Posted 13th July 2011 | By Nick Evans, Chairman

Maintaining your brand is easy isn't it? Your brand is your logo, your colour scheme, that quirky image of a flying man. Make sure it appears on everything. That's how you maintain your brand. Keep it fresh. Keep it in people's faces. Isn't it?

Partly - yes. Being consistent is important too. That colour on your website masthead - is it the same as the colour on your stationery? Using the exact same font? How far away from the margin of a screen or paper should the logo always be? Is that distance always the same? And what about the surrounding text and images? You'll never see big name brands with their logos crowded out by text and images - the logo is sacred and sits on its throne, proclaiming itself to the world.

However, your brand is even more than that, if you think about it. It's about you, your company values, the image you portray to the world. Is your office clean and tidy or a chaotic mess that's full of anarchy? Are your email or printed messages full of typos and errors? Do you send out 'spammy' emails to everyone regardless of the relevance?

And how do you present your expertise? Are you at the front, sharing your knowledge and being a source? Or are you a follower?
There are many more things that contribute to your brand, because your brand is your public face - not just a logo and a colour scheme. It's everything about you and it establishes your reputation. And your reputation is what sells you and your business.

Too many questions? Maybe - but every business needs to find the answers to them.

Nick from ExtraMile Communications Ltd in Eccleshall (the business powerhouse of the West Midlands)

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