Shop Talk - Marketing - Make Branding & Selling Work Hand in Hand - Page 3 of 5

By Carol Worthington-levy

2. Clearly define your brand. It should be much more than a graphic design approach; it's the reflection of what you mean to your customer. It includes consistency in:

voice or language;
various color palettes, fonts, and photographic and layout treatments;
merchandise;
offers and promotions;
mission; and
customer service policies and actions.

3. Consider all your selling channels when refining or building your brand. It must work equally well in web, print, space advertising and retail. If not, there's something missing.