My marketing philosophy was developed early in my career. When you are managing a brand with multiple product offerings in different industry niches, this philosophy sets the tone for your entire marketing strategy.
Marketing collateral, whether online or offline should be ‘married to each other’ throughout your brand umbrella. Consumers and clients should be able to identify anything your company produces as belonging to your family of services. This translates all the way down to your business cards. If you have to rely on finding the logo to tie something back to your company, you have failed the “One Message, One Voice” philosophy.
Here’s a test, pull all of your collateral, media placements, letterhead and business cards on a conference table. Do they all relate to each other in some way? Is there a common color palette? What about the look and feel? Do the images translate from one piece to another?
These simple rules of collateral and media development are the easiest ways to not only build your brand, but keep you on the track to being a good steward of any brand you manage.
