Updated: Oct 17, 2019
So you started a business. You've put a lot of thought into it. Now you're diving in and ready to make a splash. Have you found that making a splash is kind of hard? With the various channels and ways we communicate with our audience, it's hard to see where and how to jump in. Opening your brand book is like diving into the clear blue of the Caribbean. It provides you with clarity regarding all your business and creative questions. Sounds intense, but truly, it can be quite simple.
As a fellow small business owner, I hate to admit this, but we have competition. According to Forbes, Americans see between 4,000 and 10,000 ads per day. So even though we built it, they won't necessarily come. However, if we are consistent in our communications, and they resonate with our target, we will be seen.
Brand books provide the guidance needed to implement and uphold a strong brand, and that's important for a few reasons in addition to being seen. Here are just a few:
Consistent branding across all channels increases revenue by 23% - Forbes
60% of Millennial consumers expect consistent messaging across all channels - Bulldog Reporter
8 out of 10 investors want the companies they invest in to have a strong brand - The Chartered Institute of Marketing
Brand color improves recognition by up to 80% - Forbes
A strong brand that is consistently represented both internally and externally can decrease hiring costs by 43%. - LinkedIn Talent Blog
Along with providing clarity brand books also help you and your staff with day to day tasks. If you are trying to think about what to write for your next Facebook post, it offers inspiration. If you want to use a different font than usual (we all want to) you can go back to the brand book and think, "will this help or hurt my brand." (It will usually hurt it.)
Over the next few days I'm going to take you through building a brand book. If you want a crystal clear brand book that helps your customers find you and guides everyone in your organization to make that splash, I can help. Please feel free to email me if you have any questions and let's get clear together!