Building a successful brand requires a coordinated effort. The goal is to secure a positive and lasting place in the minds of your target audience. “Brand consistency” is an important tool in these situations. This term refers to maintaining a uniform image and identity throughout your company and products. The consistency helps to keep your brand vivid and recognizable. The result of brand consistency is a cohesive and unified marketing front that gets real results. Here are 5 important aspects of branding consistency:
1. Consolidate your image and message.
Design a single logo that will translate well on a light or dark background. Pick a font that is unique and very legible. Write a catchy phrase that not only encompasses your brand mission, but is also concise, ambitious and difficult to forget. The product created in this step will determine the public perception of your brand so make sure your visuals and phrasing accurately represent your values.
2. Invest in branded communication tools.
An easy way to solidify your brand is to use a single source for your printed materials, especially your stationary package (custom letterhead, envelopes and business cards) and marketing materials (postcards, flyers, brochures, posters). Selecting a single printer for your entire organization will help ensure that your materials are printed using the correct ink and stock each time. Branded daily communication tools keep your concept fresh for customers as they receive your correspondence.
3. Develop a branded social media presence.
There is no doubt that social media has forever changed the way we handle business. Social media has the power to make or break many modern companies. Establish your brand presence online to give your business a voice and a clear position in the online chatter about your company. Make sure you jump into social media soon enough to acquire a user name that reflects your brand and make sure your logo is flexible enough to be noteworthy in the square shape that is used for most social media postings.
4. Power your branded documents using web-to-print document sourcing.
By working with your printing company to create online templates and pre-defined print specifications within a web-to-print portal, you can ensure that your documents always meet your brand standards. Eliminate the opportunity for renegade employees to change your logo color or typeset your company name in their favorite font by giving them the opportunity to easily order their printed materials through an online corporate print shop where they can edit the information you want them to be able to change, but cannot change the document features that have been established by the marketing department, such as colors, fonts, headlines, and images. By using a web-to-print storefront, you can be confident that employees are using the correct logo and style guide selections, ensuring that your brand remains consistent with all employee publications and communications.
5. Build up branded “infrastructure.”
Items like car wraps, window clings, floor decals, and large format banners take your brand beyond day-to-day communication. They establish a physical presence for your brand within your local community or even within your own building. This helps to create a positive brand experience for your employees and customers.
It’s Friday again! You’re probably a little exhausted from the week and also excited about the upcoming weekend. Both of these factors can make it very difficult to maintain focus and efficiency during the work day. Staying focused and productive does not have to be difficult. It’s all about building the right habits that will help you stay on top of your game all week long. Here are five habits you can incorporate to keep your performance at 100%:
1. Write it down!
Planning is essential to being productive. You need to assess how much time you have and how much you have to get done in that time. A great way to motivate yourself to follow through with your plans is to write them down. Write your goals and to-do lists in a highly visible place that you will see throughout the day. This keeps the task fresh on your mind and helps you maintain a prioritized list.
2. Use a timer to help you maintain a sense of urgency.
Using a timer keeps you aware of how quickly you work. Timers also help you to set goals for increasing speed during your everyday tasks. Some people even find that personal time trials can be a fun competition to try and beat your fastest time.
3. Avoid all distractions during your high-productivity time.
Everyone has specific times during the day that they are more productive. It’s important to take advantage of this time so that you have less work to do on your “off hours.” Shut off or mute your phone. Disable email alerts if possible. Avoid having internet windows open if possible too because the flashing ads can make it difficult to concentrate.
4. Knock out the more difficult tasks first.
Procrastinating on harder tasks is one of the worst time-killers. You will most likely spend all day avoiding these tasks in favor of quick and easy work that takes little effort. The downside of this is that you won’t feel like you accomplished much at the end of the day and the small tasks may wear you out enough that you put off the more important projects for another day which only makes the problem worse.
5. Take care of yourself!
This is the most important factor in leading a productive lifestyle. Get adequate sleep, take time to rest during the day, eat healthy, exercise often, and don’t forget to schedule time for fun activities. When you’re mind and body are cared for, they are capable of great things!
Start adding elements of these habits into your daily schedule today. Start slow so you can learn how to cope with the changes in a positive way. You’ll be amazed with what you can do by developing these habits.
The business world is constantly changing and evolving. Companies run through marketing campaigns, public relations, and product expansion to stay relevant. Unfortunately those efforts are not always enough to keep up. Long-standing companies may have to come to terms with the fact that their brand is out-of-date. Rebranding allows a company to overhaul their public image and hopefully jump right back into healthy competition with other modern businesses. Rebranding can involve a logo redesign, philosophy changes, redirecting marketing efforts, and much more. You may be surprised to see what some of your favorite brands have evolved from. Here are a few examples of successful rebrands:
If you need to rebrand your company, use these 5 essential questions to help you through the process:
1. What prompted the need to alter the brand?
Answering this question will help pinpoint problems in the current branding strategy. This will also help you to make sure you’re not fixing something that isn’t broken. Rebranding comes with a fair share of risks so it’s not a practice to be used without cause.
2. Am I marketing to the same audience as before?
Your philosophy, location, and clientele may change over time. Take the time to assess if you’re aiming your efforts towards the areas where it will matter.
3. What do I want the new brand image to say about my business?
Your brand image should be the visual embodiment of your company philosophy. Research and study reactions to the new image to ensure the message will be clearly conveyed to the public.
4. What do I hope to accomplish with the new marketing direction?
Are you trying to refine/mature your business image or go in a completely new direction? Are you trying to increase sales in your current market or appeal to new demographics? Having specific goals for the new brand will help you to measure the success of your rebranding.
5. Can the new brand image stand the test of time?
Rebranding is a difficult process. You have to find the right imagery, statements, and marketing angle. You are also at the mercy of the consumers’ opinion. All these risks dictate that you should avoid rebranding often. Make sure your new brand image will last for years to come. Don’t use designs based on trends. Use style elements that have prevailed through time. Simple designs tend to have more staying power as well.
Just be careful about how your new image will be perceived by the public. Pepsi’s recent logo redesign is a great example of this concept: