Importance of Brand Consistency

According to the American Marketing Association, a brand refers to any “name, term, sign, symbol, design or even a perception intended to identify your goods and services over other sellers.”  A successful brand identity sets your business apart from the competition. Companies who do it well such as  Coca-Cola, Starbucks, and Apple have cornered the market on brand recognition. In one glance most consumers recognize the colors and typeface of each of these companies.  Even a mere lowercase “i” is synonymous with Apple Corporation.  Coca-Cola has cornered the market on the colors red and white, a swirling typeface and even a polar bear selling their product.  When you think about all of the individual aspects that combine to make your business, pulling them all together and highlighting key differentiators will help you to define your brand.

Your brand is a representation of your business in imagery, messaging and perception. It is critical to maintain a cohesive and consistent message in order to build a sense of product recognition. Keep in mind that your brand is continually reinforced through all of your customer facing messaging, from your business cards, email marketing and website through to your logo, signage and print collateral. Ensuring that both your messaging and visual branding is clearly and consistently applied across all communication channels makes sense. Your logo, tagline and symbols should used consistently to reinforce your identity and drive positive sentiment and trust. However, each booklet, flyer, or business card does not need to be identical but they should strive for visual cohesion. Make sure you stick to a number of standards, such as your color palette, visual style, font and size and spacing of your logo. By keeping your visual identity and messaging consistent your business will effectively develop and strengthen your brand, helping your business make a far stronger, long-lasting impression.