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Mastering Brand Elements is Sexy
By: Cindy Wendland
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“Master brand elements and customize on the store level.” This was the take-away from a conversation with a colleague recently. Talking branding is so sexy to some of us. When our colleague said this, we immediately sat up and took notice. She was talking about how to work with the master brand elements that are provided nationally and bring them down to customize on the store level. Sexy and exciting!

Our friend works for Fusion Graphics Resource Partners. They produce graphic treatments for their clients, ranging from murals on the wall for a salon to repositionable textured vinyl for fast-food stores. They do lightboxes and window graphics, fleet graphics, menu boards, and dimensional signs. They do it all. The beauty of what they do is that they take the brand elements from the national level (master brand elements), then they tailor them to the uniqueness of the local market. It’s branding at its best.

Have all the people in your company mastered the brand elements? Could they even tell you what are the brand elements? That is a great place to start. In order to customize, it is necessary to know from where you began. This makes customization easier. Mastering the brand elements tells you what is critical and cannot be changed, and it also tells you what can be fine-tuned to sync with regional and local tastes.

Know the key brand elements for your brand, then allow some local flavor to seep in and make your brand more interesting and sexy. Your local neighbors will thank you.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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