Consistent Branding Pays Off

It's never been so evident to me how important branding is until now. I've always known it’s good for business, and I've always been consistent with my logo usage with any business I've owned (particularly the chocolate business and now Tickled Pink). But it’s when you’re out and about talking to people you haven’t met before and you see how they respond when you hand them your business card with your branded logo on it and they recognize it — you know, at that moment, that you’re doing something right.
It's so important, particularly for new businesses, to create (or have created) a professional logo for the company. And then use that logo on everything that you put out for advertisement and marketing. For instance, we not only use our logo on our business cards, but also on our price lists, door signage, postcards, brochures, vehicle magnets, retail products, newspaper advertisements, t-shirts, parking signs, social media, website, etc. By doing this people in town are beginning to recognize our logo...our BRAND! I don't care how long you've been in business: Don't just assume that everyone in town knows who you are.
Branding is so pivotal in building your business. If you change it up every time you print something different (or with every promotion) you aren't going to build local recognition. People need to see your logo and business name over and over to remember who you are. How can they do that, remember your name and logo, if you don't keep it consistent? Sometimes it may not be possible to have your logo actually on the ad. In this case, at least have your business name in a specific font and layout so you can use that in place of the logo when space does not permit the actual image. And then use only that text, font, color, etc. when you can’t use your logo image. It may cost a little more to have certain items branded but it is well worth the extra cost. Just be sure to keep the services and atmosphere up to par so that when people do see your logo or hear your business name they will have nice happy thoughts. We've only been officially open since September 2010 but locals are already recognizing who we are.
—Melodie, Tickled Pink Salon & Nail Spa, Clayton, N.C.

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