Simply stated, your brand is your promise to your customer. It isn’t just your logo, your Pantone colors, your letterhead or your building. It’s the consistent experience people have with your company, it’s how your company makes people feel. (If they feel nothing about your brand, that matters, too – and we can help with that!)
Great design is at the core of a great brand experience. It can create a deeper loyalty among customers, keep clients coming back, and keep people talking about your business. It can also give your brand a personality and the ability to stand out in the crowd through eye-catching imagery, attention to detail, and consistency across platforms. Consistency is the key to ensuring your brand is represented correctly in every application.
Developing a strategy requires self-reflection, a strong strategic plan, and the courage to claim your company’s personality. The strongest brands are not all things to all people. They are very clear in their single-minded, focused voice, and character.
The first customers to believe in and advocate for your brand are internal. Awareness requires honest, direct, clear communication with your employees. They are your advocates. Your employees need to know exactly what the company’s personality is, and how that is communicated to your customers so that they represent your company the best way possible.
Look at your company’s brand by seeing experiences through your customers’ eyes. Are all touch points consistent? Are you solidifying the experience you want your customers to have? Is the quality of your messaging consistent? From the direct mail piece they receive to the interaction at the cash register – all should communicate the same message.
When you’ve established and built your brand, consistency is key. Brand maintenance means regularly reviewing your marketing communications to ensure your brand is being consistently represented at every touchpoint. Everything from consistency in logo colors to spatial placement of your logo. Tactical implementation of identity standards can make or break the strength of your brand, in all communication.
Lawton Printing Services offers solutions at all levels of launching, building, and maintaining your brand. Contact us for solutions that will ensure your brand is the strongest it can be.