… use the sharpest nail,” so the saying goes. What does this marketing idiom mean, and how does it relate to branding? It means that if you don’t have the biggest budget, sharpen the focus of your branding program toward achieving its two most important goals: target market awareness and product differentiation.
Here are some simple tips that will help focus your communications:
1. Ensure that every single communication carries your brand identity, whether online, offline, in person or through the media. Your brand identity must never vary, so that it conveys a single, clear and professional brand image that will be etched in the minds of those who make a difference to your success.
2. Make sure that you put your logo on absolutely everything that goes out into the marketplace. Not only does it represent you, the way to building strong brand recognition is through repetition.
3. Include a tagline or slogan with your logo. Because a logo alone doesn’t necessarily say very much about you, a tagline or slogan communicates who you are, what you do and why you’re great at it.
4. Add an email signature line that contains your business name and tagline. With so many businesses heavily reliant on email, capitalize on the opportunity to reinforce your brand identity on all email messages.