In a world where information is literally at everyone’s fingertips the challenge is to have clarity of brand.
A well-placed post, a strategic e-mail message, and a successful viral video are great at telling your story. Hopefully that story is of your primary business objective. It is easy however, to get caught up on a new offering, or service, and blast it out to the masses. That blast may send a message that you are ALL THAT. Customers will read the blast and take it as gospel of what you offer. For example, you release a product announcement for a late model vehicle and the audience thinks of you ONLY for late model vehicles. When in reality your profit center is in classic restoration parts.
I get that. Because of my involvement in the industry, going to events, writing for popular blogs and BlacktopMagazine.com. Some people think I am a writer or editor. When my primary expertise is in creative, strategic graphic design. Sure I write for blogs, magazines and websites. Sure I create logos, catalogs and brochures. Sure, I design websites and advertising campaigns. And, sure I develop strategic marketing programs. I am also a trained chef, a teacher, husband and father. I can re-wire a house, pour concrete, and add performance goodies to my hot rod or bikes. AND, I love to design – to solve visual problems, which help in communicating a company’s product, service or brand. That’s my passion, that’s what I am good at, and that’s my primary business objective.
How do you keep clarity of brand in those single message announcements?
You can do this in several ways:
- Start your message with something like; We’re known for our classic car parts and we are excited to share this new product for late model cars…
- Consistently use your graphics, colors, images, etc in your releases, posts and videos. Show the consistency of your brand and there is more opportunity to remember your core business.
- Use of built-in messages (such as sidebars on a website, background ads in a video, or follow-up links in a blog) of your primary business will help to keep the audience from losing your main brand message.
I’d like to hear some of your challenges. Feel free to comment or send me an e-mail and I will do my best to offer advice as needed.