Blog Detail

No.1 Rule in Branding “Execution”

The No.1 failure in branding by most small business’s to large multinationals is their failure to fully execute their branding. In my years as a designer advising on branding & corporate identity many companies succeed in creating a great name, logo & brand identity but fail to maximize their investment.

The Top 5 tips in execution:

No.1 “Congruent” stick firmly to your brand guidelines- don’t water it down or mess about with your brand i.e. colour, styling & detail.

No.2 Repeat & execute your brand through every visual interface with your customer from stationary, website, interior, signage, vehicles to uniforms.

No.3 Keep your brand message honest & authentic to your company culture, tag line & mission statement. Customers are not daft & dislike being lied to i.e. “putting the customer first” the banks. Deliver your promises!

 No.4 Be consistent, don’t get lazy and fail to display your brand repeatedly.

No.5 Ask a child or 3 year old (who can’t read or spell) to visually identify your brand randomly against your competitors- uniforms, haulage, website. Then decide whether your brand is effective; congruent,consistent and instantly recognizable.

Learn more about author Denise McKeever