The DAE offers creative business solutions customized for each individual business’s needs to optimize the integration of technology into their companies, so, for today’s blog post, we reached out to Berlin Productions upon seeing that Berlin won a 914INC’s 2013 Excellence in Small Business Award for their philanthropic work. Berlin Productions is a full-service marketing and promotions agency in White Plains. Steven Klapow, Vice President of Creative & Communications Services at Berlin, shared with us his insight on branding and how to make sure your business’s brand identity stays consistent.
TEST YOUR BRAND
By Steven Klapow, BERLIN
As a branding and promotions agency, we see it all too often: the company that develops a logo and tagline, then considers its branding work done.
Maintaining the integrity of your brand, product, or service is a job in itself. All of your communication should be properly branded, professional, clear, and especially, consistent — ALWAYS.
One way to check your brand’s integrity is the “wall test.” Gather a screen shot of your home page, along with your print ads, promotions, brochures, business cards, letterhead, screen shots of any landing pages (if you’ve done search engine marketing, or SEM), and screen shots of your Facebook and Twitter accounts.
Tape all of those items to a wall and review them as a whole. All of the items are different marketing elements that might have been created at different times; however, they still represent your brand, so they should look and “feel” similar. If they don’t, ask yourself some questions: Are different people working on the various components? Do you work with various marketing partners or agencies that don’t understand the value of brand integrity? Or does your brand not have a clear positioning strategy? If your answer to one or more of these questions is “yes,” then you’ve begun to identify the problem.
When Berlin helps a client establish or re-establish its brand, it’s refreshing and rewarding to visit its headquarters later and see our approach and philosophy put into action. It starts with the sign outside their door and the logo displayed in the reception area, then it spreads outward through company letterhead, email signatures, social media promotions and beyond. This is how brand integrity helps to grow sales!