When is comes to advertising, many people fail to consider branding. Branding is made up of all of the logo/s, colours, design, graphics, theme music, staff uniforms, signage, business stationary and even web design used to promote your business. The key to good branding is consistency.
By using the same designs, logos etc throughout all of your advertising, potential customers are more likely to recognise your ‘brand.’ Even your slogan should be consistent to help cement YOUR BUSINESS in people’s minds.
More often than not, small business owners get one company to create their business cards, another to create their vehicle signage, yet another to design their newspaper advertising and another company to design their website. If these different suppliers do not communicate with each, you are more than likely, left with a bunch of different ‘looks’, inconsistent designs and a greatly reduced public awareness of who you are and what you do.
The website is usually the last advertising medium created, so all of the originally logos, colours and ‘branding’ have morphed and new ideas have been created, slogans don’t match because it is easier to have a website changed then get new business cards printed. This results in people visiting your website, not recognising it as yours and potentially leaving it.
The solution: Get all of the different designers to work together. Decide on the logo you will use along with your official colour scheme and associated images. Most design companies can and will be happy to work together. Just ask them. This will ensure that your ‘branding’ is consistent. Follow in the footsteps of some of the big companies. Brand’ like the banks or the BIG fast food chains where EVERYTHING they do (from packaging to pens) is consistent and instantly recognisable.
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