Corporate identity and brand
Brand perception is shaped by everything that represents you. Every impression is an opportunity to express something. Even small moments can define you.
In practical terms, factors that contribute to your business identity include the obvious and non-obvious: how (and whether) telephones are answered, the corporate logo, your brands and branding, ad campaigns, business forms, packaging and wrapping, presentation materials, trade booths, fonts, stationery and business cards, not to mention the editorial tone of your business communications. All elements should work together in order to be authentic and effective, and to properly reinforce your brand and message.
Mind the basics…
- Your online and print campaigns will benefit from an integrated approach that ensures all images and messages work together consistently regardless of the medium. If you use multiple artists or agencies, be sure they follow a shared set of guidelines.
- Your combined marketing strategy and sales literature will become more effective as each piece both supports and benefits from a well-expressed business identity and consistent branding throughout your organization.
- Managing your brand involves much more than a logo or two. Get objective, outside assistance assessing your brand — design, effectiveness, saturation, consistency — and evaluating how it may be better expressed in the typical flow of business.