Nadine Spuls
October 24th, 2020
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Ready to launch or relaunch your brand? Here’s how to weather the storm of an inconsistent branding journey.

There’s a branding journey that we have seen many times. It comes from the inevitable collision of circumstance and the best-laid plans of a growing business. Branding a business requires careful mapping and a brand strategy built on consumer data and company values. Plotting this course can feel like trying to navigate the Bermuda Triangle without a compass. Does this journey sound familiar to you?

Ready to launch or relaunch your brand?
Ready to launch or relaunch your brand?

When a business is just getting started, they know that they should get their website up as soon as possible so that their customers have a place to gather necessary details such as product specs, pricing, and contact info. This tends to happen right in the middle of the business’s ramp-up stage. The packaging is being sourced, shipping and trade agreements are being reviewed, and valuable team members are just starting to join the team. The first website is often built in a moment of immense busyness and within a time and budget restraint.

Online Marketing Strategy
Online Marketing Strategy

By this stage, a company has often crafted a logo and skeleton of its brand, and it’s enough to pull together the first version of the website. There’s nothing wrong with this decision. It is similar to the Lean Start-up Method or the Minimal Viable Product approach. The choice to set up a business’s tools, branding, and marketing in the most superficial fashion provides pertinent information so that employees may work and customers may shop.

As the team grows, branding and marketing are often taken off the founder, CEO, or manager’s docket and passed on to a new team member. There are plenty of bright university grads who know how to manage a company’s online tools and are familiar with the online user experience. Even if they are not hired for a full-time marketing role, these team members are often selected to run the online marketing strategy.

Manage Your Brand
Manage Your Brand
What can be missed, or simply overlooked due to available resources, is the branding of your company. Your current brand may be reimagined through the eyes of this new person. They are running off the materials on hand and doing the best that they can. Then there is the common occurrence of changed seats and turn-over.

Now, with each new marketing captain that manages your brand, you’ll notice slight changes, adjustments, and even omissions. This is all well-intentioned as each new person works hard to prove their worth and apply what they know as best practices. With so many hands, hearts, and minds conceptualizing your branding strategy it’s inevitably going to stray from the original course. Resulting in a mish-mash of marketing efforts that are now inevitably floating amiss in the vast waters of the online marketing world.

Your Brand Becomes The True North Of All Your Marketing
Your Brand Becomes The True North Of All Your Marketing
What’s missing here is a cohesive brand guideline, a strategized approach that reaches the desired customer base and is in tune with its mission and values. This guideline defines your company’s voice, look and feel, and becomes the true north of all of your marketing, no matter who makes it. A fully realized version will include your company’s values, mission, vision, taglines, colour palette, design specs, asset management, and social guidelines—all of the invaluable tools needed to create consistent and impactful branded content.
“Without this vital tool, the company’s branding runs like a sailboat without a rudder. You can try your best to stay on course, but the wind will inevitably decide which direction you are going. ”
Creates Brand Loyalty & builds trust with your-audience
Creates Brand Loyalty & builds trust with your-audience
With a professionally crafted brand guideline, your company can journey forward in confidence, knowing that all campaigns, messages, and imagery are fulfilling your company’s mission. This consistency creates brand loyalty and builds trust with your audience. They’ll know that your ship is steady, and they’ll trust your team with their business.
Bringing Your Branding Back To Port
Bringing Your Branding Back To Port

If this branding journey reflects your company’s path, there’s still a way to turn the ship around. By refining and polishing your brand guidelines with a trusted marketing agency, your brand will no longer be susceptible to the changing tides. It will be housed safely with a team of professionals that can work as an extension of your crew. Any changing of the guard on your team will no longer mean a change to your brand. Your company’s mission and voice will stay consistent with each changing season, and your brand’s goals will always be the focus. Let Kihada Advertising steer you in the right direction. Let’s get started.

Bring your branding back to port.

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