When building a brand, maintaining a branding consistency is an important detail that is often overlooked. Having a consistent design, color and message in all of the created marketing materials is critical to the success of any branding initiative. On first glance, all of your marketing materials should seem as though they were designed by same the person. Having a uniform look on everything from your company’s website, to your business cards, will help customers better recognize your business. 

Over time, your target audience will begin to associate your brand’s message and appearance with your organization, which can lead to both brand recognition and even brand loyalty. However, if you change the colors and designs of your brand too often, you risk losing brand awareness and may even seem unpredictable and disorganized to your customers. Your brand can certainly evolve over time as it builds up a better reputation and stronger consumer base, but a brand strategy that utilizes a regular message and visual design should remain the foundation of how your company is recognized.

GETTING OFF ON THE RIGHT PATH

When starting a new business, it is important for your identity to be consistent. This includes your company logo, typeface, colors and overall graphic style. Your brand’s identity is the key element customers will associate with when they hear or see your company’s name.

The main objective in any brand strategy is to create awareness. Think of the brands you interact with on a regular basis. Does the Nike logo ever look different? Does the mailer you receive from your insurance company always include your agent’s contact information? These are good examples of successful brands maintaining consistency when designing their marketing materials. The company logo, contact information, tagline or slogan and primary graphic elements are among the features that should always be included for consistent brand messaging and reinforcement.