As a business, of course you want your customers to know that you’ll always be there for them when it comes to whatever service or product you offer. That being said, you can’t do so if your business has a new look or new values every time they turn to you. This can be something as small as inconsistent fonts or colors. It may seem small and inconsequential, but it really can break that recognizable relationship with a customer!
So, what exactly do we mean by a consistent brand? Here’s a few examples!
Make sure you love your logo, at least for 5 years.
It’s important to have a mark that is immediately recognizable. If you get a logo that you’re not completely sure about, but just want to get one done and over with, you may decide to change it in 6 months, 1 year time. It may seem like a long time, but for your business, that can undermine the stability of your brand, which isn’t something you want to risk. For both longevity and your own time and money, it’s better to make sure you’re with your logo for the long run!
Ensure that the color palette you use to represent your brand stays the exact same.
Think of popular brands like KFC, Walmart, Target. There are specific colors that are immediately recognizable to their brand. If they were to suddenly start using purple or orange off and on, it would feel a little wrong, no? Of course, there are specific campaigns in which they may use a different color palette to promote holiday sales, etc., but these typically use a specific campaign identity that has consistency to it under that umbrella as well. Like the rest of this post, consistency is key! When someone sees a specific shade of green or blue, you want them to immediately be reminded of your business. It keeps you fresh in their mind!
If you have peripheral graphics to your brand, make sure you have rules for them.
Brand identities often include other visual elements that are supplementary to the logo, but do not replace it. Having guidelines to follow when it comes to these, like where and where not to use them, etc., not only helps them be properly visible, but also allows them to become recognizable parts of the brand. Even more generally, for every facet of your brand identity, you should have a reference sheet on how to properly use each aspect. This is why we, as well as other designers, give you a book on how to use your brand properly! It empowers you to be able to fully interact with your brand as a business owner, while making it look as good as possible!
These are only a handful of examples of how brand consistency can be implemented into your business. Of course, there are numerous other opportunities to exercise this as your business grows. Honestly, the most reliable foundation for consistency is a brand guidelines book that is created when your brand identity is set by your designer. This way, no matter how much you grow your business, or who comes to work with you, they will have access to the same set of rules when it comes to creating graphics for you!
Get out there and practice your consistency skills!
*This post was written by a human named Alex.
