|
Brand Consistency.
When designing or re-developing your brand, and the application of that brand, the key word is CONSISTENCY, and we cannot say or emphasise it enough.
Consistency in your brand is the key element to keeping your brand strong and creating recognition by your potential customers. Consistency also creates trust in a brand.
You must be consistent. If you change the way your brand works every other week or every time you get bored with a core element of that brand, people will not take you seriously. They will begin to doubt your business and find it difficult to perceive you as a credible source for the goods and services you are trying to sell. You will lose whatever market position you have gained by not being consistent and pushing your brand in all kinds of various directions. A customer or client sees consistency as strength, and strength as character. Whether you are a small or large company, struggling to grow, the perception of you in the marketplace is a critical factor, and consistency is the key in growing trust and recognition in your brand and services.
So often we hear about clients being tired of particular colours, or images, as they see them all the time. However what needs to be considered is how much recognition do these elements give your brand?
If for every marketing item, you decided to change your corporate colours, the brand would look completely different and not hold any trust for your potential customer. By using consistent corporate colours you are creating a visual link between your name, your brand and your service. So as a person flicks through, say a magazine, they may only notice colours, but then they’ll spot your brand colour and think to themselves, I know that, so they stop and read. McDonalds is a great example of a successful brand that uses consistent colour, which has created trust and recognition in their brand. When driving down the motorway, highway or a street you spot yellow and red. What first comes to mind? Even before you get close enough to properly see what the sign is, the majority of people will instantly think, McDonalds.
When looking at a successful brand like Apple, you will come to see that their consistent application of their core values to their branding and marketing over the years, is the key to their success. When you look at the Apple brand one key consistency is the icon. Over the years it has changed colours, but has never changed it’s shape. Apple has always kept their marketing clean and easy to follow, but fun at the same-time. Therefore keeping their messages clear and concise, having applied these aspects consistently over the years.
Here at Brandhaus these are important elements, which we will consider when working on your brand and ask you to consider them also. We will consider colours, fonts and layouts that are consistent in their look and feel, which will create strength and trust in your brand that you need in order to grow.
|