I often use the phrase ‘push the brand’ when referring to one of many parts of an overall strategy used to build brand equity. I like the phrase because it reinforces the fact that proper implementation of any marketing, advertising, or sales strategy requires a comprehensive, cohesive, and consistent approach.

All too often, I see businesses that have an inconsistent and non-cohesive implementation of identity. Their logo may be represented in many variations of color and style; their letterhead looks very different from their business cards; a website which looks like it was put together by a programmer (read ‘non-designer’) who didn’t really care about identity—never-mind simple rules of design; a brochure that makes use of colors that don’t match or complement other applications like signage; and other such evidences that key people are not talking and there is no oversight. These mistakes do very little to push an overall brand. Instead they attempt to push smaller, independent brands, to the detriment of the business.

While I love to create within the confines of a specific project, I really get excited whenever I am invited to look at a business’ entire set of communication methods and tools. Through the process, there is a sense of cleaning and ordering after which a side-by-side comparison reveals a renewed brand identity that spreads consistently across all applications. Each project possesses the power to help ‘push the brand.’

If you would like a no-cost evaluation of your business’ identity, please contact me.

This entry was posted on Sunday, October 19th, 2008 at 12:13 am and is filed under Design. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.