How to Create a Successful Brand Image

Written By Joellen Reichenbach

“I saw a purple pen and thought of you.” 

“I saw a purple sponge in the store and I thought of you.”

It’s always nice to hear that a client thought of you. But it’s also an example of successful branding. When they saw your corporate color, they experienced an immediate association with your company and your relationship with them.

Most companies know they need to use their logos on all of their marketing materials. Where many marketers make mistakes is in the use of corporate colors and text styles (or fonts).  

Do you know what your PMS is?

Corporate colors are a key element of building your brand identity. Typically when your logo is created, your corporate colors are also chosen. They might be part of your logo or they may be secondary colors chosen with your graphic or website designer to add life to your marketing materials.

These color choices all stem from something called the Pantone Matching System or PMS. Each color has a number identifying the exact mix of red, blue, yellow, white and black which create your corporate colors. These PMS numbers are universal - allowing every printer and designer to consistently use the precise colors in your corporate color palette.

This means that your company is always associated with the exact same color scheme. It also means that your brand identity is consistent.

Does your business look the same every time your clients see you?

In addition to corporate colors, the typeface or font your company uses in its marketing materials helps you build a solid brand identity foundation.

It’s easy to always use the same fonts. Having a license to use your special font on your desktop means that you can program your fonts as a default in your system. This way you’ll always be able to use it when writing a corporate document or even an email to your clients.

When your clients see the text style your company uses on every communication, they automatically associate that marketing tool with you.

When should colors and fonts be used in your marketing materials?

Here are a few communication elements to consider:

  • Business Cards
  • Letterhead and Envelopes
  • Brochures and Sell Sheets
  • Website
  • Email Marketing
  • Social Media Profile Graphics
  • Signs
  • Promotional Products
  • Corporate Cars
  • Uniforms and other clothing
  • The color ink in your pen!

In addition to a few other branding elements, your corporate colors and fonts become ways for your clients to identify your brand.

Are you wondering how else to use your corporate colors?

Well, one idea is that you may want your employees to wear them!

Ask us! We can help you discover ways to keep your brand image consistent every level of marketing.