Play it Again Sam
The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is that the color you are seeing in your sleep, your prospects might just be beginning to recognize, and if done well, associate with you.Consistency cannot be stressed enough in brand development: whether it is a color or a font, where you place your logo, the schedule for newsletters and promotions, or the way the receptionist answers the phone. One predictable encounter after another carves your brand in the customer's consciousness.Its Not All RepetitionOne of my favorite advertisers is Target. Their commercials are fun, displaying the same flair and style that they market in their store. Interestingly, the logo and store name are not even mentioned until well into the spots, frequently displaying the signature bullseye in a pattern on a dress or as wallpaper in the background. Often it's not even red, still overtime I know it for a Target ad instantly.Consistency is about recognition and familiarity, not necessarily duplication.
When building brand we are trying to create attachment. Target has room to be very flexible, developing consistency through a certain style. Their continuous advertising allows enough repetition that we see the pattern in their message.The Flexibility TrapWhile Target takes a lot of license with consistency, you'll also notice that some things are always the same. The shape and scale of their logo, the pace of the message, the patterns created with their logo, the font for their name and it's positioning at the end of their ad.The secret to remaining interesting while maintaining consistency is planning ahead. Before you start a brochure or an ad campaign, make corporate-wide decisions on your brand.
What can change, what must stay the same? What colors or color palette will you stick with? What is the underlying message of any marketing direction? In short, know your brand message, the key visual elements that support it and how they should be applied. As your business grows and more people handle distributing your message, your brand stays in your control..
Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure.Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses.
For more information contact Beth at bsb@iriscreative.com or 610-567-2799.
A Description Of The New And Exciting Types Of Peppercorns & Ways To Use Them
New and exciting varieties of peppercorns are becoming available to chefs everywhere. Pre-ground pepper out of the tin no longer provides the complex flavors and versatility that great cooks everywhere are looking for. A small collection of different types of peppercorns provides fine cooks with just the right pepper flavors and colors to create perfect culinary creations. Peppercorns crusts, rubs, marinades, dressings, and sauces are just a few of the creative ways these unique flavors and colors can be utilized.Peppercorn sauces are a great way to present distinct and unique flavors to the pallet while providing a splash of brilliant colors. A rainbow of spicy flavors such as white, green, and pink can easily create an impressive dish.Green peppercorns are a lively green color with a sharp, fresh flavor.
These immature peppercorns are hard to find but well worth the search. Their fresh flavor is a perfect for making meat sauces for pork and beef. Green peppercorns are also a...
A Description Of The New And Exciting Types Of Peppercorns & Ways To Use Them
Color printers > A Description Of The New And Exciting Types Of Peppercorns & Ways To Use Them
Senate Bill Confirms Canadian Pharmacies as Necessary Healthcare Solution
Winnipeg, Canada (ContentDesk) July 20, 2006 The U.S. senate has affirmed its support for drug importation from Canada by passing a bill aimed at curbing Customs seizures of packages sent by licensed online Canadian pharmacies. By a 68-32 vote, the Senate has demonstrated that Canadian pharmacies are alive and well and offering the best alternative to outrageously high drug prices. Legitimate pharmacies like Rx Care Canada (www.RxCareCanada.com) dispense safe and affordable prescription medications and guarantee delivery.