DIYPR - The Basics
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Like a cattle brand, you want your business brand to be easily recognized. How you portray your brand becomes your “corporate identity.” If you can effectively convey your identity in a positive manner, you can increase sales. In other words, when people see your logo or hear your name, you want them to think warm fuzzy thoughts!
An example of effective branding is the Nike "swoosh" logo – it is instantly recognizable around the world, and associated with quality and good health. Or how about those golden arches? My kids could recognize that one before they could say their own names!
Your branding needs to be placed on all of your business materials, and it needs to be used consistently. Say it out loud: “My branding needs to be placed everywhere and it needs to be consistent!”
This means that your business name, logo and tag line should be on your stationery, business cards, web site, promotional materials, press releases, children’s lunch kit… You get the idea.
This also means that your business name, logo and tag line should be the same on your stationery, business cards, web site, promotional materials, press releases, children’s lunch kit… You know, that whole consistency business.
Think about the example of the golden arches I mentioned above - if you go to McDonald's you'll see that "brand" outside the restaurant, on the french fry container, the hamburger wrapper, the ketchup packets, the door, the employees' uniforms - everywhere it can conceivably be placed it is placed.
Remember, logos are not shoes, you don't need a
different pair for every occasion. So don't
use a different logo on your new brochure just because you're bored with
the old one - unless you are prepared to rebrand EVERYTHING. And rebranding
means reintroducing yourself to all of your customers and potential
customers. Just like starting over! Which is fine if you are taking
things in an entirely new direction, but not so great if you are continuing on the
same path with a small (non-existent!) marketing budget.
Mediocre branding done consistently will be more effective
than great branding done sporadically. In the minds of consumers,
consistency equals credibility. Be resistant to changing your name and
logo. If you're consistent, you can reach your full brand potential.
How do I "make" my brand? Naming a business,
choosing a logo, picking a tag line
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DIYPR for WAHM |
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