Brand Identity | Why Consistency Is Key!
In our last Blog Post, we began our Brand Identity Series that highlights elements of a successful Brand Identity. This series will help you review your Brandโ Identity and take the steps towards ensuring that it serves itโs purpose. This week Iโll share with you the importance of a consistent brand identity. Before we launch, I invite you to put your Reflection Caps on and review your brand deeply. Letโs Blast Off!
Before we list the reasons your brand identity must be consistent, youโre probably wondering what it is to have a consistent brand.
What Is Brand Consistency?
Brand Consistency is the ongoing efforts of a business/personal brand to communicate and share messages that paint a clear picture of itโs identity to a target audience. This consistent identity is in harmony with the brandโs business strategy and exposes the target audience to brand elements and identifiers continually, which strengthens brand familiarity and recognition.
Why Is Brand Consistency Important?
Consistent Branding Builds Customer/Client Trust!
Brand inconsistency can confuse current and potential clients. The confusion lies in their inability to derive the purpose, product or goal behind the brand if the messages they receive/see do not all relate with each other. To gain and keep your audienceโs trust all your brand elements and messages must align. The focus must return to the one core brand value system or brand strategy.
Consistent Branding Breathes Professionalism!
If your visual, verbal and product branding are in-cohesive and shared haphazardly, without a strategy, your brand will not be perceived as professional. Your audience will see and feel professionalism in your brand consistency as it signifies that your brand, not only cares about what it creates and shares, it also it true to itโs purpose; a value thatโs seen as authentic. Consistency that radiates professionalism can create a healthy flow of prospect client and investors.
When the messages that your brand communicates are consistent, they provide your audience with clarity of your brandโs purpose, what your brand stands for or represents and who your community is that they are a happy part of.
Consistency Is Internal Rocket Fuel!
Brand Consistency does not only benefit external stakeholders, like clients and possible investors, it also offers employees and contractors an internal direction. All stakeholders, internal and external, of the business are clear about what it stands for, and how it's supposed to present itself in the marketplace.ย In this light, consistent branding provides simplicity on all operational levels. The strength of this simplicity lies in the creation and dissemination of a strategic framework that internal stakeholders can refer to in their daily operations. Some call this framework a Brand Guide or Brand Bible, we at BlastedTech call it our Rocket Fuel.
Our Rocket Fuel (your Brand Guide) contains all our branding strategies; marketing mission, value propositions, target audience, goals etc. As an internal framework it also includes specific guidance on brand tone of voice, logo usage, colour palette, permitted fonts, photography treatment (filters allowed etc.), media formatting, graphic styles. These and other element are illustrated in our Rocket Fuel to promote brand consistency.
It will be beneficial if your Brand Guide is shared to all who play and active role in the creation and communication of your brand identity. You may need to have training to ensure its correct understanding and usage. Consistent Branding in turn aids businesses with formulating and carrying out their Standard Operating Procedures (SOPs). Careful implementation and monitoring will lead to the success of the brand, and as for BlastedTech, our Rocket will have the driving force (Fuel) it needs for a successful launch! #BlastOff!!
Consistent Strategy: Consistent Brand Identity: Consistent Success!
Business owners know that creating a Business Plan, a strategy for how one would operate in times of plenty and in times of uncertainty, is, if not the very first, one of the first things an entrepreneur must do to ensure that all bases are covered. Brand owners knows that proper prior planning will aid in mitigating risks and having a detailed strategy that covers every aspect of business, including brand identity, is an advantage. Yes, your brand identity requires strategic design, exercise and expression in alignment with your overall business plan and goals.
In referring to Brand Identity and Design, Philip VanDusen, a Graphic Designer once stated that, โThe colors, the fonts, the logos, the imagery, they all communicate through something called semiotics, which is a scientific interpretation of what symbols are perceived to mean. When people understand this, that branding and brand consistency is linked to strategy, and that brand design is linked to semiotics and how people perceive things, they are much less likely to create their own thing to solve some particular problem. It's a scientific exercise and it's very well documented, the consistency in branding and visual branding affects business success.โ
How To Maintain Brand Consistency
Conduct Regular Brand Identity Audits!
A Brand Identity Audit is a review of a brand for identity inconsistencies across all channels. Each brand identifier/element/asset must also be assessed for inconsistencies. This includes branded documents, the full online presence, media produced (videos, photos, music etc), physical elements like in-store decoration and employee uniforms, signage; everything that is a representation of the brand. The Brandโs Identity must be in accordance with itโs Rocket Fuel (Brand Guide).
Rocket Fuel Change? Premium Or Unleaded?
It is necessary to determine if the brandโs goals are being achieved, if the Rocket Fuel has been put to good use or if improvements need to be made. All brands change or will need to change based on itโs environment, as it journeys through its life-cycle. It is integral that a businessโ brand guide be reviewed and updated where necessary, just as the brandโs business strategy must be aligned for success overtime. The aspect of a brand identityโs need to change will be discussed further, in a subsequent Blog Post!
Questions For Reflections
Is your Brand Identity Consistent?
Do you have a Brand Guide for your personal or business brand?
Is your brand identity in need of a review?
Do you connect the success of your brand to itโs identity?
If you answered โNoโ to two or more of the above questions, thereโs definitely some work to be done. BlastedTech can also help review your brandโs current identity and can help you create a Brand Guide for a consistent Brand Identity. Letโs Get Social! Use the button below to request a consultation.