Where Does Your Brand Make an Appearance? (Hint: It's a long list)

Your brand is dictated by the mission, values and character of your business. Who are you and how do you want people to see you? In last week’s post, I outlined a few questions to get you thinking about this, particularly in regards to your logo.

But your brand isn’t just about your logo. As Sarah Van Aken discussed at August’s “Success in the City,” a comprehensive brand should manifest itself in every aspect of your business. Let’s look at some of the ways this can play out...

Your brand shows up in your name. Your business name is one of the first and most straightforward ways people relate to your company. You want to make sure it aligns well with the tone and story of your business. For some cautionary naming tales, read this Wall Street Journal article.

Your brand shows up in your print and online marketing materials. From the design of your logo to the design of your website to the design of your “Thank You” notes, you want the look of your company to be consistently branded. Make your logo omnipresent. If you want people to see your logo and think of your business, you need to put it everywhere.

This goes beyond business cards and letterhead--make sure it’s the first thing people see when they visit your website. You don’t want people questioning whether or not they’ve navigated to the right place. If you’re using Blogger or Wordpress to host your site, make sure you’ve selected a template that allows for a customizable header.

Your brand shows up in the ways you get involved in other things. Your charitable and civic affiliations reflect the character of your business and are thus a component of your brand. Do you want people to know that your printing business values puppies? Sponsor some postcards for an upcoming SPCA event in exchange for recognition. These “extracurricular activities” are a good way to promote your brand without looking like your promoting your brand.

Your brand shows up in your employees. If you have staff that interacts with your clients on a regular basis, they’re part of your brand. Their dress, their demeanor, and their attitude should project the ideals of your business.

Your brand shows up in your e-mail signature. Yup, even there.

Your brand shows up in you. Read this article for more info.

John Jantsch of Duct Tape Marketing calls the breadth of your brand its brandography. Read his explanation here.

For more branding tips, check out The Branding Diva and Brand Autopsy