It’s great to redesign your web site and create matching stationery and marketing materials, but if you don’t reinforce your brand across the board it simply won’t stick, and all that time and money goes to waste.
Branding consistency is increasingly essential to the success of a business and its promotional campaigns. Unique ‘one-off’ campaigns don’t have as powerful an impact on your prospective and existing customers as a consistent and well integrated design and message.
Consistency is key. When customers see an offer or message online that doesn’t relate to what they see in the store, it triggers doubt, skepticism, and confusion—three things that rarely lead to a buying decision or the development of brand loyalty. If you don’t maintain the look and feel of your company brand, you leave customers to make their own assumptions.
With all the user-generated content increasingly available online about small businesses, it is imperative that you keep your own messages integrated and consistent. Otherwise customers will not be able to distinguish you from competitors, or worse, will get frustrated and not bother trying.
By combining the impact of your online and in-store promotions and branding techniques you reinforce your brand and reach new customers. At the same time, you ensure your existing customers are engaged in your current promotions.
But branding reinforcement doesn’t only apply to your promotions but also includes creating brand standards for your organization including: how your logo can be used, making high quality versions available both internally and externally, color schemes made available with HEX codes and RGB or CMYK codes, spacing standards, font details, slogans and their special punctuation or spelling, how your name should appear in print, registration marks, colors, and more.
If you’re not sure where to start give us a call. We’ll review your current branding and propose the best approach for an effective brand campaign including a well thought out marketing plan that you can phase in slowly, engaging your audience throughout the process, without scaring them off by rebranding overnight.
