Inspired by a Xerox Corporation blog published on March 15, 2018
In a crowded marketplace, it’s more important than ever for your business brand to stand out from the crowd. The secret to creating a memorable brand is maintaining consistency across all the platforms where customers interact with your business—in person, online and in print.
The visual elements of your business brand play a critical role in maintaining that consistency. According to one survey, maintaining a consistent brand identity is estimated to increase a company’s revenue by nearly 25 percent per year. However, almost 90 percent of the same survey respondents admitted their organisations have some level of inconsistency in the branded materials they create.
Here are seven steps to maintaining a consistent visual identity and a memorable business brand.
1. Keep it simple.
Visual design that incorporates too many “busy” elements can be less memorable. That doesn’t mean your brand identity must be minimalistic. Just select a few primary visual elements, such as one or two colours and two or three type fonts, to be the focus of your visuals. Secondary colours and typefaces can be used more sparingly as accents to the primary design.
2. Create a logo that looks good in every size.
Your logo may need to appear on everything from a business card to a highway billboard. Work with a professional graphic designer to develop a logo that’s recognisable in all different sizes. You may need a few variations on the logo to use for different situations.
3. Develop branding guidelines to share with your team.
The guidelines should set standards for your logo, colours, fonts, types of imagery, taglines and other elements of your visual brand identity. Be specific — don’t just say “orange,” but specify a particular Pantone PMS, CYMK or RGB color. (A designer can help with this.).
4. Enlist the team to promote your consistent brand.
Every time your employees communicate with customers, from mailing an invoice to sending an email, it’s a chance to build awareness of your brand. Create branded templates employees can use for invoices, letters, and faxes, and a company-wide e-signature with tagline, logo, and hyperlinks to run after the individual’s email signature.
5. Give employees access to your brand assets.
Logos, taglines, colours, fonts, and images used to make up your branding materials are brand assets; so are the materials, such as brochures, sales sheets, or flyers, you create with them. Employees should have access to these materials so they can use them to create consistent branded materials instead of starting from scratch. Control access so only employees who need them can download and use these assets.
6. Use high-quality printing tools.
When creating printed marketing materials, invest in high quality paper or card stock for the best Using a high quality Fuji Xerox colour printer or multifunction printer (MFP) helps to ensure crisp images. Fuji Xerox EA-Eco Toner will also help deliver consistent colour.
7. Protect your sensitive data.
From invoices to sales presentations, there are plenty of printed marketing materials you don’t want falling into the wrong hands. Printing these documents in-house reduces security concerns, especially when you use Fuji Xerox ApeosPort or DocuCentre multifunction printers with advanced security features that enable you to record the activity of your documents and track file movements as they are shared and stored.
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