In our last article, we discussed the first step in communicating your firm’s brand identity - writing your "story." Your firm’s story tells others what your firm is committed to, what it values, and the difference it is committed to making for others. In this article, we’ll explore how to bring your story, and its associated brand commitment, to life in your firm. Once your story is written, evaluate your firm’s logo, current tagline, and the other graphics that represent your brand to ensure that the design and color scheme reflect the story you’re telling, which includes alignment with your mission, vision, values, and unique differentiators. Consider whether the graphics you are using in your marketing materials and on your web site reflect these things as well. For instance, if your story tells others that you are a creative and contemporary firm dedicated to offering the advantages of technology to your clients, a picture of a calculator on your web site may not portray this commitment. Similarly, a "conservatively-colored" logo – in gray, navy, etc. – may not reflect "contemporary" like eggplant, khaki, olive, or other more contemporary colors will. After you’ve committed to the graphics and colors that best relate your brand image to others, use those graphical elements (or approved portions of them) everywhere you communicate with others. For instance, your company name and logo should always appear in the same colors and format. As others consistently see the physical representation of your brand, whether it’s on your building sign, in an invitation, on your web site, or in a proposal, they will associate these graphics with your organization and who you say you are.   Another critical element to bring your brand to life is educating your entire team about your brand representation, what it means to them in their work, and how to use it properly. To do this:

• Document your brand in a Corporate Brand Guidelines document that can be posted on your intranet and given to appropriate personnel and outside agencies working with your brand that includes:
• The approved ways to use your firm name, logo, and tagline
• Images, the specifics on your PMS colors, and fonts used in your brand
• Directions on use that may consider prohibiting the logo being modified or distorted from its original measurements

• Ensure that all in your firm have access to your logo, images, templates that incorporate the brand image, and fonts in full-color and other acceptable formats (black and white only, for instance)

• Hold a kick-off meeting with all firm personnel to introduce your new brand and explore acceptable/unacceptable uses of your brand images and story
• Produce a fun giveaway item – like a coffee mug, pen, or T-shirt, and distribute it at your kick-off meeting

• Draft an "elevator pitch" for partners and staff to use that describes your firm in brief and encompasses your brand identity and tagline

• Web site
• Business cards and letterhead
• Advertising
• PowerPoint templates
• Proposals
• Marketing brochures
• Firm newsletter
• Office signage
• Employee handbooks and recruiting materials