- Posted by Allan
- On April 2, 2017
- 0 Comments
- Brand, Brand Consistency, The Branding series, Visual Identity
An unfaltering, consistent and fluid brand image and personality across all aspects of your branding gives strength and conviction to your company’s identity and the messages you convey. We take a look at how important Brand Consistency is to a companies success.
A consistent brand image is important because without it a company’s identity is weakened, trust is diminished and your company’s messages and mission statement loses credibility.
Keeping your logo, colour scheme and typography the same across all aspects of your business are important for maintaining a strong brand identity. You don’t necessarily have to keep everything identical but you should aim for visual fluidity. Inconsistencies in this make a company look less professional and can be confusing to consumers.
Style-Guide spread for PVAMU, TX
A good idea for businesses is to set certain standards in these aspects to control for consistency. Many businesses generate a set of guidelines that can be passed onto graphic designers, web designers etc. when new advertising/ web content/ email templates/ etc. are created. It is important that a business doesn’t allow new designers force their style ideas on them, unless they are looking for a complete re-brand, so company guidelines are a great idea to ensure new contractors understand and work towards your brand’s blueprints.
Brand consistency goes further than colours and logos.
It also includes the messages that you send to customers. For example, if you’re a brand that promotes itself on providing quality services at an expense, then you can’t then start trying to be a budget company providing average services for cheap. Inconsistency in key messages, morals and ethics weaken a company’s image and trust with customers.
Stationary design for Solapak Systems limited
Consistency gives a business the ability to communicate more effectively with customers. The brand becomes more easily recognisable and gives a stronger and more lasting impression. It also helps a brand seem more authoritative, customers are more likely to hear what your company has to say. This means you have more control over shaping a customer’s views and beliefs about your company, and has more influence on helping them to choose your brand over others and cultivating a preference to your brand over similar brands.
The key message is that to strive for branding that is strong, trustworthy and recognisable, keep all aspects of branding consistent (and remember this doesn’t mean identical). This applies to visuals as well as key messages and the company’s ethics.
So do you have Brand Consistency?
Don’t Worry, We can fix it! We can ensure a strict style-guide on how to implement your brand across both print and digital media.