Branding and Signage - Part 1
Almost every business I know uses advertising in multiple forms. My experience with small/medium business is that when their sign is created they create their brand. But as time goes on they tend to forget it.
As I may have mentioned in the past I worked for HSBC for over eleven years. HSBC is extremely diligent in protecting their brand. To use their logo (as an employee) they have a very vigorous process that they are very serious about.
How many small business owners take their brand seriously? In part one I’ll share a short story about a real estate firm I’ve done window lettering for.
The company wanted 12″ letters on their window to advertise their firm’s name. I was happy to hear they wanted the large letters due to the difficulty in seeing their business from the street. My next logical question was: What color?
I was amazed. They didn’t care what color. Their only requirement was that they could see it on the window (after I convinced them it would be more visible mounted on the outside rather then the inside). I then probed a little further, asking what color their name is on their letterhead and business cards. They replied that it depends on when they were made, could be blue or red, sometimes black. I was shocked. The colors didn’t change over time, or have any pattern what so ever.
For the next 15 minutes I engaged the owner in a brand discussion. I’m happy to report that they have chosen a color for their brand, red! The point I stressed the most with this client was that their brand should stay consistent in all forms of communication. You want the constant reminder to build in their thought process so when they think of the insurance industry their company comes to mind, first and foremost.
In the end I have a customer who is very happy and values the additional information I can share with him. He has already inquired about addition indoor signage and is hinting at redoing his outdoor signage as well.
Here are a few quick tips:
* Keep your logo consistent in all forms of publication
* Keep the color of your logo consistent on all forms of publication (or as close as possible, some colors will not be available on all medias)
* Be careful not to overuse sub brands, they can confuse the customer
* Don’t allow anyone to misuse your brand, it can negatively effect how people think about your business (for example, do you have a policy for your employees while wearing corporate apparel?)
In part 2 I will discuss: How can updating your outdoor signage help your business?
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