Be Consistent – Tip of the Week

The Company Message

Teaching clients that consistency is the key to marketing is one of the most difficult things I do. Advertising is understood to a smaller degree but marketing is not.  Adverts cost less than marketing since each is a key message in the moment.  Marketing is the sum of all those messages over a measurable course of time.  52-Ads = one advertising campaign.  It is that simple with one additional factor.  Branding!


Branding is your visual effect to all public messages.  Your message must be the same in every advert every time a client sees your company information.  They need, through repetition, to see your company mark on everything you do.  Your brand says something about you and that message needs to be clear.

Your logo represents you as a silent sales person when you are not speaking. Therefore your logo must be on your letterhead, business cards, uniforms, website and everything else your company touches.  All you do needs to be represented with your brand displayed.

What does your logo say about you?

Winning the Battle

I watched two clients go out of business for the very same reason, failure to comply.  They had the right intention without follow through and I understand it very well.  The first was too busy to market and the second, a restaurant, ignored marketing entirely.  Both were king of their respective markets who faced everyday problems that threw them off-track.

It happens like this.  When receiving a quote that includes every service they shrink at the cost.  “I can do most of that myself,” they say.  But to this very day I have never had a single client follow through on that statement.  “Penny wise and pound foolish” is the old saying.  Never really understood that saying  until I started consulting with clients in 1994.  Don’t be like those people, do what you do and leave the rest to a professional.

To Do List

  1. Develop your branding images and use them everywhere
  2. Make your yearly marketing plan with segments (advertisements)
  3. Advertise your company including daily, weekly, monthly specials minding your annual goals
  4. Focus on community involvement through social and news media.
  5. Don’t believe the Internet is the cure all.  Use traditional media and Internet together with the same message

Need more information? Let’s meet for coffee. Call me @ 443-252-6170

The Making of your Brand

A lot of web and graphic designers get carried away when working on branding. It would be my guess that presenting something more complicated shows you really earned your pay. Many offer their clients very beautiful but complicated designs. In my opinion, busy designs do not make for better results. In many situations a busy design, which is overdone, will detract from your message.

Why your branding image (logo) should convey with a simple design.

Logos, don’t need to shout about your industry or the company. Branding is often more effective when these things are subtly implied. Your logo should be simple and to the point and be recognizable.

I have worked with clients that have elaborate ideas of what they want their logo to look like. If you start off by coming up with some over-the-top ideas, that’s alright. The solution is to take your idea, simplify the concept, rework it based on creative expertise and the result will work.

The final product (logo) will be a statement of your brand and it should say everything with just the logo. That final image can be conveyed and combined with your secondary-branding if you feel you must have something more complicated for advertising campaigns. The logo will tell your story and a secondary image may work throughout various campaigns and usages but your primary logo is key to recognition and consumer confidence.

Branding – Logos – Advertising – Marketing

Some of the best brands in the world have extremely simple marks that represent them. Look at Exxon/Mobile, Starbucks, WaWa, McDonald’s, Android, FedEx or UPS, and Royal Farms as examples of simplistic, effective design. You can picture what each of these brands look like in your head. This is because they are easy to recall and have been advertised, marketed, and seen many times.

While these examples are of well-known corporations, a simple logo should be at the forefront of your branding design so your customers know it when they see it.

Here are the Rules

  • Begin with a simplistic design that is unique to your business
  • Include that design in your uniforms, stationary, website, business cards, and all advertising
  • Marketing is a blend of your advertising campaigns and always includes your logo
  • Advertising is the now while marketing is the consistent message
  • Make it so your logo and your brand stand for something, hopefully quality and customer satisfaction

Call me when you need help,

Jeff Watters