Following is an excerpt from an excellent article by Dr. Wes Martz. Though the main theme of the article is building your brand through establishing trusting relationships with your customers, the “design” side of things should not be ignored.
Remember that consistency rules. From fax forms to letterhead, envelopes to business cards, the same colors, logos, typeface and fonts should be used. The same critical eye of consistency should be applied to integrating your communications. Whether it is personal selling, print ads in a trade magazine, or your web site, the same message should come through each medium. The targeted audience should be exposed to the same message and get the same feeling of confidence through all communication vehicles. This integration and consistency is where you will find the biggest returns from your marketing investments.
Excerpt from Getting Past Third Base: The Small Business Branding Challenge, by Dr. Wes Martz.