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Guest Post: Two Secrets to Effective Branding - Pt 2

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b2ap3_thumbnail_t_longfellow.pngTerri Longfellow Fuller is creative director and owner of Red Berry. She is an award-winning creative who likes to produce work that is beautiful and relevant. She has served a diverse group of businesses and nonprofits with projects ranging from motion graphics for the Oprah Winfrey Show, to complex design packages for Turner Entertainment, to streamlined campaigns for small organizations.

 Part One: Define your brand at the start >

Two Secrets to Effective Branding - Part Two

Secret #2. Make it all match.

Truly! I’ve built an entire career around the concept of consistency. From online content to the lobby décor, every interaction with your client differentiates your brand. Visual or verbal contradictions can confuse your customer, thus diminishing your business.

Plan ahead. A common phrase in the business world is to ‘dress for the job you want, not the job you have.’ This holds true for branding. From the start, the quality of your business materials needs to correspond to your vision and audience.

Name your business. A good name can reflect your company’s personality, mission or vision. Plus, a name needs to be appropriate to your industry. For example, my design and communications firm is called Red Berry, a brand defined as quirky, creative, and informal. Red Berry is clearly not a bank. 

Establish the basics. You may need a logo, stationery set, email signature, website, social media design, print ad, product packaging, PowerPoint presentation, direct mailer, brochure, signage, catalog, client or donor gift, tradeshow booth, storefront, vehicle wrap, and design standards manual. Maybe more. Did I mention that these should match?

Promote yourself. Think outside the marketing box. In addition to traditional media, consider pro bono work with high visibility, or donate your resources to a worthy cause. This is free publicity, beneficial networking, and good karma. Seize the opportunity to reinforce the best of your brand.

My secrets seem obvious!  But many businesses skip these crucial steps. Once a brand establishes a well-planned and thoughtful program, maintenance is simple. Ultimately, good branding is about good communication with your audience. And that’s good business! 

For me, fundraising and communications go together like peanut butter and jelly – delicious & filling!

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