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Why is branding important?

Branding projects a consistent image that evokes recognition, symbolizes the company’s mission and vision and creates customer loyalty.

Where do you start?

Use your Mission Statement to create your brand image. If your mission states that you are a fun and energetic company, then all your materials should reflect this including your fonts, logo, brochure, and even customer service. If on the other hand, your mission is conservative and upscale in nature then your materials should reflect this branding image. Therefore your service and all printed materials should be high-quality. Do not underestimate the power of a brand image – it is critical to the success of a business.

Where is branding found?

Branding is woven throughout:

• Logo
• Fonts
• Business Cards
• Letterhead and Envelopes
• Employee Relations/SOP Manuals
• Customer Service
• Brochures
• Ads
• Direct Mail
• Newsletters
• Signage
• Press Releases
• Web site

Ann Hughes is the president of Hughes McGrath Marketing and Public Relations in Naples, Florida. Ms. Hughes is responsible for all aspects of the organization including media relations; marketing; advertising; community relations; event coordinating and Web design.