Branding. It’s a word we hear very often, but how do we really know what it means? Branding is often thought of as what images, colors or sayings come to mind when you think about a company or a person. Consistency and repetition are both imperative for successful branding.
This is the most important part of branding. No one will remember you or your brand if your logo, your image, your colors, your website, etc. are going in different directions and nothing is similar.
To keep all Chapters consistent with PRSSA National, there are Branding Identity Guidelines. These guidelines explain the instructions on PRSSA logo usage for Chapter logos, business cards, letterhead and other communication materials.
We also have the PRSSA Style Guide to reference PRSSA writing standards to understand what PRSSA titles and items are capitalized and more. For example, did you know Chapter is always capitalized? Did you know we are not a club, but an organization or a Society?
With consistency comes repetition. It’s important for everyone to be on the same page and have the same look when branding as an organization or company. PRSSA National, for example, uses the same PRSSA logo and fonts on all social media platforms and websites, as well as all news releases and events.
Repetition and consistency make your brand easier to identify and make it easier for people to remember where you stand. For PRSSA, this is important because we are the largest pre-professional organization in the world for students interested in public relations and communications. Consistent branding helps all of us to be recognized as that.
PRSSA National materials typically use navy blue, black and white colors. While many universities have different colors and Chapters want their logo to reflect their university, our guidelines for Chapter logos stresses the importance of these logos being as close to the National logo as possible. Keep it professional, simple and clean!
If you have any questions about your Chapter logo, about the Style Guide or National branding standards questions, please feel free to contact me at any time.
How has your Chapter adhered to National branding standards while still displaying your own university pride? If you have created or plan to create business cards, fliers and/or T-shirts for the PRSSA 2011 National Conference, how are you working PRSSA’s branding guidelines into your materials?
This is a guest post from Vice President of Public Relations Lauren Gray.