Have you finished your 2018 marketing plan? Did your plan include analyzing your brand?
If not, or if your marketing plan is still a work in progress, if not, here are some points to consider with your staff:
Is your brand visually consistent across your…
- Business cards
- Physical signage/banners
- Retail location
- Social media – Facebook, Linkedin, Twitter etc.
- Email campaigns
- Email signature
- Promotional items
Then consider what feelings your brand evokes (your logo, font, colors, and personality).
Several years ago I took a hard look at my logo – the one I had created 12 years earlier, when I started my business. Here it is:
It was attractive enough, but it felt meek and a little outdated. It wasn’t the strong bold image I wanted for my current business. So I rebranded into my current logo. I brightened the colors, changed the font, capitalized Marketing and Work, and added the idea light bulb with the upward arrows to add a feeling of flow and action!
Then ask yourself, is my visual brand:
- Memorable – is my name easy to say, read, spell and remember?
- Meaningful – does it suggest the corresponding category?
- Likeable – does it leave prospects/clients with a positive attitude?
- Adaptable – can it become quickly dated and is it too regionally specific?
- Protectable – is my brand unique and can I trademark my name, mark or logo?
If your brand isn’t consistent with your intentions, what changes do you need to make?
Finally, ask yourself = what is my brand’s story – (my company’s history and how it let me to where I am today.) Here’s an example of a client of ours whose history is part of her brand story. www.cklaar.com/about.
If you’d like advice on your branding, how you visually portray your brand, or on creating a marketing plan, give us a call – 301-514-1102.
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