Brand Consistency: The Difference Between a Good Brand and a Great Brand
At kwik Computing, we strive for consistency in the Branding of our clients from the smallest logo details to the biggest details.
Every company has a brand, whether they make it a priority or not. Simply defined, a brand is what people think about you – the impressions they have when hearing or seeing your name. In most cases your brand is reflected initially in your logo mark, then supported by your messaging. These experiences influence attitudes and opinions about your company, nonprofit, school, product, service, etc.
A good brand is built over time and requires thought, strategy and consistent implementation.
- Does consistency matter to you and your brand?
- Consistency helps you manage perceptions. By thinking carefully and deliberately about your brand you can shape how people perceive your organization. Consistency connotes professionalism, purpose and stability.
- Consistency conveys your outlook and attitude. A focused effort to establish and maintain consistent branding will deliver a very specific set of impressions: Are you serious? Are you intentional? Do you follow through? Are you focused?
- Consistency eliminates issues surrounding brand confusion. For many companies, their branding is actually more of a hindrance than a help. A consistent brand should instill confidence rather than engender confusion.
- Consistency protects your investment. Without established brand standards, many organizations spend thousands of dollars crafting a logo and building a message, only to have it degraded by inconsistent, sloppy application. Build equity in your brand by being consistent.
- Consistency builds upon previous successes. No one has to guess, “I wonder what this product will taste like?”
A few helpful tips to help you maintain brand consistency:
- Don’t read “consistency” as “boring.” Consistency actually paves the way to creativity with impact.
- Communicate to your team the importance of your brand. Start the conversation by asking them to name a few companies they admire and why.
- Create a “Brand Standards Guide” – the guidelines that map out how your logo, fonts, colors, tagline, etc. will be used. Make it visual with proper and improper usage examples. It has to be simple and easy to follow, or it won’t have the intended impact.
- Go through the Brand Standards Guide with your entire team and provide print and PDF copies for them to reference as needed.
- Provide access to the proper logo file types to anyone who needs them. Your team members shouldn’t be recreating your logo on the fly.
- Hold your people accountable and retrain if necessary. It’s okay to appoint some team members to be the “brand police” who flag down offenses and keep the peace.
Consistency is a crucial step towards brand success
When something works well, you almost don’t notice it – sort of like the best referees. You’re so into the game that you can almost forget they’re on the court or field. However, when something doesn’t work, doesn’t fit, everyone feels it. It’s the same way with your brand. You can cause yourself and your team a lot of long-term problems simply by not paying attention to brand consistency.
So, protect your brand. Set in motion a structure for keeping it sharp and consistent. Value what it represents for your organization.
You don’t have to be in marketing (or spend $3.3 billion annually) to recognize the value and importance of that.
Does Your Brand Need Direction?
Designing, developing and managing a brand can be a daunting task. If you need help getting your brand in place or just need some direction, contact us Kwik Computing Limited today. Our team of creative professionals can help keep your brand on the path to success.