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The notion that "Content is King" has been drilled into our minds the last few years as relationship marketing has taken the place of broadcast marketing. We all know that we need to provide actual value through marketing efforts--not just a sales message. However, in the rush to create useful information to boost marketing efforts, we sometimes forget the fundamentals of building a solid and consistent brand the way true marketers have done for centuries. The following is a list of brand marketing basics that need to be considered every time you develop a new product; they also need to be revisited on a regular basis:
1. Select a solid name. This is one of the most difficult steps you must take when building a brand because your name should be descriptive and indicative of what the company, product, or service entails without being overly complicated. The name must be generic enough that if your company or product changes focus it will still be applicable. For example: our company is named Net-Results, which indicates we are an internet technology company (which we expect to always be). Our product was also named Net-Results which we felt caused some confusion. We went round and round about trying to find a name for our product, finally settling on Net-Results Marketing Automation. We feel that name encompasses what the product does without being overly descriptive - it is simple enough that we hope it will last throughout the life cycle of the product as we add new features and updates.
2. Create a logo... and protect it. For me, the first thing I do when launching a new product (or helping to build a company) is facilitate the creation of an appropriate logo - one that encompasses the image and font you want to be associated with (strong, powerful, technological, fun, creative, etc.), colors that not only fit your company/product image but also ones you like (because you will have to live with them), and enough detail that the overall look is cool but not overly complicated. When creating a logo you must always consider how it will look when printed on a pen, embossed in a notebook, or embroidered on a shirt. Odd size logos are difficult to use in web media and on promotional products, so don't get too crazy with the dimensions. Once you have your logo, insert an SM (service mark) in the upper right corner - you may even want to go through the steps to register it for your protection. The other way to protect your logo is to not let anyone skew it in any way. I worked with a creative genius I considered a brand Nazi - a true keeper of the logo and overall brand - and he taught me never to let anyone mess with the dimensions of your logo. Nothing makes me more angry when someone puts our logo into a word document or on a website and then stretches to make it fit... don't even get me started on this! If you find that someone has used your logo in a skewed manner, take every step necessary to fix the problem and make sure they know never to do it again. It makes your company look unprofessional and unpolished, and that can never help your brand.
3. Consistent Messaging. This sounds easy enough, but the problem generally arises when messaging is not formalized or distributed throughout the organization. One marketing or sales person may write a certain way and use certain terms to describe the company, product, or service, while another employee may have a totally different idea. Of course you need to tailor your messaging depending on who you are talking to, but the fundamental terms and underlying descriptions need to be consistent. Managers within a company need to meet and formalize company/product messaging such as taglines, standard terms, functionality, storytelling, etc. This also includes the history of the company, how products were formed, what technology they use, and the overall corporate culture. Once this has been decided, it needs to be documented and distributed throughout the company to everyone... not just sales and marketing. You never know when your finance person will be in an elevator with a potential customer and strike up a conversation. EVERY employee should be considered an evangelist for your company, so make sure they know what to say face-to-face, on the phone, or in an email. Of course all written materials including your website, brochures, and even social media comments, notes, and blogs should reflect this. Style guides for copywriters are also extremely helpful, particularly when you always italicize a product name or write a word in all caps.
4. Uniform Look and Feel. Sure, all the color schemes on your marketing materials are the same, the tagline is regularly used, and the copy is generally consistent... but is the overall feel you get from your materials the same every time? Think about this: you may have a trade show booth concept around a really cool image. Attendees at your booth will see this when they talk to you at a show; you may even have print materials surrounding this image. But, when they go to your website they won't see this imagery - which creates an inconsistent brand. When planning any marketing campaign--be it a trade show, email blast, social media group, or direct mailer--you must consider the overall look and feel of your brand. Think about every contact a potential customer will make with you in person, online, and in print, and make sure you are projecting the same look in each place.