Once you put yourself out there, using whichever marketing or advertising method seems best at the time, you are encouraging people to interact with your product or service. Very often this first interaction will happen in the absence of yourself, your rep or your top salesman. It might happen through a referral to your website, a flyer or maybe a brochure.
It is essential to have all your brand assets on par with, or superior to, that of your competitors. It is also imperative to ensure that all those assets are consistent and speaking the same language to ensure the right message is being communicated.
Too often businesses fail because they don’t get all their brand assets prepared before they begin with their marketing and advertising campaigns. They become comfortable designing their brand assets on an ad-hoc basis. This doesn’t always work because you are always one step behind – reacting to what you think your market wants or needs. The other risk you face with this strategy is, each time you change your design agency, your branding evolves due to a lack of a structured brand guideline, allowing each agency to manipulate your brand to suit a method or strategy that they believe is best.
It is far easier and wiser to create a strategy and plan before you start your marketing and advertising. Prepare the assets you foresee as a potential requirement and roll them out as you require them. This will allow your agency to put together the pieces that will allow the creation of an essential brand guideline that will serve your brand’s development while maintaining consistency.
Whilst you may not be able to predict all potential brand assets that you might require for your marketing and advertising campaigns, it just means that your design agency considered and evaluated a few potential marketing strategies allowing you to be at the top of your game. This is when your brand starts behaving proactively rather that reactively.
Think ahead and lead from the front.
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