The final step in the process is to apply the set of principles and guidelines that you’ve built across your key assets and collateral. This includes your:
- Website
- Social media channels
- Email marketing
- Business cards
- Uniforms
- Any other collateral, printed or digital
As your brand takes root and begins to grow, try to stick to the guidelines you created, as this will lead to consistency. Ultimately, you want to create a brand that communicates directly to your target audience, helping to instil confidence in them that you are worth their time and energy.
If you alter your brand’s direction after a year of establishing it, it could signal inauthenticity, or that your principles have changed, so take care to only change an element of your brand for a solid business reason.