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The second biggest branding mistake is allowing inconsistencies to occur. This can be simple things, like the chosen font type of a logo isn't treated the same way throughout marketing collateral, or it can be an inconsistency in a company's brand-promise delivery like boosting about commitment to customer service while untrained sales staff can't solve problems. With a brand you can't just set it and forget it. Brand management does not end after the logo is designed. It's an ongoing journey. For image consistency, make sure that you have a style guide.
For brand-promise consistency, document it, and share internally with staff. Be open in getting customer feedback to see if their perception of your brand matches. Many organizations share their promise publicly, sometimes on web sites, at the end of press releases, or as a tagline. We are never done reminding someone why they want to do business with us. It's your job to continually reinforce a customer's choice to support you.
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