Checklist for a Successful Brand
Checklist for a Successful Brand
As an experience creative designer I truly believe and practice that it’s important to make a good impression visually. With that in mind, below is a checklist we have written in creating a successful, memorable and more importantly a consistent brand, because consistency builds trust, and trust wins customers!
1. Logo plus Tag Lin/slogan
The most important of them all, a logo. Every business needs one. From a highly creative design to simply your name in a font, no matter what your logo (and tag/slogan line if you have one), CONSISTENCY IS A MUST. This major key point applies to all the other areas covered in this blog.
Make sure your logo is presented in a consistent, professional and brand-related manner, ensure no previous logos are being used in your collateral (signage, website, vehicle, stationery, etc).
2. Business Stationery
Business cards, letterhead, compliments slips and envelopes – make them count when using them. Ensure all your details are presented with current details and the quality of the stock, printing and finish, matches your brand image. Double sided option gives your business a huge boost to your brand power. It’s quite affordable to print double sided, and I promise you it’s well with the investment, because I truly believe that your business stationary (cards in general) project your image at first handover.
Does your website match the rest of your brand image? Most websites are designed to look ‘fresh’ but people forget to integrate it with the rest of their brand guidelines. Compare your website with your business cards, marketing materials, signage, etc. If you find there are discrepancies (for e.g. logo on light green everywhere and dark green on website because it fitted the design better) fix it, either on the website or the other items.
4. Social Media
Review all websites that you use and make sure you’ve incorporated your logo, corporate colours and fonts everywhere it is an option to have them. And ensure that all images posted are in line with your brand image – do they give the right message and would they be acceptable for other marketing communications? These sorts of mixed messages can really send the wrong message.
An often overlooked part of your visual identity. With the volume of email contact in today’s marketplaces, it is important that you don’t slip up here – it is your electronic letterhead after all. Everyone in the company should use a branded email address (@yourdomain.etc), a branded email signature including logo and tag line, plus approved colours and fonts in the email content – matching your website styles.
Not every business has their brand on clothing but most have a ‘branded uniform’, whether that be a apron or overalls. If you’re not supplying a uniform then you only have so much say in what your staff wear – you can recommend certain colours that match your brand image.
7. Vehicle Signage
This same rule applies as with uniforms. Strict maintenance is important, and choose colours that compliment your brand image (a blue car when your logo is brown on black probably isn’t the ideal solution). You can always opt for magnetic signs during work hours, meaning you can have the image of ‘company vehicles’ without actually having to print on the car.
Well maintained and clean. As well as making sure your logo and brand colours are well presented (this should be even down to carpet used and the planted pots), your office should be brand related – if your brand is ‘fun’ then your office should reflect that; if it’s ‘hi-tech’ then it needs to present that. A lot of businesses wouldn’t even consider their office, but this just adds that consistency I stress about.
9. Advertising Material
Do you advertisements and brochures align together? Lay them all out on a table; does it look consistent or messy? Are you still using old adverts that just need to be amended with the new logo and brand styles? Take your best advertising communications and with a little ‘tweaking’ you can use them across all mediums – and this exponentially increase your return.
10. Internal And External Documents
PO forms, site reports, credit applications… this is where I have seen many businesses go wrong. Either they don’t include your branding (even using different fonts), or your logo is slapped in wherever there is room, and this is because they get staff who have no design skills to work on them to save costs. These forms contain vital and important information, so shouldn’t these documents look professional and align with your brand image. Ask your design agency to create one or two templates and adhere all your documents to these.
All these points are vital for to present your business in a professional and consistent manner. Design truly plays an important role in promoting your business, which is why we have presented this checklist for a successful brand.