The Blog of Brandon Milford - Marketing, Entrepreneurship, and Design

Your brand isn’t just your logo, slogan, or color scheme.
Your brand is the experience you provide your current and potential clients
as they interact with your company. Every individual in your
organization participates in forming your brand, whether they know it or not.
We were chatting about this at the office the other day and compared branding
to a scorecard. Each time someone interacts with your company they are keeping
score. Giving you a +1 for a great experience and a -1 for a poor experience. Needless to say it’s important that your company comes out on top. It’s important that everyone on your team comes to this realization. Your current and potential customers are watching closely so be sure to leave a positive impression each time they interact with your company.

This leads to my next point on branding and your collateral.  I cannot stress enough the importance of quality design, content and materials for your sell sheets, brochures, or any additional collateral that you create for your company. While attending the Realtors conference I looked at the collateral design from many of the other exhibitors and I was not impressed. I know designing, and printing can be quite expensive, but it is absolutely worth it. Think of this way: when someone takes your business card, flyer, brochure etc that piece of literature becomes a critical representation of your company. You cannot follow every business card or brochure, these pieces must speak for you and your company when you are not around. So be sure they are of the highest quality in design and content.