You've paid for it, so use it!

Quick, what colour(s) comes to mind when I say Staples or should I say "That was easy!"? What about Home Depot or San Pellegrino?

If you have paid for or have had a great logo designed for you, then you have taken a good step in the direction of promoting yourself. To really help your customers connect with you, take the next step by using the same logo, slogan, fonts and colours in all your marketing, including signs and even paint in your offices. If you use a palette of colours, create your palette and use those colours consistently, whenever possible.

Consistency is the least expensive form of advertising...but it will yield the best results. Think about it, when your delivery trucks, signs, stationary, shirts and advertising all have the same logo and colours...it is hard to miss it. Your clients will automatically know what services you provide because they will see the same colours and logos...everywhere.

To create your own "Tool Kit" for consistency here is what you should include :

Basic Kit :

• company logo in vector format (needed for shirts, signs and other printing)
• company logo in web friendly formats
• company fonts
• company colours for web and printing (they are not the same)

Advanced Kit (include the following) :

• standard design elements
• standards for the design of stationary and advertising (where possible) 
• standards for vehicles, shirts and other promotional materials

If the Advanced Tool Kit is too much for you, at least have the Basic Kit and do as much as you can to be consistent. The results will surprise you.

It is as much the responsibility of your company as it is the marketing or design agency you hire, to ensure these standards are maintained. But this simple step of consistency, in how you present your company, goes a long way to ensuring a memorable connection for both your current customers and potential customers.