As they say, consistency is key. Though this mantra applies to a number of applications, the one we’re most concerned with is brand consistency. For many small businesses, the idea of branding is relatively new. Perhaps not the idea in a broad strokes sense, but the practical application of branding may be a bit difficult to grasp if you haven’t been there and done that. Fortunately, we have been there and done that with quite a few businesses looking to promote their brand the right way. Do you know why brand consistency is important and how to maintain it when starting your own marketing efforts?
Defining Brand ConsistencyIn the simplest terms, brand consistency is being able to spot that iconic swoosh and knowing it means Nike or seeing those three circles and recognizing Disney’s Mickey Mouse from a mile away. Why does the simple graphic of an apple with a bite taken from it mean Apple computers instead of a farmer’s market or organic food store? It’s because of brand consistency that Apple and the other companies mentioned have maintained for years. As the term implies, brand consistency is all about setting standards for your brand and holding these standards as gospel. Consider the following when revisiting your company’s branding:
- Colors: As we’ve written before, colors play a major part in setting the look and feel of your brand.
- Fonts: Font affects the look and feel of your brand’s content.
- Logo: Your logo is your calling card and must be unique, recognizable and an embodiment of your brand.
Why Does Brand Consistency Matter?So what if the logo is a little askew on that sign? Who cares if that color is just a hair off? What’s the problem with using a san serif font when your brand uses a serif? Though you may not sweat the small stuff, the devil is in these details. It is consistency that instills a sense of dependability in your brand. If Apple changes its logo six months from now, then updated again a few weeks later, that would be a clear indicator that the company has some issues. Worse yet, the less consistent a brand is with something like a logo, the less chance it’ll be committed to memory and become the icon that it needs to be for your brand. If you allow your brand to standards to waver, you are defeating the purpose of your branding in the first place.
How Can You Apply Brand Consistency to Your Signage?We have seen countless examples of how clients choose to implement their brand with signage. As a direct vehicle for your branding in its simplest, most boiled-down form, a sign should embody the brand consistency that we have described above.
- The logo must stick to the specifications laid out in the brand standards.
- Colors should be consistent with those chosen for the brand, not simply look-alikes.
- Font should be consistent with brand standards and easily readable at a glance.