Regardless of how many marketing vehicles you use to share your message with the world, consistency is key. You need your identity to work across all mediums.
Even a ‘bad’ logo or design can achieve strength and success if it’s consistently used. Being consistent is the most important element in a great brand – without it there is NO brand.
Brand consistency gives customers a sense of confidence in your services, and builds TRUST. Lack of consistency can create uncertainty and lost sales.
So how is your brand performing? Is your brand consistent across ALL forms of communication? Website, advertisements, postcards, brochures, stationery, signage, facebook, twitter, point of sale pieces – everything.
Ask yourself – WHO is my brand?
Solid branding is achieved through color, imagery, language and typography.
Color. Just because your favourite colour might be sunshine yellow, doesn’t mean your company logo should be that colour too. Colors are more important and influential than you might think. Learn what they mean, how they affect us and be careful to choose the right one(s) to represent your brand. Be sure to select only 1-3 colours to represent your brand, too many colours can cause a diluted brand image and be costlier for printed pieces.
Imagery. Develop a single unique image that represents your business. This could be a company logo, a symbol or icon, or a simple wordmark or font that your company name is always set in. Use your company image everywhere! One image is not always the limit, often a brand will have a collection of images that are used strategically – there are rules that need to be followed when this is the case, a designer can specify how and when to use each image or icon.
Language. Hiring a good copywriter can be worth it’s weight in gold. Setting the tone or personality of your brand has alot to do with the language you use – whether in print, online, conversation, emails or on the telephone. It’s a big part of the ‘Who’ you are and it needs to stay consistent EVERYWHERE. Are you friendly and relaxed? Professional and serious? A copywriter will spend time discussing your business with you to help you establish this personality, a graphic designer can take that personality across all your visuals.
Typography. Don’t go overboard with loads of fonts, you will appear unorganized and unprofessional. A professional designer will take time to select the right faces for your business and present to you options that will work for years to come. They can explain how to use them and where, this is often presented to a client in an official corporate standards document, along with colours, logo sizing etc that you will be able to refer to for all promotional projects going forward.
Brand consistency = increased revenue.