Building a consistent brand

As you build your brand, you’ll go through different iterations, making adjustments and changes, until you get to a point where you’re happy—a place where the look, feel and the messaging reflect who you are, what you promise and how you’ll deliver.

You won’t get there on your own. Developing a brand means listening to your customers, understanding your market and accepting input from your team. A strong brand will resonates with your target audience and differentiate you from your competition.

Build guidelines

A brand guideline document can help ensure your brand is delivered consistently wherever it’s used. The guidelines are meant to cover everything there is to know about the application of your brand, including how to apply brand colours, logo placement, the imagery used, the tone and character of your brand, etc.

Every experience with your brand should be positive, from the greeting delivered when someone comes into the office to the quality of your product to the customer service offered.

Brand training

A brand is an emotional connection with your customer. It should also connect with your team. When team members are included in brand development, they become more invested in its success.

Once your brand guidelines are in place, take the time to share them with everyone on the team and make it part of the on-boarding process for new employees. This adds clarity on how to deliver on your brand and gives everyone a chance to ask questions. It can also act as one more avenue for feedback.

Never one and done

Developing your brand doesn’t stop here. Quarterly brand reviews and more in-depth annual reviews will help ensure your brand remains relevant. Have perceptions changed? Is there a need to make adjustments to meet new market demands? How’s your brand performing against your competitors?

Building a strong brand is important if you want to stand out and make a good impression in the marketplace.

How will you make your brand stand out?