How to Build a Strong Brand Identity – Part 3

In the previous post (Click here to read to Part 2) we looked at how to choose the correct fonts and colours, why you don’t need a paint brush in your logo if you are a painter and why $50 logos suck.

So… your logo is designed. Congrats! The first part is out of the way. Think of this like climbing Mount Everest. You’ve come a long way, but really, we are still at basecamp. Let’s unpack some more…

 

Step 8: Create your collateral

Once your logo is designed and approved, you can move onto designing & creating your business stationery, signage, web presence and other places where your logo is seen.

There is no easy way of putting this, if you have been in business for a number of years and you are active in various marketing activities, this can be a mammoth job.

Your logo is likely to be seen on:

• Business Cards
• Brochures
• Letterheads
• Envelopes
• Flyers
• Notepads
• Docket Books
• Building Signage
• Vehicle Signage
• Social Media Accounts
• Website
• Email Signatures
• Uniforms
• Accounting Software

If you use a task manager, make a list of everything that needs to be done and simply tick it off as you go. This project can take a few months, don’t get overawed. Like the old saying goes… “The best way to eat an elephant? One bite at a time.”

I would set yourself a target of getting everything re-branded within 3-6 months. This way you are not restricting your cash-flow or throwing items out unnecessarily. Start with the most urgent items first, the ones that your audience are most likely to visually see you. Think website, social media, business cards & vehicles and office space.

This is very important – You want your re-branded items to look like they are all from the same family. The same colours, fonts & styles. This helps to keep all the items in sync and will create a much stronger brand presence.

 

Step 9: Launch your logo

With all the key areas of your brand now in place and looking fantastic, its time to start planning a launch of your new look brand, explaining your new design as well as the reasons and meaning behind it.

Some effective ways to launch your logo would be:

• a professionally printed direct mail out to key clients
• an email newsletter campaign to your database
• a short video for your website and social pages
• new phone on-hold message
• a ad social media campaign

Ideally, a combination of these and anything else you can think of will work great. Got a slightly crazy marketing idea for your launch? Don’t dismiss it, this might be the perfect way to grab people’s attention.

A re-brand launch will help you keep top of mind with your audience and help them identify with you as a company. You could even run a new promotion, event or competition to mark the occasion – the choice is yours! Just don’t lose out on this golden opportunity and keep it to yourself.

 

Step 10: Consider the other elements of your brand

Your brand isn’t your logo. Your logo is simply an element of your brand. Your brand compasses any touch point your audience has with your company. It is about how they feel when they come in contact or see you.

Think about all the touch points where people interact and see your business. Do they accurately reflect you and the new logo/brand you are establishing? Does your office space reflect who you are and your values? When you and your staff answer the phone, does this reflect your brand too?

How is your brand identity looking? Does it accurately reflect who you are and what you stand for? Does it instil confidence in people to pick up the phone and give you a call? Without unique and effective brand identity, you are selling yourself and your business short.