Once you've developed your brand, it's crucial to utilize
it as universally as possible so that it can succeed at being
instantly recognizable, memorable and so the associations
it inspires will truly become one with how the consumer views
your company, products and/or services. In fact, your company
should literally become your brand, and every aspect of your
look, behavior and business philosophy should exude it.
To ensure that your brand is as cohesively applied as possible,
it is again helpful to enlist the aid of a single design and
media house for producing all of your advertising and promotional
materials, as opposed to going to multiple sources. Different
studios can have very different styles, and if the way your
brand is presented fluctuates too greatly, it will be more
difficult for it to effectively serve its purpose. Be careful
of advertising firms that look like they might handle everything
in-house, but actually end up outsourcing much of their work.
Also, try to find a company that has been around at least
a good decade, as well, so that you know they'll be able to
keep creating your materials into the future and won't just
disappear as so many recently have.
Here are some materials you should apply your brand to:
Print Design and Development:
Corporate Identity
A Corporate Identity is representative of the core essence
of your business. It should therefore truly be the visual
expression of what your business does as well as the philosophy
by which it operates. It includes elements such as Logos,
Stationary, Letterhead, Envelopes, Business Cards, Labels,
etc.
Advertising and Self Promotion
Product or service advertising and self-promotional pieces
should also work as elements of any brand marketing campaign
for your business. These pieces may do nothing more than increase
awareness of your brand identity (the recognizable look as
well as the concepts you wish associated with your company)
or communicate a distinct and specific message about a product
or service to your target market. No matter what your goals
may be, however, these elements are arguably the most crucial
part of a branding campaign because they will often be the
first or only impression that you leave with most of your
future clients.
Advertising and Self Promotional Pieces could include Magazine,
Newspaper, Billboard, etc. Ads; Brochures; Flyers; Direct
Mail; Posters; Point-of-Purchase Displays; etc.
Packaging
Package Design is the final chance your company has to make
a lasting impression before a consumer purchases your product
or service. You can waste a fortune in advertising if the
consumer looks right over your product or isn’t convinced
it will do what’s promised because of inadequate presentation.
Packaging includes all Boxes, Cartons, Bags, Blister Packs,
Clam Shells, Wrappers and Labels, CD Cases, etc.
Publications
When I say publications, I'm not just talking about a company
who publishes magazines. This could be as simple as a paper
or email newsletter. Whether the publication is used Business
to Business, Business to Consumer or Internally, many companies
forget that every one of their publications can leave important
impressions on all who view them. Publications may include
Newsletters, Catalogs, Books, Magazines, etc.
Make sure to read Part II of our guide to branding your business
for more crucial ways to implement your new brand...
