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Ensure Brand Consistency

Posted by: Today's Tip Contributor on July 19, 2010

Developing a strong brand is critical for long-term growth and success. However, building a brand isn’t easy and maintaining its consistency is even harder, especially when implementing new marketing channels, such as social media. Below are tips for ensuring brand consistency.

1. Create brand guidelines that work across all different types of media. In addition to your own website and outbound marketing materials, your brand will be visible on Wikipedia, Twitter, Facebook, and other forms of social media. In order to ensure that your brand has consistency, create a two-to-three-page document that describes what colors your logo should appear in, its size, what fonts your company uses, what tagline should appear with your logo, where it should appear, what employees’ e-mail signatures should look like, and other basic guidelines for employees to consult.

2. Develop and maintain a professional profile. Think carefully about your online profile name, the image you use as an icon or avatar, the Web pages you link to, and the words you use to describe your company on your website. The Internet is completely transparent. Every interaction people have with your brand will make an impact, so make sure that you are creating a unified and professional image for your small business across all channels. It is also a good idea to talk to senior employees about how they choose to portray themselves via social media avenues, and ask that they make sure that it is consistent with your company’s professional brand.

Follow the above steps and your brand will reflect a cohesive presence online and offline to your target audience.

Brian Kennett
Vice-President of Business Development

Reader Comments

Garry Mendez

July 20, 2010 11:39 AM

This is good advice. I would also point out that leaders must be sure to:

A) follow the guidelines. (Just because you enforce the rules doesn't make you above them.),

B) keep the guidelines handy. (Nothing devalues a brand bible faster than stashing it away to collect dust.), and

C) make it a habit to get a professional to review/update your guidelines on a regular basis. (The interval could be anywhere from 6-24 mos. depending on your needs).

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