Don’t mix brown
One of the books anyone looking to DIY branding should get a hold of is Designing Brand Identity
Before you launch a new brand, here are some key pre-launch questions she suggests you think through:
- Who needs to know?
- What do they need to know?
- Why do they need to know?
- Does the change affect them?
- How are they going to find out?
- When are they going to find out?
Talk about your new brand and what it means with everyone. Your business partners. Your customers. But most important, talk about your new brand with the people who work for you.
“In nearly every launch,” Wheeler writes, “the most important audience is a company’s employees.”
When your people get it—really get the core of your brand message—they’ll embody it in all their communications with the outside world.
If they don’t, well. You mix a lot of colors, and you get brown.
