MOVING FORWARDWITH YOUR NEW BRAND IDENTITY
Steps on what to do with your new brand and how to build a cohesive and beautiful identity.
1) SPREAD THE WORD!!!
When your brand identity goes live, the most important thing to do initially is to call attention to it. This will help transition your existing clients to the new look and feel, and encourage them to share your new brand identity! Here are some ways to consider getting the word out:
- Email Newsletter – if you have a newsletter or email list, be sure to let them know that your business has launched a new brand identity and even more importantly, how it can help add value to them by communicating and serving the market better. Mailchimp is an easy way to get started with communicating with your contacts.
- Social Media – use your network of Facebook friends, family or co-workers to get the word out. You’d be surprised how far one post can go when it’s shared and liked. Also, if you’re active on Linked In, Instagram or other socials, share away!!
- Word of Mouth – word of mouth is still the most powerful referral. If you’re as excited as we are when your brand identity launches, tell those around you! Get their opinion and see what they think about your new look. That’s valuable feedback that may come in handy when considering changes and additions to the identity moving forward.
2) CONSISTENCY IS KING!
After launching your new identity, we recommend protecting the integrity of the visual brand by adhering to the brand standards. Your brand identity needs to be managed to maintain consistency. Here are some suggestions:
- Use the Brand Style Guide – we recommend following the one-page brand report guidelines for logo format, colors, and fonts. This document should be sent to anyone who is working with your logo to produce marketing collateral, websites, social media, print, signs, apparel, or promotional items. Your logo needs to look the same no mater where it is used. If you need specific usage guidelines and logo do’s and don’ts, we can create a detailed brand style guide to assist you with navigating all of you brand identity uses.
- Colors/Layout – if your logo has been sitting for more than five years or so, it’s strongly recommended that you do something to spice it up. Whether it’s refreshing the color palette, or even just adjusting the typography. Refreshing your visual brand fresh is a GREAT way to pump life back into you brand and keep people’s attention.
- Employee and Vendor Training – if you have a lot of different people managing and creating branded items, keep them informed and up to date on the latest versions of the brand identity. It is also a great idea to archive any old logos, color, and fonts so there isn’t any unfortunate and costly mistakes. There’s nothing worse than having wrong colors on a website. Or have an outdated logo printed on 50,000 brochures. Make sure your team has easy access to the correct and current visual assets folder.
4) PROTECT YOUR BRAND!!!
Your brand is valuable. Not only did you spend time and energy crafting your brand, you have placed a considerable investment in building and promoting your brand. You can research on your own by reading though all the valuable information at the United States Trademark and Patent office or hire a trademark attorney to start the registration process. It may take up to 18 months and several hundred dollars for the your registered trademark to be approved, but it is certainly worth the investment. Here is a quick breakdown of what you can do to protect your brand:
- Copyright. Think of this as proof of ownership over the content you create. For example, if you’re running a WordPress website you can copyright your graphics and content. On top of proving you’re the owner of your content, copyrights also govern how others can reproduce, imitate, and distribute it.
- Trademark, Wordmark, Logomark. Unlike copyrights, trademarking isn’t about protecting your content, it’s all about your brand. Using this method enables you to claim your name, domain, logo, and any other symbols representing your brand. That way, other people can’t use them to deceive your visitors and customers without breaking the law.
- Patents. This type of protection is reserved for unique business processes, technologies, and intellectual property.
4) BUILD YOUR BRAND!!
Your logo is NOT your brand, but your logo should allow your brand to be instantly recognized by those familiar with it. Your logo helps create and reinforce brand awareness.
Marketing and Promotion of your brand in addition to your products and service is how you establish your credibility and relevance to your target market. By pushing your brand while selling your products and services, your brand becomes synonymous with your products and services. And vice versa.
- Create a Business System – business cards, letter head, flyers, and other small business marketing collateral and promotional items.
- Create a Professional Website and Blog –today’s business websites are much more than a digital brochure. They are a critical tool for converting casual viewers into paying customers. They create a user experience to your specific call to action and help you build qualified leads and an engaged audience. Blogging sounds a bit overrated and useless to a lot of people and I can understand that, but the facts are the facts – websites with blogs generally drive 30-40% more traffic to their sites than their competitors. Google will often pick up blog posts before picking up major website pages. If you can contribute good, lasting content that is well thought out and valuable to your customers, you will drive more traffic. Don’t be afraid to use social media and use your network to get the word out. It’s worth having someone maintain a solid website blog to drive your traffic and grow your online presence.
- Create Social Media Business Pages/Groups/Accounts –today’s business communication channels circle around social media and client engagement. Get out there and get your brand noticed. Follow, likes, and comments are a powerful tool for growing your brand in specific markets.
- Set Up a Branded Email and Email Signature – it’s generally good practice to not only setup and use a branded email, but also create a unique email signature with contact information and links to your website and social media pages.
- Update Brand Messaging – if things in your services change or your focus shifts, be sure to update your content accordingly. Your messaging is you voice. It is what clarifies, unifies, and compels your audience. Even adjusting content by a few words can refresh your message and keep you current.
Our promise to you is simple… WE MAKE YOU LOOK GOOD!
… AND we’ll always be there for you!
As part of our service, we promised to help you navigate your brand through the crazy digital media world. Simply contact me if you need ANY help at all in the future, and become a VIP CLIENT. We can create a program customized to your needs and budget. We can only fill a few VIP slots per year, so don’t delay! We have enjoyed every minute working with you!
LASTLY, WE'D LOVE A TESTIMONIAL!
If you had an awesome experience, we’d love to hear about it.
Not only does it make us feel good, but it goes a long way with our potential future clients 🙂