Wednesday, August 25, 2010
Brand Consistency by Kristen Fagan
Last month I touched upon the basics for Logo Design so, naturally a discussion about branding comes next.
What is branding and how important is brand consistency? Branding helps a company reach their audience, build recognition and develop customer relationships. Brand consistency is essential - same elements, same typefaces, same colors, every time. Brands need consistency to thrive and I'm talking about consistency over time, meaning the same image repeated again and again and again and again and again.
Yes, you may get bored but, your brand will be strong. It has been said that a consumer needs to see your message 3 or 4 times before it sticks and they take action. If you think about all the messages we are bombarded with today getting someone to see your message 3 or 4 times seems almost impossible, now couple that with a changing your design, colors or message frequently and you have just made your task of reaching a consumer and "sticking" in their mind that much more difficult.
Many businesses look no further than a logo when thinking about branding but, it is so much more. Your logo is an important piece of the puzzle that also includes colors, typefaces, packaging, taglines, customer service and product details, all of which combine to create your company’s brand. The same attention devoted to your logo must be given to these other elements as well if a truly effective brand is to be achieved.
So how does this translate to a small business? Carefully choose how you present your business, pay attention to the details and keep it consistent. It is really very simple, and it is something that businesses of any size can achieve. At the end of the day, it comes back to one rule: be consistent.
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