Think of your company as a human being. The name of the company is the name of the person and the brand, made up of your logo and tag line, is the face. Unlike real life, you get to choose a face for your company so make sure it is one that will serve you well. Choosing the wrong face or messing with that face too often will create a poor or confused impression with your target market. A little nip and tuck here and there is ok but choose wisely.
Here are few tips on how to best manage your brand.
- Be clear on your long term image – Consider now how you would like to be seen in 10 or 20 years. Choose a brand and brand elements that are timeless, that you will still be proud of in 20 years. Choosing something trendy now could be mean short terms gains, but when the fashions change you could be left wishing you had chosen more carefully. Keeping up with the trends is a bad idea as this will mean frequent brand shifts, robbing your company of the chance to built momentum and long term market presence and respect.
- Decide who you are and who you want to be – Think about your target market when you make decisions about what your brand should be or how you want to position it. If you are a financial investment house it would not be smart to choose a cartoon character if you want people to trust you with their money. The same applies how you use your brand. Sponsor events that are inline with your company ideals and values, partner with a brand printing company that can reproduce your brand and display it in the manner that befitting of your brand. If your brand is synonymous with quality and prestige, it would be counter productive to display your brand on a cheap and tatty flag.
- Everything your company does is a form of advertising – This may sound obvious but it is so true. One bad review gets 10 times the exposure 10 good reviews will get. Make sure every client facing part of your business lives and portrays your company mission and ideals. Make sure the person who answers the phone is friendly and efficient. Make sure the banners and signage out front of your office are new and vibrant. Train your drivers to drive safely and considerately, especially if they are in branded vehicles.
- Keep your brand consistent by using the same fonts and colors – If you want to be remembered be consistent. Small changes every so often are fine, but do not make radical shifts. Coke has probably the most well recognized brand in the world. It has hardly changed since it’s inception in the 1800’s.
We have positioned the BTI Brand with the qualities of excellence, client understanding, client collaboration and extreme quality. We choose to work with companies and clients who see their own brand in a similar light. If you feel these qualities are what you are looking for in a branding partner then please get in touch. We would love to work with you.
We make you look good.