Brent Niemuth
Tactical Branding

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Tactical Branding

It commonly is accepted in business today that a strongly defined brand is one of a company’s greatest assets and actually can accelerate performance. It has the power to take a company and its products or services from an unknown commodity to a position of strength in the marketplace. You can achieve this by carving out a unique position among your competitors and standing for something relevant in the mind of the consumer.

But once you have done the hard work of establishing a unique point of difference and creating a distinct personality that truly makes your brand memorable, how do you bring it to life in your marketing efforts? It helps to think of your brand as a real person … literally.

Think of an old friend, perhaps a college roommate or someone you trust with your best secrets. Someone who would do anything for you, and you would gladly return the favor. Your relationship is based on loyalty and trust, and you share common values. You probably can picture her very clearly in your mind, because chances are, she’s changed very little over the years. A brand should be just like that familiar friend: reliable, steady and consistent.

Now, imagine seeing that same friend at a party, but you have to look twice because she’s changed her appearance dramatically and she no longer acts the same. She even speaks differently. She suddenly treats you like a stranger, and it feels as if you don’t have anything in common. When you see her the next day at the grocery store, she’s changed yet again. You hardly recognize her this time, and it seems as if all the good times you’ve shared in the past suddenly are meaningless.

Unfortunately, this is the way many brands behave. They change their appearance every time they come in contact with customers, and their behavior is unpredictable at best. There is nothing familiar about them, and they wonder why they have a difficult time building loyalty.

To avoid this problem, you must bring your brand to life in your direct marketing efforts by developing a consistent experience that your customers will find familiar and comforting.

Identify All Consumer Touchpoints

Before you create any marketing materials, first identify all the various brand touchpoints your customers will come in contact with. These touchpoints might include your catalog, Web site, postcards, letter packages, e-mail, retail and advertising. Put yourself in the shoes of your customers, and take a look at your brand from all of these various perspectives. Remember, as marketers we tend to judge these channels individually, creating different messages for each medium. But your audience doesn’t look at them in a vacuum, considering the Web site experience separately from a postcard. Customers simply look at each touchpoint as another chance to interact with your brand. To them, it all should feel seamless.

Be Consistent

Even though you might get tired of seeing the same old stuff again and again, your customers do not. They want consistency. They look for it. They expect it. And when they don’t see it, there’s a disconnect with your brand. Make sure all of the following elements are consistent within your brand, across all channels:

1. Photography style. Does your photography have a unique style? For example, you always can recognize a Sharper Image photo—even if you don’t see its logo—because it has developed a distinct style. Constantly changing photography styles is the equivalent of changing hairstyles or your wardrobe. Always present your brand in a familiar way; you want your customers to recognize you immediately.

2. Typography. Do you use the same fonts in all your communications, even on your Web site? With the thousands of typefaces available, it’s tempting to try new ones periodically. Resist the urge to experiment. Pick two or three easily readable fonts and stick with them.

3. Color palette. Is your business associated with a certain color? Think brown and UPS, or robin’s egg blue and Tiffany’s. We recognize the Bed, Bath & Beyond postcards we get in our mail because it uses royal blue every time. Whatever your color palette is, use it consistently across all channels. Over time, when your customers see that color, they’ll think of you.

4. Copy/tone of voice. When you talk to your audience, do you use the same tone of voice? Does your copy sound like it’s written by the same person every time, or is your catalog voice different from the voice used in your letter packages? The personality of your brand should come through in your copy. It should sound like a familiar friend, not a variety of strangers. For example, The Land of Nod, a direct marketer of kids furniture, does a great job using the same whimsical, fun voice in everything it does. And of course, The J. Peterman Company built an entire brand around its literary, fantasy-evoking copy and illustrative art.

5. Logo usage. Your logo is the single, most important visual element of your brand. It represents everything you are and everything you stand for, so make sure it is easily identifiable on all applications. A weak logo applied consistently is better than a great logo applied haphazardly.

Develop Graphic Standards

One way to ensure consistency is to develop a graphic standards manual. This serves as a visual bible that identifies acceptable usage of all graphic elements within your brand’s identity. It can be as brief or as detailed as you like. This reference manual will help maintain consistency when a variety of different designers and writers are developing materials for your brand.

Apply a Common Filter

Use your brand promise as a filter for everything you do. Whenever you create a direct mail piece or an e-mail promotion, or choose new products for your catalog, make sure you ask yourself, “Does this fit our brand?” Using a common filter for every decision you make will help you stay true to your vision.

Always Demonstrate Your Point of Difference

No matter what the message is or what channel you’re selling through, make sure you always feature your point of difference. You might get tired of saying it, but the fact is, you can’t say it enough. Never assume your audience knows what separates you from the competition. Remind them again and again. When making buying decisions, consumers look for your unique selling proposition. Make that difference clear.