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Branding Consistently

Making sure that your company is branding consistently is often hard. But if you spend the time to make sure you do, you'll be better off.

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The hardest part about branding is keeping tight control on your branding consistency — always using the same logo, sticking with your tag line, maintaining your presence in the media, sticking with YOUR plan. The reason that branding consistently is hard is that it’s so much easier, and often faster, to get things done and checked off your list.

We’ve all done it. Grabbed a logo and slapped it on a piece of advertising and in our haste to get it to print, we simply “forget” to ask ourselves how it fits with our manifesto, or check to make sure that it looks and sounds like the other advertising we’ve done, or that the logo is the “right one” and not the one with the funky colors. It’s tempting in that moment to waiver from your brand position and just get the ad done and sent off – but if you do, you’re doing yourself and your business a huge disservice.

Faster isn’t better for branding consistently

photo credit Arend
photo credit Arend

Every person who sees that hastily put together ad that is not tightly aligned with your brand, will see your company representing itself differently. And while that may not be the end of the world, it certainly does make it harder for you the next time you want to put an ad out – because they won’t know what to expect from you. You’ve also lost a vital opportunity to reinforce your brand message and strengthen your overall brand position by sticking with consistency.

Admittedly, making sure that everything your company produces is representative of your brand is hard. It’s especially hard for product promotions. But if you spend the time and find a way to make the product promotion reflect your brand, you’ll be better off. The dollars you spend on marketing the promotion will be leveraged in the future every time you run a new ad – and that’s a worthwhile investment.

So while it’s harder to keep brand consistently, it will payoff in the long run with leveraged dollars and customers who know what to expect from your company. And when they know what to expect, they know why they would want to do business with you.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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Comments

  1. branding 101. Well written although through the use of borderline too many buzz words/phrases. Tell us all something we don’t know. With a bio and credentials like yours you should be able to come up with something (well, lots of somethings) more than this!

    • I know it seems basic to someone who understands the need for branding, but in my experience branding 101 is exactly what many businesses struggle with, particularly around the consistency aspect. Even mid-large businesses regularly take the expedient approach rather than being true to the brand. Does that foot with your experience?

      On a side note, what branding topics would you like to see here?

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