As CEOs we know by now that we need a brand identity.  We need a picture, a logo or something that works to create a visual connection between us and the people we want to connect with.  This is because people think in pictures.  They need images to help them identify with and recall who you are and what you do.  We also need slogans, a word or phrase that helps connect the images to our emotions.  Of course, it is not enough to just create the images and words that create that brand identity.  We need to make sure that we develop policies and systems to ensure that it’s consistent and constant.  What do I mean by that?

Here’s a tip:  Look at the forms that your company uses internally.  Is your logo and slogan on everything that you print?  Look at the forms that your customers fill out.  Is your logo and slogan there also?  I’m sure it’s on your business cards, probably on your letterhead, but is it on your checks?  Look at those areas where it is printed, put them side-by-side, is it consistent, and is it constant?  Think of having your printer create a Standard Corporate Identity Manual for your business so that anytime something goes to print that includes your logo or your slogan it’s printed with the same colors, the same font, and the same fill.  Do everything possible to make sure that every time your corporate identity appears, it looks the same as every other time.

This has been your CEO Rule of the Week.  I am Ruben Estrada.  Your Next Move

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