12 Steps to Building a Powerful Brand Image
Building Blocks for A Solid Corporate ID Kit
1. Design a simple logo that attracts attention. Keeping it simple keeps it easy to produce and easy for branding. A good trick is to fax it to yourself and see how it shows up. If it’s confusing over a fax, it’s not a good logo.
2. Create a tag line that encapsulates your brand. Make it succinct and “catchy” so people can remember it. Make your tagline inviting without it sounding too “cutesy.”
3. Choose your brand colors as a reflection of the personality you want to project. Know that you will live with these colors forever. Put thought into why you’re choosing specific colors. Keep the same color-scheme in everything you do.
4. Hire a professional graphic designer to produce your corporate ID kit. That kit includes business cards, letterhead, envelopes, labels, and web site (even if it is just a contact page). Visit something like GoDaddy to buy the URL that will be your web site address. This investment is under $10 per year.
5. Get several professional headshot photos to use in ads, blogs, program books and other media. Image is everything. Investing in a professional photo shoot is the foundation of many graphic items that you will use over and over again.
6. Put your best foot forward on your business cards. This says plenty about you before you even open your mouth. Invest in good, heavy paperstock, Use both sides of the card. Consider putting your “tag line” on the back.
7. Print brochures in mass to send to those that ask for more information when considering you as a guest speaker or to hire you. People want information they can touch, feel, and walk away with to read later, even though you have a website containing all that information. Invest in a simple yet high-quality piece for multiple uses.
8. Design CD or DVD labels to match your corporate ID kit or book. Make sure your web site, social media tags and phone number are on everything that goes out. Yes, that means everything!
9. Order a standard podium cover to match your corporate ID for special meetings in venues like hotels where their name is displayed. Show your own “brand” not the hotel’s. Have people in your audience stare at your name not a hotel’s name.
10. Invest in the special touches that make you stand out in a crowd at places like tradeshows, conference exhibit halls, and conventions. Order items like table cloths, acrylic holders, portable exhibits, retractable floor banners, tabletop displays for your book and tape table.
11. Order premiums that promote your brand or book. These are small details that set you apart from the pack. Get bulks items such as ink pens, bookmarks, magnets, post-it notes, notepads, or mints, to distribute at special meetings or at your book/tape table when you travel.
12. Have postcards or note cards printed to send to media after interviews or to personally keep in touch with select people and prospects. Have the postcards or note cards match your business card in style, prompting brand recognition in the mind of the receiver.