Anvil Graphics Blog

We live in a branded world, and consumers are more brand conscious than ever. But what is a brand really? At the first level a brand establishes trust with a business, product or person. When we travel across the country we might eat at an Old Chicago because we trust that the service and the pizza will be good. We like to protect ourselves from the risk of the unknown, so we go with a brand we know. So doing things which build trust is essential.

In the initial contact with your company, a prospective customer learns a great deal about your brand. In those first moments your brand is like a handshake. In that handshake you recognize one another and look for ways the relationship can produce positive results for everyone.

In that handshake your brand is everything you put forward, all in one big blast. The key is consistency. Every aspect of your business must be authentic and ring true. You can not tell clients you are fun and quirky and then send salesmen out in blue blazers. So look at every area of your company and ask yourself, “Is this who we really are?”, “Is this how we want our clients to think of us?”. Be consistent with your marketing message (themes and written content), and establish guidelines for how you use the company logo, typefaces, colors and imagery. Create a marketing plan and stay with it for at least 18 months. Finally, know your potential market and design your advertising to speak to their needs.