As much as we’d like to, we typically don’t have full control over our branding.
Sure, with in-house work, we can control how it looks, how our brand is marketed, and how we present our organization to the public, but once your products and services leave your walls, it’s really hit or miss if your branding is used properly or even at all.
This is especially true in the aviation world, where most B2B companies sell their products to other vendors, and then those vendors go on to sell them to other consumers down the line. What if they don’t properly brand your products? Use the right names or logos? Market toward the right type of audience?
Unfortunately, a lot of this is out of your hands – and it can be frustrating. After all, you probably worked pretty hard to hone in on the perfect branding, and to see it go to waste can be pretty hard to deal with.
Though there’s no sure-fire way to control your branding once it leaves your company’s doors, with a little due diligence, you can minimize the damage others can inflict on your brand. Here’s how:
- Clearly define your brand. If you want your brand standards followed, they can’t be some vague, amorphous description. They need to be specific and distinct. Create a detailed document outlining your brand parameters, including approved colors, logos, wording and any other information others might need. Be as thorough as possible, because if there’s any question or gap, it could spell disaster for your brand.
- Vet your vendors. Choose your B2B vendors carefully. Make sure they share your same values and understand your organization’s goals and place in the market. Work with them personally and one-on-one to ensure they can – and will – fully commit to following your branding parameters every step of the way.
- Incentivize. Finally, give your vendors and partners a reason to follow your branding. Maybe they get a small cut of each product of yours they sell, or maybe you can give them free space in your trade show booth the next time a convention rolls around. These things can motivate vendors to go out of their way to please you – which is just what you want!
Are you worried about how your branding is used outside your walls? You’re not alone. Let Haley Aerospace clearly define your brand parameters and help you set up incentives to encourage your vendors and partners to follow those to a T. Our branding experts are here to help!
