Substance and Style

To be competitive these days, most businesses must maintain multiple online spaces and communication channels in addition to any physical space they hold. Ideally, a customer should be able to look at your storefront, signage, logo, website, newsletter, brochure, postcard, and email and know that they all came from the same place. Building that kind of brand recognition can be a challenge with so many channels to maintain. Here are some tips for maintaining the integrity of your brand:

1. Have a strong brand to protect. The first step is to make sure your brand is strong and recognizable. Have clear and consistent guidelines for visual elements (colors, fonts, assets, style) and messaging (tone, voice, purpose). Make sure your logo and any taglines stand out and have staying power. Train your employees and contractors on your brand guidelines and the importance of maintaining brand consistency. Keep relevant branding information in a central location where everyone who needs to can easily access it whether they are on site or remote.

2. Secure your channels and use them to establish your style. Claim your business’s name on social media channels (even the ones you won’t be using right away) and register your domain name, variations, and common misspellings. Legally protect your intellectual property (trademarks, etc.). Choose at least a couple of ways to regularly communicate with your audience (blog, newsletter, Instagram, TikTok, etc.) to start establishing your voice and tone.

3. Pay attention to what people are saying about you. Set up Google Alerts for your brand name and key products so you can keep tabs on what people are saying. Protect your reputation by responding to reviews, comments, and criticism in a professional and gracious way that is consistent with the overall tone of your messaging. Work on building relationships with your audience so that they understand your values and know what to expect of you. 

4. Conduct periodic audits. Regularly review your website, social media channels, and physical channels to make sure your brand identity is remaining consistent, especially if you delegate or outsource most of your marketing and design. Have a system in place for addressing problems and making any necessary course corrections.