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So you’ve got your logo sorted. That means the ‘brand’ journey is finished, right? Wrong!
Your brand is a dynamic concept and it needs to be constantly checked for consistency in implementation.
Some questions to ask yourself . . .
If it has been there for a few years, chances are it’s getting a bit dog-eared. This is easy to miss because you see it every day and most likely look right past it. But to a potential client it could insinuate that you lack attention to detail.
The foyer can often be a place that our customers spend time doing nothing. This means they’re looking around and taking subliminal note. You should have magazines available that tie into your brand, you should have comfortable chairs that tie into your corporate colour palette, the staff member on the front desk should be friendly and inviting, your corporate brochure should be on the coffee table. It’s also a great place to display awards and accolades, rather than hiding them in the board room!
An area that often gets overlooked in the branding process is invoicing. It’s often looked after by the finance department, who do their best, but can inadvertently implement the brand incorrectly. The payment terms can be described in abrupt language, the logo can be squished to fit into a space, the wrong font can be used.
The biggest no no can be to print your flyers inhouse. So many organisations spend good money getting their promotional collateral designed and then make the mistake of cutting corners in the implementation phase. These days professional printers are very cost effective and produce a high quality result.
Following on from the last point, it’s important to ensure that your promotional collateral is developed for the right area. A flyer that is DL foldout (so A4 folded into 3) looks great in hard copy, but do not just have that same PDF loaded to the website. Because when someone views it on screen they are viewing the front and back at the same time, rather than reading the information in the order you intended.
When you think you’re finished implementing your brand, slap yourself and keep checking and thinking!
If you would like more insight into branding as part of your wider marketing strategy, sign up for the next Marketing Kickstarter 6-week online workshop!
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