Brand Consistency

A good brand identity doesn’t just look good — it conveys the emotions and perception of your company that you want people to think of when they come across your brand, and the visuals are only a small part of this.

Every spoken or written interaction and response, every action, employee and more, all form part of the brand identity. It is the very crux of who you are as a business and what you stand for.

A company that wants to be known for its innovation, for example, would want people to align their brand with thoughts of progress, positive change and be regarded as pioneers in their industry – so they would therefore probably want to embrace a more contemporary look for their visuals rather than a retro one.

You might even want to incorporate references and details specific to your company.

These little additions will not only help you send the right message to your target audience — it will also help you stand out from your competitors.

While there does need to be some slight variations in your style depending on the platform — your messaging on social media, for instance, should probably come across more informal and light-hearted than on your company website — it should still be mostly cohesive across the board.

In order to do this consistently, you’ll need to create a thorough set of brand guidelines, and a strategy with clear tone-of-voice guides and templates for every platform.

Without this you will likely find pulling together assets to be a time-consuming and disorganised process, leaving your overall brand looking somewhat chaotic and lacking direction.

Next time, we will take a look at brand strategy.

If you’d like to discuss your branding or you have any other questions, then please get in touch.

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