Even the font matters in marketing.

Tuesday, September 1st, 2009 | Branding with
Posted by: Kristen Beireis, Trust Marketing Expert

I was reading through my Twitter stream the other day and found a very interesting article linked by Mary Motz (@provirtual). I keep saying that it’s the littlest things in marketing that make big differences.  Everything from your branding colors carried through, to your font choice being consistent.  Well, Mary was nice enough to point out an article on Time Magazine’s website that demonstrates this perfectly!  The article is:

The Font War: Ikea Fans Fume over Verdana

If you read the story, you’ll find that Ikea’s loving fans were in an outrage about their brand font change.  Now you may be thinking, yeah, right!  Like anyone cares about your font!  Um, read the article.  Read Twitter.  You will see that people do care!

Your potential clients see your brand over and over again before they buy.  They don’t register that.  Most of the time they aren’t even consciously aware that they’ve seen your brand.  However, the moment you change it up and do something different, they WILL notice.

As I keep saying…consistency builds trust.  If you decide you are going to change your font, your biz colors, your entire brand, your website domain, etc… let your public know about it first so they aren’t caught off guard.  Social networking helps tremendously here.  Use it!  Make sure you give those in your network a heads up.  Let your list know.  Let your partners know.  Let everyone know beforehand, so you lose nothing in the transition.

Just my 2 cents.  What do you think?


  1. 1
    Suzanne Falter-Barns // September 2nd, 2009 at 9:43 am

    A gazillion years ago I wrote the ads for Ikea when it was brand new in the US — not even launched yet, really. In those days it was Bodoni! And verdana came in with the new agency who took them over … Couldn’t agree more about consistency. In my end of things, platform building, that is where showing up with posts, ezines, content and clarity again and again is critical. Great post!

  2. 2
    Kristen Beireis // September 2nd, 2009 at 9:59 am

    Yes, those posts, ezines, content etc… MUST be consistent in order for people to remember you. It’s also important for building the relationship and trust with potential clients. Miss one and people wonder where you went…miss two and they don’t even remember you were there. So glad you stand for consistency with your clients. It pays! Literally!

Leave a Comment