A match made in heaven: Building out a brand
By Katie Macmillan, Public Relations Account Executive, Design At Work
Wedding season is officially upon us, and for many people that means fancy suits, last-minute preparations and the commitment of a lifetime. The truth is, long-term relationships aren’t solely for brides and grooms-to-be. A company’s brand stays with it for years — a minimum of three to five, ideally. And the same things apply to business owners, as to the happy couple. Here are a few things to keep in mind when taking the leap to branded bliss.
Cold feet are common.
Your brand is the face of your company. It’s the way others view you and all you do. In other words, it’s kind of a big deal. It’s natural to experience some hesitation, but keep the end goal in mind. Whether you’re looking to increase recognition, generate an emotional response or improve sales, this process will help get your company where you want to be.
Remember what brought you there.
It’s easy to get so caught up in brand development that you lose sight of your intended purpose. Is your new brand getting out the message you want to convey? Keep your company’s back story, mission and internal workings in mind as you work out the finer points. The final result won’t just look good, but will speak to who you are as a business.
No one likes a bridezilla.
If your under-construction look throws up red flags, voice your concerns, but in a constructive manner. Determine what it is that doesn’t jive. Is the messaging off? Is the look not 100% “you”? Hate the colors? Pinpoint those issues and address them with your team. Your relationship (and overall look) will come out stronger in the end.
Avoid passing fads.
Like pale blue tuxedos and poufy sleeves, not every look lasts. Incorporating current trends into your look in subtle ways is fine, but don’t go overboard. Adding too many of today’s touches — a popular pattern or color scheme, for instance — will quickly date your look and feel.
Design At Work is a leading Advertising & Marketing firm based in Houston, TX.