Some may argue that an image is just an image and a color,
just a color. To a marketer or Brand Manager, hearing that is like nails to a
chalkboard – annoying and completely unnecessary. Whether you have a small
business or large corporation; if you are a business to consumer or business to
business organization; if you’ve been in business for years or are just
starting out, the rules apply to all organizations.
Logo
A logo can be as simple as the name of your business, with a
specific font size, color, and style. Keep in mind, while some software may
recognize a font style, others may not, which may compromise the integrity of
your logo design. To ensure accuracy and consistency, you may want to consider
all your communications channels’ maximum pixels when designing it.
It may also be a good idea to include variations of your
logo design. If you’re going for the name of your business as the logo, a
variation may include the abbreviation or simply the first letter of the name.
Color
Online and print colors, if you do both, will vary. For accuracy’s
sake, use a pantone book. You may also want to consider consulting with a
professional printer; they can help you with color consistency for web and
print.
Tone
How do you want your business to be perceived? If your
business does online, print, radio, or television advertising, tone is an
important factor in establishing the right voice for public awareness and
perception. Are you serious, or light-hearted? Do you want to be all business,
or would you rather be a little playful and humorous? Whatever you decide,
stick with it and write it down for all your employees who work directly with
communicating your message to the public.
Before you start to lay out your brand, you must write your
mission and vision statement – it will help you with determining who you are,
what you do, and how you define your organizational success.
Part 2 – How to write your mission and vision statements.
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