EVERYTHING YOU NEED TO KNOW ABOUT BRAND CONSISTENCY

1. EVERYTHING YOU NEED TO KNOW ABOUT BRAND CONSISTENCY Let’s kick off our blog by defining brand consistency. Brand consistency is all about presenting the brand in a visually consistent way while staying true to your company’s core values and culture in every interaction you have with potential and existing customers. This is how you or your trusted brand design agency London, represents the who, what, and why of your business across various media platforms. Practicing brand consistency means that you must possess a clear understanding of who you are, what you do, whom you help, and how. If this is starting to sound a lot like brand identity to you, that’s because it is. Here are some important elements of brand identity you should keep consistent.

2. 1. Logo 2. Tag Line 3. Colors 4. Fonts 5. Photography 6. Voice / Copywriting 7. Music / Sounds 8. Packaging 9. Signage 10. Spokesperson 11. Tastes (If Food or Beverage) 12. Scent (If Physical Location) Why is it crucial to maintain brand consistency? Think about your current logo design, and the number of places it lives like your business cards, brand collateral, and website at the very minimum. To make that possible. It would mean that your logo is scalable and legible across these locations. This involves having the correct size, file compression, and colour format provided by your partner branding company Dubai. Let’s say your logo was utilized in a digital ad with a different shade of blue than the logo that appears on your billboard advertisement or commercial. An inconsistency like this can be distracting, and can result in someone to question your brand and its lack of professionalism. Brand consistency on the other hand doesn’t leave a shred of doubt in the minds of customers. Naturally, consumers are more trusting of consistent branding and this is why it is absolutely crucial. There is an industry rule of thumb that dictates that a customer needs about seven interactions with a brand before they would consider making a purchase from them. Inconsistent branding does not count towards the tally because it is likely that people don’t recognize it as the same brand.

3. How do you keep your brand consistent? Having an in-house brand style guide is the most effective way to maintain brand consistency. It is a set of standards and guidelines that explain how a brand should look, feel, and sound. Your style guide will serve as an instruction manual that explains the use of your brand in various situations. Style guides are typically used by marketing consultancy Dubai or in-house design teams if your company has one, as well as marketing departments. Your style guide will be a communication tool for people inside the organization to explain the brands to outside workers, agencies, and suppliers. The style guide is a stand-alone crash course for other creative professionals who will contribute to the brand; within 20 minutes of studying it, they should have a strong understanding of your brand identity and be able to apply it to their skill set. Conclusion: Are there inconsistencies in your brand? If the answer is yes, you must do everything you can to fix the problem. Big companies with big names get the help of FMCG and Packaging Brand Consultancy firms to assess their consistency because they hold it as a value and put a lot of importance on maintaining it. For big businesses, there are multiple factors that can potentially destroy their brand’s consistency like product fragmentation, multiple departments, offsite agencies, rogue franchisees or distributors, etc. But these brands remain consistent despite all of that, because they know their brand won’t amount to much without it. SMEs on the other hand should have an easier time keeping their brand consistent with less moving parts, yet they tend to be less consistent than their larger competitors, resulting in a less professional appearance to consumers. Remember that this doesn’t have to be the case if you properly internalize the importance of maintaining consistent elements within your brand, and you stick to your style guide. Content Source: Brand Design Agency London