Branding Your Business

Almost every successful business uses some form of advertising.  This may include anything from newspaper advertising, business cards and stationary building to vehicle signage.  Does your business provide a consistent image across of its marketing activities?

I encourage you to take a look at your company’s branding.  Would a client reading your brochure recognize your newspaper ad?   Does your brand reflect the image that you want for your business?  My experience suggests that many small-medium size businesses just don’t find the time to develop a consist brand.  Many others haven’t updated it since they opened their doors.

A few guidelines to consider when using your brand:

• Be consistent in the use of colour. Don’t use blue in one ad and red in another.
• Be careful not to overuse sub brands, they can confuse the customer
• Guard your brand as carefully as the large corporations. (Do you have a guidelines for your employees when wearing company apparell?)

Next week I’ll talk about using  signage as the foundation for your branding.  Between now and then take a look at the exterior signs and vehicle graphics you pass on your way to your office.  How does the signage make you feel about the businesses they represent?