[WORLD] We are all aware of how crucial a strong and consistent brand identity is. However, after defining your identity, you should concentrate on developing a strong, consistent suite of collateral. This is crucial for reaffirming who you are and making sure that all of your communications support your overarching goal.
Key Elements Of A Robust Collateral Suite
There is much more to an on-brand material package than just your brochures and website. Small things are what really make your suite whole, even while important components like an attractive website, educational slide decks, and compelling one-pagers are crucial. Presentation templates, letterheads, business cards, envelopes, and email signatures all add to the overall brand experience.
When it comes to these minor aspects, consistency is crucial. For instance, your brand will be easily recognizable if you use the same color scheme, font, and design components throughout all of your publications. In addition to strengthening your brand identity, this consistency increases audience trust. Your clients and consumers will have a smooth experience when each touchpoint seems familiar.
Don’t overlook these elements; they may seem insignificant, but when done successfully, you reinforce your brand’s presence every time you interact with your clients, customers or colleagues. Even a small email signature can make a big impact by reminding recipients of your professionalism and consistency.
Start By Researching Your Own Brand
Despite the widely acknowledged advantages of having a strong brand identity, creating and sustaining one may be quite difficult. Every time I take on this, I begin by evaluating what is already in place, after which I determine what is working, what needs to be updated, and what is out of date. Although it may take some time, this is worthwhile!
Start by looking up information about your business online. Take note of your appearance and look for recurring motifs that are evident on several platforms. Which messaging is constant? How are you discussed by clients, rivals, and the media? Examine everything internally, including blogs and white papers, and determine what still functions well and what doesn't.
Involving stakeholders in this method can yield insightful information. You can find out how your customers view your brand and what aspects most appeal to them by conducting focus groups or surveys with them. Employee input can also be used to identify areas for growth as well as internal strengths. By working together, you can make sure that your brand identity is consistent and meets the demands and expectations of your target market.
After both activities have given you a clear image, it's time to eliminate the things that are out of date and concentrate on the things that make your brand successful. You can update, retire, or create as needed rather than starting from zero. It's crucial to remember that companies of all sizes can use this procedure. Delegating duties to a few individuals around the organization can be a beneficial team exercise, even though larger firms may have more to sort through. This activity may take a lot of time the first time, but it becomes easier if you make it a yearly or quarterly habit.
Use Key Organizational Initiatives As A Precursor
We just launched a five-year strategic plan at Anne Arundel Economic Development Corporation. Working with my team, I expanded our collateral suite and improved our brand identity in my role as vice president of communications. We produced important new resources, such as an attraction guide, pitch deck, and yearly impact report, and we revised our style guide and other assets. Despite being lengthy, this method has made it simpler and more efficient to create future material, positioning us for success in this new stage of the organization's development.
Making sure your brand identity is adaptable enough to change with the times without losing its essential components is another crucial factor. This entails developing rules that preserve the personality and values of your brand while permitting changes in messaging and appearance. This adaptability is essential for staying relevant in a market that is changing all the time.
During this process, I also discovered that teamwork fosters camaraderie when everyone works together to make sure your collateral is current and on-brand. Your team members will feel like they are a part of something bigger than themselves when they realize how much work goes into developing a unified brand identity. It encourages pride and ownership, which can boost spirits and stimulate originality. Knowing exactly how your brand should feel and look makes it easier for your team to collaborate and communicate.
A Brand You Can Stand Behind
From the perspective of brand identity, anything can be a benefit. The process of branding becomes simpler and more natural when you approach it with this mentality. Think creatively, only create stuff you are genuinely happy of, and see how consistent branding makes an impression that lasts. Your brand identity can be used for anything from swag and clothing to business documents and ads. The advantages of having a consistent brand speak for themselves.
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