Updated: Aug 12, 2020
So you've paid for this really awesome logo and perfectly coordinated color scheme as part of your brand. How do I make sure I use them effectively to build my brand recognition and trust, as well as customer loyalty. Is it worth my time?
Come with me while we discover the following:
1. What Brand Consistency Looks Like & Why It's Important
2. How to Make Sure Your Brand Elements are Consistent
3. A Shareable Brand Styling Checklist to keep your Staff on the Same Page. Literally.
What Brand Consistency Looks Like
The purpose of an entire brand is to represent the style, look and feel, of your company or product. When people see your logo for instance, you want them to recognize it instantly and generate positive feelings towards your company. Designing the elements of your brand is about capturing that feeling and communicating it to people. Brand consistency is making sure those elements are cohesive, visually appealing, and consistently used when people see them.
Why is This Important?
Repeating brand elements consistently makes your company appear more competent and trustworthy. Basically it's the equivalent of walking into an interview early in a well tailored suit, instead of showing up late in a crumpled t-shirt and jeans. Consistency also naturally leads to better recognition. Imagine you met someone you really liked, but they had a completely different style every time you saw them. A. Why do they do this? B. Wait, is that them? C. What about the next time I see them?
Bottomline: You've invested the money to get a professional brand package, you'll want to get the best return on your investment.
In the images below, you'll see how Coco-Cola, one of the most widely recognized brands on the planet, keeps the core of their message to consumers consistent across all of their advertising. I've outlined some simple rules to keep in mind when developing the use of your brand elements.
How to Make Sure Your Brand Elements are Consistent
Most companies, including mine, will give you what is called a Brand Style Guide with a few design elements, when they deliver a logo design. These can range from just your logo and a color scheme, to a full-on manual with several pages of rules and examples for when, where, and how to use each element of your brand.
I've worked with/for a lot of small companies, non-profits, and startups, most of which have completely ignored these rules. I understand that everyone wears several hats, and getting print and web marketing elements consistently designed at a high level is near to impossible, and usually not high on the list of concerns.
Do you want your directors or sales people representing your company in a crumpled teeshirt, or a tailored suit?
Which would gain you more repeat customers, and reflect the high level of work and passion you put in to your business?