As a business owner, you have to make it as easy as humanly possible for clients to find and connect with you. Brand consistency helps them to recognize you, love you, and pimp you to their friends. We’ll cover some brand basics in the next few minutes, starting with…
1.) Username.
Do you have just one username, and is it consistent across platforms? For example, are you listed on Facebook as Lauren L. Hammerstein, on Twitter as LaurenLeeH, and on your website as LLH Photo? (See how that can be confusing?) If you can, get a new username or switch your existing URL — this can be done quite easily on Twitter — to reflect your ONE chosen username. Whatever that is.
2.) Avatar.
How’s your avatar looking? Christine Tremoulet is an excellent example of having a memorable avatar, and I’ve seen it all over the place — Twitter, PhotoLovecat, FStopBeyond — it’s her. I may not even recognize her in another image, because I’d be convinced of her just having a little red wall behind her wherever she goes.
3.) Logo.
It hurts me to say it, but I have to ask : are you using just one logo? Yes’m, I just wrote that. I’ve seen different logos being used on assorted marketing materials for the same company. Not iterations, but full-blown entirely-different logos on currently-circulating materials.
Please, fix it.
If your username, avatar, and logo are consistent, we’ve come to the final stage of Brand Check:
4. Message.
Copy and pricing send a message, but is it the one you’re trying to convey?
When your marketing materials, web design, and general web presence scream high-end, but you’re selling a 5×7″ FINE ART print for $15 (I saw this done today, and have to mention it), your brand is NOT consistent with your message. The $15-shoppers are looking for keywords like ‘value’ and ‘affordability,’ not ‘decor’ and ‘fine art’ of any kind.
Ultimately, the more consistent you are with your message, the stronger your brand becomes. The stronger your brand becomes, the more clients you attract, etc, etc…world domination follows. But you’re going to have to pick just one logo first.
Great article, thanks for posting it. I’ve been thinking a lot about branding lately and finally emailed a designer last night to get the ball rolling. It’s SO important.
PS that vid is hilarious.
Oh goodness, too funny. I was reading along, came to this blog post, was nodding my head in agreement (although I still don’t plan to change my Twitter username, but if you go to my Twitter page it is all branded out) … and then I came to #2! *grin* At WPPI last year, everyone kept asking me, “Red wall?” I even considered getting a piece of posterboard and a stick to put behind me so that I had a red wall at all times! Hahaha!
Excellent post, and so very, very true! Be consistent so you don’t cause confusion!
(PS – I missed this when you posted originally because I was in Belize. I’m now addicted to your blog. Thank you. I *heart* branding!)