Everyone used to think that when it came to business, there was a definite difference between our “online” and our “offline presence. Guess what? Those days are over. The reality is that your brand is your brand no matter where you are, and no matter how people are experiencing it.
As a business owner, what does that mean for you? It means that you’re now faced with the task of managing your image not just in print, but online as well. And that means you need to be consistent.
Being consistent throughout your brand is a lot of work. But it does pay off over time. When you create a consistent look, you take the guesswork out of what you show the world. And it does make it easier for your audience to recognize you.
So how do you maintain a consistent brand… When you’re low on time and overwhelmed, when you have clients to take care of?
The answer is: get organized and put a system in place. Having a branding style guide is a great first step, as you will already have certain “rules” for your visual brand set up.
And then you can use these five tips to keep your brand image consistent when you’re busy and stressed out:
- Your logo should appear in all media. The same logo. EVERY time. Don’t deviate and create a different version of it for your social media pages.
- Once your logo is designed, create the different formats and sizes you will need, and keep them easily accessible. If you’ve hired a designer to create your brand image, he/she should be able to provide these formats easily.
- Use your company colours consistently in all of your marketing messages. If your logo is red and grey, use those colours! That red and grey should be on your business card, and should be the predominant colours on your website and newsletter.
- If you have a great tagline, use it everywhere. If It’s on your business card, add it to your homepage; feature it somewhere in your Facebook page. Don’t create a new tagline or a new version. Stick with the one that works!
- If you use photographs in your website, don’t switch to cute illustrations or clip art for your online marketing. Illustrations convey a totally different feeling and will end up confusing your audience.
These five tips will help you stay consistent, but more importantly-they will save you time. With kids back to school and everyone back to work you are busy, and you have a lot on the go. Don’t waste your marketing time re-create items that are already designed and in place. And don’t waste time reinventing the wheel, thinking you need a “different version for social media.”
Being consistent over time will ensure that people will recognize and remember you…and it will take some of the guesswork and stress out of your marketing day.
Wishing you a happy September