The Importance of Brand Consistency

Introduction

The first impression any consumer will have of your company will be through its branding. To create this, you must first understand your company’s values and its story. Once you have that, you can create your brand book, a guideline that shows you exactly how your corporate identity should be represented, that reflects your company story through its designs. 

What is Brand Consistency?

Brand consistency is making sure that the value that your company holds is on both its online web designs and print media. Keeping all your company’s marketing contents “on-brand” in respect to your corporate identity. The goal is to build a cohesive identity with a unified experience for both existing and potential customers.

Brand Consistency through Design

To achieve brand consistency through graphic design, you will have to ensure that you are visually representing your identity across all media. The brand book is an important tool that helps you design a website, social media posts, or online printing that stays consistent. 

For your company to understand brand consistency, you would have to understand the following 4 factors: 

• Brand value increase

When your customers can remember who you are, decisions can be made to buy your product or service. This will increase your brand value greatly. 

Having a clear and distinct logo consisting of a unique color palette and typography can make your branding memorable. By consistently using the same color palette and typography throughout your media you will increase your brand value.

• Trustworthiness

Being a brand that a customer can trust is an important selling point that helps generate new leads while still retaining the existing ones. A way to ensure that you are building the trust of your consumers is by building an identity that clearly represents your values.

If your brand identity is inconsistent across different platforms, the audience can be confused and distrust you. Through having a consistent brand representation you can strive to live up to your customers expectations. 

• Emotional engagement

One of the biggest challenges a marketer will face when building a campaign strategy is how can they best engage the target audience. The most common practice when looking to draw in engagement is targeting the consumers emotional side.

To draw attention from your customers, you must maintain your brand consistency at the core. By creating an emotionally engaging identity across your website, print campaigns (printing business cards, flyers etc), and social media campaigns you will be able to increase your brand awareness exponentially.

• Consistency does not mean cannot be flexible in your designs

Consistency does not mean that you must be completely strict to your identity and turn away from new possibilities. Being flexible through designs means that you can consistently engage and draw in your audience through additional designs to your brand.

There are many ways to stay consistent and brand-new at the same time. For example, to respond to Christmas, you can revamp your branding to fit with the holiday by adding unique styles to your logo and website.

Conclusion

Brand consistency can be simple yet impactful to your business. It can help the audience remember you better and increase their tendency to revisit your products and services. More importantly, relying on a specialist branding agency and printing company to create your marketing channels can help you achieve your brand consistency.