At Communiqué PR, we have the opportunity to work with companies at all stages of growth. From Facebook to Opscode to Attachmate to The Bravern, our client list has presented us with many opportunities to watch a company evolve and grow. With start-ups, we are often brought in at a time when messaging is constantly shifting, but from our experience, consistency is key with media and customers.
I came across an interesting article in Ragan’s that highlighted “12 moves that will destroy or deteriorate your brand.” The article provides great tips on things to avoid in any stage of a company’s branding. I’ve included a few tips gleaned from the article, as well as examples we’ve seen.
- Have a logo. A big part of a company’s brand recognition is tied to its logo. What comes to mind when you see the golden arches? Obviously, McDonalds. What about the Swoosh? Nike has that locked down. You want your logo to stick in people’s minds, so keep it simple. Think about the simple logos that you remember like Apple and Google. You don’t need to spend a lot of money on the logo, but it should represent your brand and be memorable.
Additionally, it is important to keep the logo consistent. Author Amy McCloskey Tobin points out that it is OK to “refresh” the look of a logo, but don’t change it every year. You miss out on the most important function of a logo — brand recognition.
- Have a clear corporate voice. It is important that an organization has a corporate voice. Determine what type of personality your company wants and make sure to interact with customers in that fashion. For example, Nordstrom is very customer-service oriented. The customer is always right. The employees at Nordstrom are always happy to resolve customer dissatisfaction and that message is carried throughout the company’s story. Once your voice is determined, ensure that all employees are trained accordingly.
- Develop a PR crisis plan. No matter what industry you are in, a PR crisis can occur and it is important to have a plan in place. From employee indiscretion to product malfunction to social media flubs, we’ve seen a vast array of crises. It is important to have the processes in place to protect your brand. Who will respond to the PR disaster? What will the approach be? As an agency, we typically work with organizations to develop a PR plan to prepare for a crisis. For more information on “Key Elements of a Crisis Communication Plan,” check out our previous blog post.
- Keep your website fresh. Just having a website is not enough. A company website needs to be a clean representation of your brand. Chances are most people will use the web to find you. A company should update its website with the most accurate and relevant information. I typically visit a restaurant’s web page before I dine to check out the menu, atmosphere and specials. If the website is outdated or hard to navigate, I usually chose another place.
- Develop a social media voice. Having a social media presence is important and so is having a plan of attack. If you do not represent your company on social media, it is likely that someone else will. Conversations could be happening on Twitter about your brand and you will have no insight or voice in the discussion unless you have an active presence. For more information on “Creating an Authentic Presence on Social Media,” please read our previous blog post.
- Create consistent messaging. It is important for a brand to have consistent messaging surrounding what the company does and any supporting statistics. This will help ensure that everyone is on the same page when speaking about the company and will ensure a clear picture is illustrated in the media and to customers. For tips on messaging, read “Five Best Practices Surrounding Messaging Workshops.”
What has helped your organization boost its brand?