While the Big Branding Things at a company get done, it’s the Little Branding Things—the ones that seem too obvious to mention—that can slip through the cracks. It happens. Here are three quick check-ups to ensure your company branding is in tip-top shape.
1. Sincerely, All of Us.
Anything that leaves your office is your office, which is why consistent email signatures are important. If Diane, Jim and Sam have the same sign off, but Todd changed the font and added his favorite GIF to the bottom, someone should ask Todd why. Personality is important, and there may be allowances depending on the industry, but there’s something reassuring about clean messaging. Consistency is not boring; it’s got a nice hum.
2. The newest logo is the only logo.
If you’ve refreshed, tweaked or bulldozed your company logo over the last few years, make sure everyone has the latest one. Even better, make sure that logo is on everything: invoices, press releases, business cards, brochures, t-shirts, etc. When there are too many files floating around, you’ll see this on the computer:
One file, with the year, that’s easily accessible for everyone. Done.
3. “Is this still what our company does?”
It’s not a silly question. Maybe your advertising firm didn’t become a candle shop overnight, but as an organization grows and changes its scope based upon revenue, customer feedback or demand, the message sent out to the world needs to match those shifts. At the very least, scan your website to make sure something you stopped doing in 2012 isn’t still on home page. Even if a brand refresh is in the works, quick five-minute (or even five-second) changes can save hours later.