Does Your Brand Have Multiple Personalities?
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?
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