What makes a good brand?
Simplicity and consistency. If your logo was created in Microsoft Word and contains clipart, call 911. No… wait, call us and we’ll tell you if it’s an emergency (please don’t actually call 911).
Whether you’re a start-up or a dominant force within your industry, there are a few things to consider when looking at your brand:
Are your name, tagline and domain (website address) actually reflective of who you are and what you do? You’d be surprised how often this is not the case. How many different versions of your logo are hanging out there? If you use multiple agencies, vendors, etc. chances are your brand has been altered, tweaked and slapped around more times than you can count. The solution? Set brand guidelines and prepare for all these possible scenarios ahead of time. Make sure you have vector artwork (no pixels… you can blow it up as big as you’ll ever need and it will still look high resolution) create in different formats, reverse colours, one colour, assign font-families, etc. Do it right and don’t let anyone mess with your brand.
Where does strategy come into play?
From the beginning, until the end of time.
Cue the over-protective parent. You need to know where your brand is and what it’s doing (good or bad) at all times. What kind of trouble can my brand possibly get into, you ask? Abandoned websites and social pages, comments left unanswered, digital or traditional advertisements with no metrics or measurements of success… these are just some of the ways your brand can be lead astray.
Having a solid strategy in place will cost you money, save you money and make you money.
Set a budget, determine your goals and the best way to reach those goals.
Plan it out and don’t be afraid to try something new if it has the potential to be a success.
Review the response / data and figure out what went right or wrong and go from there.
If you can measure it, you can manage it!