Page 62 - Duct Tape Marketing

Wake Up the Senses with an Image to Match Your Message

means business. You only get one chance to make a first impression,
and you need to take your best shot each time you get the opportunity.

The Elements of Identity

If asked, most would list a company’s name and logo as the primary
elements of a brand. While those are indeed important elements,
Duct Tape marketers expand this to include the entire scope of ele-
ments that could come under the heading of style. Anytime a client
or a potential client comes into contact with your firm, they are expe-
riencing your firm’s brand or style. If you accept that definition, then
you quickly see that any list of elements must also include:

Stationery Business cards Attire (uniform)
Forms Invoices Fax cover
E-mail signature Newsletter Facebook fan page
Telephone manner Customer service Advertising
Delivery vehicles Salespeople E-mail format
Printed materials Signage Web site
Office facility Employee attitudes Vendors
Smells Sounds Twitter background

All of the items listed above, as well as your firm name and logo,
either support your company’s image or detract from it.

The Role of Your Identity Elements

The image elements of your brand perform very specific functions. Like
many things related to your business, you must understand their purpose
before you can determine which elements are right for your business.

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