How to Match Graphics to Objectives in Business Communications

Corporate logos and accompanying images communicate the brand image.

Matching graphics to a company's business objectives requires ongoing measurement, monitoring and follow-up. Profitable businesses articulate the company's corporate brand through graphics and accompanying images. The value of the brand is enhanced or diminished through the graphic images used to represent products and services offered. Poorly done graphics or those that don't match the company's brand contribute to decreased sales or a diminished brand.

Things You'll Need

• Communications objectives
• Business logo
• Corporate identity graphics
• Measurement techniques
• Implementation plan

Instructions

1. 

   Business leaders should evaluate existing graphics.

   Take stock of what you have available. To match graphics to business objectives, do an inventory of existing graphics and the totality of images and marks that comprise corporate identity. A communications audit may include an examination of the company's corporate logo in addition to accompanying graphics, including typography, photographs and collateral materials.

2. 

   Graphics must match business objectives to effectively position a company in the marketplace.

   Identify your objectives. To gauge the effectiveness of corporate graphics in the marketplace, businesses owners and marketing executives must fully grasp their business objectives. For example, if the company's hope is to broaden the brand to a younger audience, then the graphics should be measured by their appeal to a younger audience.

3. 

   Focus groups offer insights into the effectiveness of the brand image.

   Test your images. With the use of various measurement techniques, including primary research techniques such as focus groups and surveys, businesses can test the efficacy of specific graphics, photographs and brand images. These measurement techniques yield valuable information that the company can use to retool specific graphics, advertisements, website content and other images representing the company.

4. 

   All hands come together to support the brand, including executives and employees.

   Act on what you learn. With the information gained from primary research tools, businesses may make better educated decisions about evolving, adapting or radically altering the company's brand identity. Businesses must have procedures and resources in place for these types of adaptations. Further, management and executives must be willing to embrace new graphic identities.

References

• Communications Audit
• Research Techniques