First off, let’s clarify some terms. What is a “Brand”
A brand is more than just a logo, poster and or letterhead.
According to Marty Neumeier best selling book “ZAG”, A brand is a personal gut feeling about a product, service or company. This is influenced by the customer touchpoints, such as visual aesthetics, the sound of their messaging, and their overall position in the market.
The technique of influencing people’s perception of a brand through experiences.
Branding is the art and science of influencing public perception about whatever it is you’re promoting, whether it be yourself, your company, products, services, etc. Pretty much everything your users see influences their feeling about your brand – your logo, promotional materials, website, social media pages, etc. So branding is just making sure your intentional about the message you’re conveying through those experiences.
The more consistent your messaging is, then more consistent you’re branding is, whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.
If the main brand colour is yellow, then stick with it, if you use mostly photos with bright colours showing off your product somewhere in the image stick with that. If you change how your brand looks either online or printed, people will either not know it's you or loses trust, since it looks like you have no clue what you're doing.
For example, if your James Painting and then next week you’re Harrys Painting, people would think that Harrys Painting is a new company and have nothing to do with James Painting. So just like your name make sure your designs stay the same across the board, those this does not mean you can explore new designs just don’t change it every other day.
Don’t leave your brand open to a variety of interpretations and customisations. Your brand should build awareness and develop trust and loyalty with customers. A constantly changing brand personality just doesn’t do the job. That’s why it’s so important to develop standards for brand consistency, on and offline. Every interaction customers have with your brand should embody the brand promises and values dependably and understandably.
Before you start to market you want to make sure your brand is consistency, Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent you’re branding — whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.
It’s fairly easy to create blog posts, ebooks, and other such content assets in the digital age. Quick, too. An idea can go from concept to completed so quickly that it doesn’t get thoroughly vetted for brand consistency.
If you realise a piece of marketing or anything that is apart of your brand, out into the wild, you need to make sure its on brand, if not people might not know it's you or will fill unsure of your brand since it looks like your unsure on who you are, being all over the play with design.
Don’t leave your brand open to a variety of interpretations and customisations. Your brand should build awareness and develop trust and loyalty with customers. A constantly changing brand personality just doesn’t do the job. That’s why it’s so important to develop standards for brand consistency, on and offline.
If you need help developing your brand, for either updating your current design or if you just starting out, fire up the dial-up and send us a message.
That's it for this post, I hope you have gained a better understanding of Brand consistency and moving forward you apply it in every touchpoint customer haves with your brand.
Next week I will be talking about, Who are you as a brand. To better understand who you are and to lay the groundwork on how your message will play out in marketing. Don’t forget to head over to the Marketing blog section to see all our other marketing posts: http://bit.ly/2JksZN6