很多企业家都明白，优秀的公司标识对于树立企业的品牌有着重大的意义。假设你已经有了一个不错的标识。然后怎样呢？你必须创建多种营销工具，帮助自己树立企业的品牌。
怎么做到这一点呢？一句话：协调调整。所有材料必须有互相之间的联系性。它们应该有一致的外观和感观，包括共同的形象，而且还要能引发顾客类似的情感反应。并排来看，你的文具、小册子以及其他促销材料都应该有着类似的外观，看起来就是一个大家庭。
当然了，你的材料并不一定要完全匹配，但是其中某些元素应该是始终保持一致的：
颜色：颜色是品牌中最重要的因素之一，因为它在人们的记忆挽回中扮演着重要的角色。选择一种主色（较合适的是潘通匹配系统中的颜色，如果你需要帮助，可以询问你的打印员），主色一定要适合表现企业的形象，然后将这种颜色贯穿应用于所有的营销材料中。你也可以选择同时使用一种第二颜色，但是一定要保守地使用。我们推荐将主色应用于企业的标识中。选择主色时也可以参考一些书本，他们能够提供一些有益的意见。
主要的图像元素：始终使用与众不同的独特标志、形状和花边等，要表达出你想要表达的东西。例如，高科技公司可能会突出醒目的有棱有角的图案，服装公司可能会使用圆形、柔软的形状。选择一些类似的基本图案，有助于让顾客更快回想起你的品牌。而且，选择照片形式或者图释的风格，然后坚持使用。例如，黑白照片就是一种独特的方式，它能够产生一定影响并且让自己的品牌脱颖而出。
字体：选择一些字体应用于所有材料中，包括至少一个主要衬线字体（serif font）和一个主要非衬线字体（sans-serif font）。（衬线字体在字体底端有“脚注”，例如Times New Roman字体。Helvetica则是一种非衬线字体。）这两种字体应该是经常频繁使用的字体。衬线字体非常适用于照片和大多数大段文字中，而非衬线字体则适用于标题、图表中的数字、小段文字以及反衬颜色的文本。你应该避免在同一个文件中使用两种以上不同的字体。
信息：版权的语气能够有助于表达企业的形象。应该在所有的营销材料中使用相同的语气。例如，你的品牌是非常友好吗？那么就尝试交谈的语气。它很昂贵或者是独家经营吗？那就尝试正式的语气。同时它也有助于树立标语和市场定位——值得纪念、有意义、精确的定位，能够总结品牌的定位。标语通常出现在标识之后。
标识使用：标识使品牌最基本的图案元素。它应该出现在所有材料中，而且，可能的话，还应该以同样的大小、同样的位置出现。对大小进行合理的调整也是可以对，但是标识应该永远不能改变。一致性是最重要的。
记住，清醒和认识是发展企业的两个关键因素。创建一个互相联系的营销材料大家庭能够有助于让你在竞争中脱颖而出，在顾客中建立品牌忠诚。
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