3 min read

The significance of consistency in branding

The significance of consistency in branding

First and foremost, we need to comprehend the significance of brand consistency.
Customers can interact with brands in multiple ways, both online (digital platforms) and offline (prints). During the entire process, experience regarding products/services will establish customer perception.

Implementing brand continuity through all visual platforms in this process will remind customers of your brand, and improve their perception of the brand. Consequently enhancing it from perception to becoming recognition. It's an extremely ingenious strategy for gradually converting to that increase awareness and assure cost savings.

(Brand awareness is a marketing term that refers to how easily potential customers recognize and recall your products or services. Brand awareness is a key marketing concept and a primary goal of brand marketing.)

Brand awareness is the foundation for brand loyalty

In the matter of significance of brand consistency, there is no denying that a plethora of companies around the world merely mentions their brand's color or symbol. Their brand immediately comes to our mind, it's unnecessary to prior call it names. Some popular examples are YouTube's red, Momo's pink, Grab's green, the half-eaten apple on Apple, the bird on Twitter, and the superman on Tiki, etc.

For another example, the FnB industry, or more specifically, huge restaurant chains, are typically excellent instances of the significance of consistency in branding.
No matter where you are in the world, the experience is identical. Menus may vary to accommodate consumers' behavior & culture in distinct markets, but the style and images should always evoke the same emotions and communicate the same information (regarding the brand's identity or any message it wants to convey)

In the first step toward achieving brand consistency, several standards for the brand are momentous. We should establish brand guidelines for all company employees to follow.

Examples of logo standards & meanings in brand guidelines.

Brand guidelines' influence on customer perception

Brand Guidelines are a set of standards that include brand identities and rules of use to ensure brand consistency, in order to best represent the brand through social media channels.
Brand Guidelines synthesize and standardize, as well as re-systematize logos, colors, typography, graphics, etc. in a comprehensive, accurate, and exhaustive manner. The key elements of brand guidelines include:

  • Visual guidelines (logo usage, color palette, typography);
  • Company’s vision/mission.
  • Mission statement.
  • Brand voice guidelines (if any);
  • Imagery.
  • Etc.

The objective of the brand guidelines is to make the brand identifiable and memorable easier. It ensures brand consistency but also contributes to the development of a standard set of guidelines for visual design. Also assisting the business in building brand awareness and equity as it grows.

Example of brand color guidelines.

Brand guidelines help to grow brand reputation

This is undeniable. Brand guidelines improve the brand's professionalism, prominence, and value in the customer's perceptions.

After all, as mentioned in the beginning, when we build brand guidelines and then utilize them in order to maintain uniformity across all visual platforms, it will have an effect on brand identification.
Simultaneously, brand guidelines will be a vital role in aiding the corporate brand to progressively penetrate client memory. Customers will tend to trust what they are familiar with or believe to be trustworthy.
Brand guidelines is one of the methods that enable the construction of that relationship.