January 23, 2017 / 

Brad Hawkes

What is brand control and how will it make your life easier?

What is brand control

Brand control. It’s a scary term for a simple concept. Your brand is the face of your company. Mess with it and people might struggle to recognize you. Keep it consistent, and you’ll soon build a positive reputation.

And getting a grip on your company identity isn’t just beneficial for your customers. Done properly, brand control can save you a load of time—not to mention stress.

 

 

So, what is brand control?

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Brand control is all about ensuring your audience see your brand the same way, no matter where they're looking. It shouldn't matter if it's a website or an invoice, or whether it's come from Sales or Marketing–if it's got your name on it, it should be oozing the same stuff.

But a solid brand doesn't just mean picking the right color palettes and typefaces. It's about defining and positioning your brand, and always striving to add more value. Put simply; you want to create something that people can trust. And that requires absolute consistency.

Brand control is a craft in itself, but there are a few things to remember when managing your brand assets:

  • Keep a consistent tone of voice across different social media platforms, advertising, and marketing materials.
  • Choose a color palette that reflects the spirit of your brand and stick to it.
  • Stick to a same set of typefaces across different channels.
  • Always use a high-res logo on branding materials, whether it’s a business card or presentation. 

We know what you’re thinking: this all sounds like a lot of work. But thankfully there are loads of simple ways to ensure brand consistency. Putting together a brand manual is a good start. Otherwise known as a Brand Bible, this document should include the basics of your visual branding, as well as your mission statement, tone of voice, and a list of branding no-nos.

 

 

Why does it matter?

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There are so many benefits to keeping a tight handle on your brand. Not just for your customers, but for you too.


First up, your customers:

  • Your brand says an awful lot about your company. And if it’s messy, inconsistent, and just a bit confused, your customers will be the first to notice.
  • Good branding helps build trust. If your customers know that you consistently deliver the goods, they’ll be more likely to turn to you.
  • Quality branding looks professional. It’s a bit like turning up to an interview in your best suit. Making an effort to make everything consistent always leaves a good impression. 

The benefits for you:

  • Setting down strict ground rules for your brand will ensure all of your team create quality, on-brand work.
  • As your team grows, you may worry about losing control of your brand. But creating a brand manual helps you keep a handle on all aspects of your business.
  • Brand control lets you be more creative. With more time on your hands and a clearer focus, you have more opportunity to let your creative side go wild.

 

 

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