5 Ways to Prevent Random Acts of Branding in Your Company
Most companies will invest thousands of dollars to create an identity that captures the essence of their brand. Your logo is the core of your brand. Consistent and accurate display of your logo is necessary to establish and maintain recognition of your brand. Here are a few simple rules to follow when displaying your brand.
1. Always display your logo in the intended format. Unless your logo was specifically designed to be broken up into individual elements and displayed separately, don’t do it. Although it is tempting to only use your icon, or switch to a condensed font or find some other way to get your logo or name bigger on a display or sign, do not want to allow your brand image to be altered in any way. Just because the sign company can get the logo larger on the sign if they stretch the letters… doesn’t mean it is a good idea. Having a version of your logo in both horizontal and vertical formats makes it easy to maintain a consistent brand representation across all media.
Correct use of logo
Incorrect use of logo
2. Use your tagline. The words of your tagline have, in most cases, been tooled and re-tooled to express the essence of your company for a reason – to elevate your brand. This should be displayed consistently. If your tagline is a valuable asset on your business card and letterhead, surely it would add value to your brochure or website. Don’t under-estimate the value of repetition… repetition… repetition.
3. Color is at the heart of brand recognition. You see the familiar brown and gold truck parked in front of your house and know that you are getting a UPS delivery. The colors gave it away. That recognition comes from consistent display of the brand colors. The colors of your brand have been specifically chose to reflect your image. By using these colors in your marketing you instantly have a cohesive look. The addition of alternate colors should be well thought out. By using these colors throughout your marketing you can create a cohesive look. The addition of alternate colors should be just as well thought out.
4. Update your corporate identity. First take an inventory and then update your supply of corporate identity items – letterhead, envelopes, business cards, note cards folders etc. Have them professionally printed and use them consistently. Although it is tempting to keep using the old letterhead, it does not send the right message about your brand. Ggather all the extra, outdated supply and donate them to a school or not for profit organization. Many of these institutions would gladly accept your donation. Roll out all branding items at once and create a unified look for your company, as well as some excitement over the new branding.
5. Care about your brand. Create a culture within your business where everyone feels responsible and takes pride in the faithful representation of the company image. Start by creating a set of brand standards that everyone must adhere to, publish them, and assign a brand steward.