“Businesses are brands, and brands are businesses.” I’m sure you’ve heard this idea in some form or another before. And it’s true, but as all things in the world right now, this is changing.
Patrick Hanlon, writing for Forbes, argues that “Brands are no longer products or services, but the communities of people that surround those products and services. Today “Brands” are social and participatory, created not by companies but by consumers.”
So, how do you control something that is built by your customers? Focus on what you can control.
Once you’ve identified your purpose, it becomes easier to sift through all the options and decisions around creating branded materials. Colors, fonts, and messaging are decisions you need make only once. Maintaining a curated library of assets and materials that are on-brand simplifies simplifies the process further still by making it easy for content creators to choose appropriate assets. Creating reusable templates around these principles makes your marketing more intentional and in sync, and lets you focus on growing your communities instead.
Stories, tips, and ideas from Inkbench and its customers.
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