Over the years, we continue to hear clients say, “We need a new website, brochure, trade show property”, or a myriad of other tactical deliverables. Our reply has always been the same, “Great, we’d be thrilled to help you… after we talk about your visual brand strategy.”

What exactly does “branding” mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be. The foundation of your brand is your logo but there is much more to a consistent visual identity than just your logo. It includes all the visual elements your company uses to convey who and what you are to the outside world.

A consistent visual brand, based on a solid and truthful assessment of who your company is and how you would like it to be perceived by your constituents, should be the foundation of your branding efforts. Many times the “squeaky wheel” tactics set the strategy. When this happens, companies tend to lose brand focus and the benefits of cohesive messaging.The potential customers lose the consistent message and frequency of being exposed to the same visual brand.

Introducing JHA Thumb Test!

Many JHA clients don’t have millions of dollars a year to spend on reinforcing their message to their audiences. And, over time, even disciplined marketing professionals can lose the brand consistency they’ve worked so hard to develop. A quick and simple way to audit your visual branding is to spread your various marketing communications elements on your conference room table and put your thumb over your logo. Do all your company’s collateral materials, website, Power Point, trade show property, newsletter template, look as if they all came from the same company? Is there enough consistency in typography, photography, color pallet, iconography, layout and subordinate visual elements to see one, cohesive brand? Or, does it appear disjointed – schizophrenic and unfocused.

Your company’s “Brand” is obviously more than its visual identity, but for many customers, a consistent design that reinforces your company’s true personality and unique place in the competitive landscape is the only way they have to quickly know if you’ll meet their needs. Using the JHA Thumb Test to asses your current visual assets will help determine if it might be time to re-group and level-set your visual brand identity.