Direct Selling: Tactical Branding

Deliver a consistent, familiar customer experience

September 2007 By Brent Niemuth

multipage

Be Consistent

Even though you might get tired of seeing the same old stuff again and again, your customers do not. They want consistency. They look for it. They expect it. And when they don’t see it, there’s a disconnect with your brand. Make sure all of the following elements are consistent within your brand, across all channels:

1. Photography style. Does your photography have a unique style? For example, you always can recognize a Sharper Image photo—even if you don’t see its logo—because it has developed a distinct style. Constantly changing photography styles is the equivalent of changing hairstyles or your wardrobe. Always present your brand in a familiar way; you want your customers to recognize you immediately.

2. Typography. Do you use the same fonts in all your communications, even on your Web site? With the thousands of typefaces available, it’s tempting to try new ones periodically. Resist the urge to experiment. Pick two or three easily readable fonts and stick with them.

3. Color palette. Is your business associated with a certain color? Think brown and UPS, or robin’s egg blue and Tiffany’s. We recognize the Bed, Bath & Beyond postcards we get in our mail because it uses royal blue every time. Whatever your color palette is, use it consistently across all channels. Over time, when your customers see that color, they’ll think of you.

4. Copy/tone of voice. When you talk to your audience, do you use the same tone of voice? Does your copy sound like it’s written by the same person every time, or is your catalog voice different from the voice used in your letter packages? The personality of your brand should come through in your copy. It should sound like a familiar friend, not a variety of strangers. For example, The Land of Nod, a direct marketer of kids furniture, does a great job using the same whimsical, fun voice in everything it does. And of course, The J. Peterman Company built an entire brand around its literary, fantasy-evoking copy and illustrative art.

5. Logo usage. Your logo is the single, most important visual element of your brand. It represents everything you are and everything you stand for, so make sure it is easily identifiable on all applications. A weak logo applied consistently is better than a great logo applied haphazardly.

Develop Graphic Standards

One way to ensure consistency is to develop a graphic standards manual. This serves as a visual bible that identifies acceptable usage of all graphic elements within your brand’s identity. It can be as brief or as detailed as you like. This reference manual will help maintain consistency when a variety of different designers and writers are developing materials for your brand.

Apply a Common Filter

Use your brand promise as a filter for everything you do. Whenever you create a direct mail piece or an e-mail promotion, or choose new products for your catalog, make sure you ask yourself, “Does this fit our brand?” Using a common filter for every decision you make will help you stay true to your vision.



Always Demonstrate Your Point of Difference

No matter what the message is or what channel you’re selling through, make sure you always feature your point of difference. You might get tired of saying it, but the fact is, you can’t say it enough. Never assume your audience knows what separates you from the competition. Remind them again and again. When making buying decisions, consumers look for your unique selling proposition. Make that difference clear.

Deciding what makes your brand unique and thinking about how to stay relevant over time can be a daunting task. Bringing your brand to life through your marketing materials doesn’t have to be. Being disciplined in your approach and staying consistent over time can go a long way toward building a brand image that your competitors will envy and your customers will love like a dear, old friend.

Brent Niemuth is creative director and brand evangelist for J. Schmid & Assoc., in Mission, Kan. You can reach him at brentn@jschmid.com.