Branding is not marketing. Rather, it is an integral part of your marketing strategy. It’s also an important part of how you interact with clients, prospects, vendors, employees, and anyone else with whom you come in contact. Branding creates an image.

Your organization may be small or big, but at its core, it is still complex and significant in every way. You could be seen by any number of prospective clients, customers or future employees…not to mention your competition!

Just think for a moment…how many times per day do you send out a communiqué with your business name on it? How many times do you advertise? Do you have a website? There are lots of messages being voiced from your company just to do business.

To reinforce clarity, it is essential for your organization to present a unique,
memorable and easily recognizable visual identity that sets you apart. And, you must do so consistently and coherently. Sometimes, your visual brand is your most valuable asset and it is your job to make it as easy as possible for people to recognize information from
your company. The application and usage of your organization’s logo is one important element in achieving that objective.

In addition to the communications goals, there is a more practical, financial benefit to logo standards. Specifically, by having a basic design for stationery (print and electronic) and business cards, you will save money on design and printing costs.

The bottom line is “Be consistent”. Too many businesses don’t respect this simple consistency rule. They end up with five or six variations on their logo causing dilution of their brand, confusing their customer base and projecting an unorganized business ethic. You need to be able to reassure your customers and simplicity is the key. Your messages may be complex, but the way you communicate them needs to be simple and consistent.

Here are some specific tips I personally think are important.

1. Logo placement is probably my number one pet peeve when done wrong. Do it properly and I won’t criticize.

a. Do no change the shape of your logo via skewing, stretching or blowing it up so it gets all blurry and pixilated.

b. Give your logo “breathing room” around the outside. This is how you create emphasis, not making it huge. Pay special attention to how you place it in conjunction with other logos if, for example, you are sponsoring an event alongside other companies.

c. Use a high enough resolution version. Do not use a logo you pulled from your website for a print piece. This will always look terrible.

d. Make sure you use the proper logo for the application. If you are placing it on a dark background, use a white (reversed) version so you can read it.

2. Quality stationary is perhaps the most effective tool in communicating your company’s own quality standards to your clients and competition. You will realize their effect and the good image a business card will reflect on your brand in addition to the awareness it will create.

3. Your website should have a unified brand identity, which includes the Logo, Icon and/or word mark. All these items should walk together, they should be using the same colors, fonts and concept.