Stamp the mark of success onto your business identity - Top Tip No6

The occasion of a business anniversary, in itself, is usually of little interest to anyone outside your organisation. What you do to mark an anniversary will determine whether it is ‘blah-blah’ or not. If you can turn your longevity into a positive part of your Identity then you have truly maximised its potential.

We use the word ‘mark’ to suggest a brand. To get mileage from an anniversary you must apply the principles of branding.

The first time you publicise an anniversary it must be a significant one.

Create an Anniversary Symbol featuring the date your business was founded and you’re key proposition or ‘strapline’. Also incorporate other elements of your Corporate Identity into the symbol such as colours, shape and principal typeface. But we recommend that you do not feature the number of years since your foundation.

Print sheets of peel-off stamps of the Anniversary Symbol and apply to all marketing material. Overprint a batch of letterhead and envelopes with the Anniversary Symbol and feature it on your Web Site Home Page. Make a big fuss about this special year by arranging a gift to send to customers that has the standard branding of the gift substituted by your Anniversary Symbol. Introduce an anniversary “offer” as a call-to-action on the gift.

The Anniversary Symbol features the year of your foundation - but not the number of years in business. It is a mark of longevity and success. Continue to feature it on all your marketing materials into the future.

Want more information?

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