Here’s a thought for your visual brand in March:
Stop thinking of your online image and your print image as two separate things. They are not. They are one and the same thing.
Your brand is your brand no matter where people experience it, whether it’s:
- a first-time visit to your website
- your branded vehicle prominently showing your logo and contact info
- the tweets you post regularly
- the holiday cards you mail to your clients
- the phone recording that tells people you’re unavailable
- that lovely stationery package you just had designed & printed
(and so on)
If you continue to treat your online image as different from your print image then your brand will never be consistent. People visiting your website will expect some connection to your social media pages. And they’ll expect some similarities to the printed material you handed out at the conference.
But if they don’t find any similarities, all you’ll create is confusion. And confused people aren’t likely to become clients.
Think of it this way:
If you’re not sharing the same consistent message, in a similar tone, using similar (or even the same) visuals, across different media–it will be difficult for people to connect with you.
For example: You go to an event armed with beautiful business cards and a promotional postcard that matches it. But your website doesn’t use the same colours. And the logo in your website is not the same colour. On top of that, your logo doesn’t appear on any of your social media pages.
If someone is checking you out, they expect to find a common thread so that they can “get to know you.” If everything is different, without any common items tying them together, chances are, they will simply end up confused and unsure whether they want to contact you at all. They are not “seeing” the same business from one place to another, and that does not create trust.
By being inconsistent from one medium to another you’re also decreasing the odds of potential clients recognizing you and remembering you. How can they, when your logo isn’t the same from one platform to another? When you use slightly different tagline from one place to the next?
The important thing is to create a consistent experience for anyone who interacts with your brand.
The way to do that is to set aside some time to review your print marketing materials side by side with your digital marketing.
Here’s some things to try:
- Make sure your logo is the same throughout-no exceptions
- Your company colours should be consistent. If you use red and dark grey, then that’s what everyone should see in social media and your business card
- Your tagline needs to be the same no matter where it’s posted-whether it’s your company van or the bottom of your letterhead
- Keep your photography style consistent. If you started with full colour photos of your workplace it makes no sense to use clownish close-ups of people’s faces
Take the time and review all your marketing collateral-then systematically make changes to bring consistency to the whole thing. Make sure things match, from your website to your business card. That way you’ll know your visitors will see the same business no matter where they search for you.