Branding: How hard can it be?

Herding cats can be easier than getting your branding in line. Just ask Jill Duval of New Mexico WOMAN. Jill and her staff took time this week to take a look at an ongoing process: bringing a new look and tagline to life.

New Mexico WOMAN, an independent magazine of 19 years, encompasses three other events and a directory. Like any small business, the operation involves more ambition than people to fulfill it, implying a constant juggle of time and money.

After a decision to cohesively brand all elements of the operation, Jill and company began implementing the pieces. It’s a major project for an existing operation. Here’s a sample checklist:

1. All materials carry the look
   Letterhead, postcards, magnetic signs, nametags, internal communication, products, collateral pieces, external communications like advertising, website, customer service communications, co-branding communications, direct sales communications
2. A digital file exists for all collateral materials
3. All employees can access all materials
4. The website mirrors the look
5. The brand message is clear
6. The communication of the message to clients is consistent
7. The communication of the message by employees is consistent
8. There are product mix/service innovations in place that enhance the brand
9. There is a plan for focused communication of the message
10. There is a formal checklist in place internally to insure continued improvement

Brand is everything you do. Hence, my original premise: for an existing organization, transforming brand is akin to herding cats.