March 29, 2012

How Do You Look in High Definition?

published this at 7:39 am

by
Rosemary O’Neill

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One of my favorite contemporary artists is Chuck Close. He is famous for photo-realist portraits that will blow your mind. When you’re standing at the right distance, you’d swear it was a photograph, but if you come closer, you can see that the pixels are all made up of tiny blobs with a dot in the center.

Your business must be accessible and recognizable from a distance and from close up, so you also need to pay attention to the details.

If your audience is viewing you from far away (e.g., via your social outpost on Twitter), do they clearly see the same message as close up (on your own website)? The tools and trappings may be different, but the impression should be the same.

Here’s a low-tech exercise that gives you a quick look at your brand consistency:

Go to each online location where your brand lives (Facebook page, Twitter accounts, LinkedIn corporate page, main website, etc.), and literally print out the pages. Tape them to a wall.

Grab a cup of coffee, and stand back. Does it look focused, or does it look like fingerpainting?

Assess which pages don’t contribute to the impression you want to build, and tweak them until they fit. Remember that cohesiveness doesn’t mean sameness!

Consider your messaging from several perspectives, and the audience will recognize your artistry regardless of the medium.

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Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out their blog. You can find her on Google+ and on Twitter as @rhogroupee
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