September 12, 2013 by Rebecca Anderson
Take three of your marketing materials and lay them on a table. Can you tell they are from the same brand?
If so, you’re doing well with blending your brand into your marketing and promotions.
If not, don’t worry: You’ve got an opportunity.
This installment of our branding series is about promoting your brand; specifically, how to weave your brand identity into your marketing materials and campaigns. Promoting your brand is the proverbial cherry on top of your branding strategy sundae. It’s your final step of execution. If you’ve missed the previous brand steps, click here to read them now.
If you’ve been with me for my previous posts, you’ve probably taken the time to develop your brand, and ascribe characteristics like color and logos. A successful brand—like Starbucks—puts it together all the time to create a coherent message. The idea is that each time you touch a customer, you reflect your brand.
My colleague Courtney Redfern wrote about this in her recent blog about consumer touchpoints. In it, she points out that your clients expect to receive a consistent experience from you and your business in every interaction.
Promoting your brand is the same concept.
Every marketing piece needs a consistent use of logos, colors, fonts and tone of voice. When it’s all tied together, it creates visual shorthand or instant recognition for your reader. For example, when you see a yellow M on a red background, you immediately know that it is McDonald’s. That’s because McDonald’s has been successful at creating a visual identity.
If you’re having a hard time using your brand elements consistently, develop guidelines using these tips. Brand guidelines outline how and where to use your colors, fonts, logos and other elements. Just like the saying goes with goals, amazing things happen when you put actual pen to paper, and write them out.
The goal is to stay on message. Create consistency and your brand will become more recognizable over time.