Don’t be a mad lib.

Did you ever do the word puzzles when you where in elementary school called mad libs? Filling in the blank with words to create a story that only an eight year-old would think is funny. Mad libs are fun for children and a good way to keep kids quiet on long car rides. But when it comes to your business no one should fill in the blanks except you.

Whether it is your message, your logo, your company colors, or the details in your marketing plan you should have control over all of it. It should be consistent and make sense. It should flow, connecting all of the different areas of your business to one common goal. The moment you lose control over your brand the easier it is for people to be confused. A mad lib is supposed to be confusing. Your brand? Not so much.