In various sales calls or interviews, I’m often asked, “what makes Pure Vision different from its’ competition, and what do we specialize in?” My response is that we have a fantastic diversely skilled group of people that all work together to help our clients to build their brand. So in short, we specialize in branding.
With a majority of our clients, we are constantly evaluating their brand, and how, where, and in what way they display it to the world. Our job is to ensure that the image and message that they are communicating to their audience is consistent. That’s good branding. Sending out the same feel to ads, web, posters, brochures, flyers, trade show booths, etc., creates brand recognition. When there is no consistency, it causes brand confusion for their clients, and costs you more money in the long run. Just imagine if a Coke ad appeared in blue or if Nike all of a sudden dropped the “check” or if an Apple ad only said “Apple” without the logo symbol, you might be a little confused.
From the outside looking in, it’s always easy for us to make recommendations to clients during a re-brand, to say… “recycle all those old brochures with your old logo. We’re rolling out the new stuff.” “Yes, throw out everyone’s business cards, and get them all new one’s. It doesn’t matter if they still have a full box, they need to be handing out the new ones.” But over the past few weeks, we’ve done a little re-branding or re-imaging of our own, and were facing the same dilemma. It had been four years since we developed our previous look, and felt that we needed to freshen things up. Besides, Pure Vision has grown leaps and bounds in those years. We were a totally different company back then, and our look should reflect who we are today.
So, all that being said, we were faced with the same heart breaking decision… what should we do with all those brochures, letterheads, business cards, folders, envelopes etc.? It seems, so expensive to throw all of it away, is it necessary? What about all our electronic stuff, presentations, quoting templates, internal memos, etc, does that have to change? It seemed so hard to take our own advice, but the answer was, YES. Branding consistency is huge both externally and internally. It’s all about building one solid statement and foundation for your business, its’ customers and employees. So out with the old and in with the new! Of course our accounting department isn’t the happiest about it, but they’ll get over it!
The long and short of it is, it might be painful now, but the end result of us looking more unified, consistent, professional yet fun, and all around awesome, will pay for itself through new business and overall corporate growth. (Mark my words accounting department!)