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Q: What are the challenges of maintaining a consistent look and feel across different media?
A: Start by creating a clear identity of what your brand stands for that you will apply across all your products, even if the products are vastly different. [ Dougherty says this should be done at the company's founding by drafting a brand charter that explains who your products are for—and, just as importantly, who they're not for. New companies often make the mistake of trying to please everyone,
and end up pleasing no one. "It's basically your Constitution and your Bill of Rights rolled into one," he says. "Anything other than what your brand charter states is unconstitutional. You can't do it." ]
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Asked 10/6/2013 5:13:56 PM
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