?
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
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?