Letters To RainToday: Jim Schakenbach: Brand

Here are thoughts from RainToday.com Readers about this article. Thanks to all contributors for your comments!

Article	Continuity: Creating A Brand Image Greater Than The Parts
Author	Jim Schakenbach
My Thoughts	Continuity of graphics/look-feel is undoubtedly critical to any organization's brand. However, there's a statement in this article that disturbs me, and is the antithesis of the right approach. The statement, “Now that you've got your firm's look under control, it's time to work on your message.” Wrong. Work on the message first. Determine the firm's mission, goals, objectives, target audiences, the desired brand perception and attributes, and key messages. Once your firm's decision-making committee is on board with those foundational elements, test the messages with your target audience. Be sure they resonate with the audience and that they effectively drive a desired result. THEN, and only then, begin to explore the possibilities for logos and colors that reflect the firm's mission and message strategy. If your firm's look doesn't complement the message you're just spinning your wheels.
My Name	Amanda Karfakis
My Title & Firm Name	Vitamin