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How to carry out a business brand consistency check

In case you hadn’t noticed, it’s February already and we’re well into the New Year.

If you haven’t done so already, it’s time to take stock of where your business is now and where you want it to be by the end of 2017.

A great place to start is with a brand audit and consistency check – making sure every element of your brand, from the way you and your people dress, to the way you answer the ‘phone, communicates the same brand message.

This goes for your visual branding too. Every piece of marketing collateral you have, from your website to your business cards, needs to be consistent in look, tone and message.

Everything should tie together and reinforce your brand message.

Here’s a simple list of things to check:

Logo and Tag-line

Ensure your logo and tag-line is presented in a consistent and brand-relative manner. Limit variations and ensure no old versions are used.

 

Colours and fonts

Create a colour palette to ensure you’re using the same colours across all your printed and online material. The same goes for the fonts you use.

 

Tone of voice

An engaging tone of voice is important and whether its casual, business-like, or witty, consistency is key across all communications.

 

Key messages

Your messages are what define your brand, so they should be built into everything. They must also relate to your target audience.

On average, people will hear a message seven times before they buy, so the more consistent your messaging is, the better.

 

Images

Your images need to be high quality, royalty-free and on-brand.

 

Copy

Read through every word of your marketing material. Is the information up-to-date? Is the copy engaging?

 

Who’s your ‘gatekeeper’?

If you don’t have a dedicated marketing team, it’s worth allocating an in-house brand gatekeeper to carry out regular brand consistency checks.

 

Help is at hand

Branding communicates what you do, what you stand for and what makes you special - and should be applied consistently across everything you do.

 

Here at PPS Print, our design team can advise you on branding and printing to ensure you end up with the highest quality brand and materials, at a cost-effective price.

So why not give us a call on 01733 349881 to talk through your ideas and book in an audit today?

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