Consistency is absolutely essential for a brand as this helps to deliver trust and confidence for the consumer or investors, as well as clarity of purpose and positioning of the corporation in the marketplace. In order to deliver an exceptional brand to consumers and other stakeholders, it is crucial to maintain the brand’s visual consistency from the inside out.

When it comes to building a brand, almost nothing is more important than a consistent online and printed communications. After all, it’s the first thing the potential customer will see; in today’s world wide web, it’s proven that consumers of the product, companies’ stakeholders and employees often visit their brand’s website. It’s a place where they learn about company history, offerings, process and philosophy.

Your company's logo should be the symbol for everything that your company represents. 

While your project is still in the concept stage, make sure that your idea is tested against this checklist.

Do not go public with your logo design if can’t meet these simple criteria.

1. Is it both well-planned and original?
2. Is it different than your competitors’?
3. Will it positively assist your marketing efforts?
4. Does it inform, enlighten or entertain your audience?
5. Is it easy to remember?
6. Does it represent your company’s philosophy, background and ethics?
7. Is it timeless in design and style?
8. Is the logo going to be 100% problem free in all aspects of implementation?
9. Is it designed in appropriate graphic formats and by today’s graphic standards?
10. Is it brandable?


Once your new concept has passed these questions, consult with your graphic professional with an open and honest dialogue. The more they know about you and understand your company’s strategic efforts, the more intelligent solutions he can offer in helping you with the execution of your project.

Yesterday American Express released beta version of the new OPEN Forum, designed for the small business owners to network and exchange ideas, thoughts, stories or simply toss questions to the community. There are two reasons I'm writing about OPEN Forum today. First and most important reason is that a platform is phenomenal, it really brings forum on a new level. In my earlier conversation with Mr. John Tatar from Vroom Research Group, I confirmed that forum is "Web 3.0 ready."

There are multiple innovative and intuitive features never seen in the "forum world" before. Conectodex is a feature that allows you to request connection with other vendors you may be using in the future, similar to Twitter the recipient can eider accept or ignore connection. Another great feature is that users can fill up bio, corporate descriptions, add employees and images to its own profiles.

Currently, forum covers 7 important topics: Innovation. Lifestyle, Managing, Marketing, Money, Technology, and The World. All topics in addition to the forum postings are filled up with videos and articles from witch some end up in a spotlight section as well. The greatest thing is intelligent article search categorization feature. Website graphics are also fantastic, great style. This is such a improvement in comparison to old OPEN Forum, with much more content than on the old version of the site. Truly, community oriented platform to help you grow your business.

Earlier I said there are two reasons I'm writing this, a second reason is that I'm honored to be invited on to the OPEN Forum Advisory Panel, by Mr. Tatar who runs a research department for American Express. This advisory panel involves us in further development of the forum, improvements and reviewing existing elements in order to make experience more enjoyable to community users.