6 Ways to Strut Your Brand Personality with Breathtaking Consistency

Is “brand consistency” code for “have a boring brand?” Let’s see …

Imagine going to a new restaurant.

You walk in and are greeted by a pleasant hostess, who seats you at their best table.

The food smells amazing, and you can’t wait to order.

Unfortunately when you open the menu—it’s in Japanese.

There must be some mistake. You wait for the waitress to come and ask for English menus, only to find she speaks French!

At this point, you are so fed up (not to mention hungry) that you just leave and head to the pizza joint down the way.

The restaurant lost a customer (possibly a loyal one—or even a brand ambassador), and your customer experience has been ruined.

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Uncover Your Brand Personality in 10 Minutes or Less

make your brand personality shine throughNOTE: This post includes a free worksheet you can use to do the exercise I describe below. Enjoy, and let me know what you discover! – Pamela

Every brand has a personality, and if you’re in charge of your own brand, it’s crucial to figure out what that personality is, and how to communicate it consistently.

What is a Brand, Really?

You probably expect me to talk about your logo, don’t you? A logo can be part of a brand, but it’s not the whole story — not by a long shot. Your brand is the experience customers have when doing business with your company. It includes:

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A man showing his hands

Don’t Do These 5 Dirty Design Deeds

Design is a series of decisions. When you know enough to make good decisions, everything you design looks better. And it’s not hard. Anyone can do it, even you!

Maybe it’s because I’m such a visual person, but I see a lot of really bad design decisions out there. I’m ready to call them what they are: dirty design deeds.

They’re cheap and they’re easy to abuse. You can avoid them once you know what they are.

In recognition of these dirty deeds, I’ve created a Please Stop list. If you’re using these techniques, please stop. Now.

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A hand holding a dart pin aiming for the dart board

Don’t Miss These Business Branding Opportunities

They hide in the strangest places: branding opportunities like customer service, grooming, phone manners, and more.

We talk a lot about visual branding here at the Big Brand System blog. The quality of your marketing materials — their colors, typefaces and consistency over time — will help build trust in your offerings.

But that’s not enough. If you stop there, you’re missing a multitude of branding opportunities that make a lasting impression on your customers.

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A hole in the ground with a shovel in it

Branding Lessons from Chile, or How to Dig Out of a Bad Spot

Last Tuesday night I knew the first Chilean miners were due to be brought to the surface after more than two months underground. On a whim, I clicked on a live feed of the rescue effort to see if it had started.

Big mistake.

I couldn’t sleep until I saw the first miner above ground. When I woke up the next day, I turned on the rescue efforts and watched as I ate my breakfast. I was hooked.

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A pink background with a text that says a cheat sheet that will keep you honest and beside it is an orange colored pencil with an orange question mark above its tip

Design 101 | A Cheat Sheet That Will Keep You Honest

What if I told you that all the previous posts in the Design 101 series could make you money?

They can, but only if you apply the idea that’s presented in this post.

Don’t go changin’

You want to sell, correct? Whether you’re selling services, products, or your charming personality, you want to sell. And people want to buy from you. Let me repeat: people want to buy from you. But who are you?

Your company, your brand, has standards of behavior. You treat your customers fairly, you’re responsive, you innovate. If you’re doing it right, your marketing materials reflect your company’s standards of behavior.

One of the most important actions you can take now is to be sure that your marketing is consistent over time. Because once your customer knows who you are, you build trust by presenting a cohesive brand every time your customer interacts with you: now, next month and next year.

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