What distinguishes a small business from a corporation? There are the obvious factors, such as number of employees, target markets and resources. But just because your business is small doesn’t mean you have to compromise your image.
Here are a few things to consider to keep your business identity consistent:
1. Establish a recognizable brand logo
There is a misconception that a logo always must include a symbol. This is untrue, a logo can take on different forms; it can be a unique font, symbol or both. Also, be sure that your logo works well on all backdrops and color schemes. Typically a logo design should include a color, black & white and gray scale design.
2. Keep a consistent color pallet
The colors you choose play an important role on how your business will be perceived. Your colors will set the mood so be sure to pay extra detail on what you want your colors to say to your potential clients.
3. Keep Marketing materials consistent
There is nothing more detrimental to your images than having inconsistent marketing materials. Your letterheads, envelopes business cards and brochures should all incorporate consistent and unique elements. Your advertising agency should provide you with guidelines to follow so that your brand image remains consistent across all media.
it is understood that your campaigns may change from time to time depending on what you want to highlight. However, keeping your advertising consistent across all forms of media will help you reinforce your message and allow them to be easily distinguishable. Stick to a slogan or catch phrase that will help your audience immediately recognize you.
5. Be Different & Take Risks
This is a big one as taking risks and being different will help you stand out from the crowd. Think of ways you can outshine your competition by using humor, shock effect, or establishing emotion in your ads. Your agency should establish an extensive profile of your business and determine what method best fit your needs.