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Brand Building Basics
Illustration by Richard Downs

Creating consistent communication and collateral pieces


From:

Brand Building Basics

with Lorrie Thomas Ross

Video: Creating consistent communication and collateral pieces

Consistency is king when it comes to brand building. Marketing is about making relationships, and branding is one of the most critical pieces in the relationship-making marketing toolkit. To help maintain consistency, be sure to share your brand promise with all members of the organization. Artists aren't the only ones delivering brand experiences for an organization. People on the phone talking with customers, people sending invoices and emails are part of the overall brand experience. Make sure your logo is being used consistently.

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Brand Building Basics
25m 8s Beginner Aug 07, 2012 Updated Aug 29, 2012

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In this succinct course, author, speaker, and marketing expert Lorrie Thomas Ross provides an overview of the basics of branding your business or yourself through consistency, communication, and effective collateral. The course shows how images, messaging, and market positioning can help you build visibility and credibility among customers. It includes real examples of successful brands and how aspects such as color, logos, and fonts, not to mention a strong web presence, contribute to their success.

Topics include:
  • Understanding branding
  • Looking at trends and a gallery of brands
  • Positioning your brand in the marketplace
  • Integrating images and style
  • Developing a business promise
  • Creating a style guide
  • Trademarking your brand
  • Tying together the print and web site design for a brand
  • Avoiding common mistakes
Subjects:
Marketing Branding
Author:
Lorrie Thomas Ross

Creating consistent communication and collateral pieces

Consistency is king when it comes to brand building. Marketing is about making relationships, and branding is one of the most critical pieces in the relationship-making marketing toolkit. To help maintain consistency, be sure to share your brand promise with all members of the organization. Artists aren't the only ones delivering brand experiences for an organization. People on the phone talking with customers, people sending invoices and emails are part of the overall brand experience. Make sure your logo is being used consistently.

This is where a style guide helps: on business cards, invoices, stationary and emails and online. Is your messaging on brand? Does your company have a tagline. If so, is it being used properly throughout all marketing collateral? See how No Obstacles Sport has their logo and they also have a logo with their tagline. Their web site has consistency with the logo usage. Fonts compliment the logo. Branding can translate over to experience something like building. No Obstacles Sport designed invoices and stationery that reinforce a consistent brand experience.

No Obstacles Sport took their brand consistency to a larger level when they designed their social media to be on brand. Here you'll see their new Facebook Timeline header, their YouTube channel design, and their blog. There is a saying in marketing: tell them, tell them what you told them, and tell them one more time. We need to follow the saying and make sure that our brand is communicated consistently across all channels.

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