Why is brand consistency important?
Jack Ogston 30th of September 2022
What is brand consistency?
Brand consistency is a huge part of developing awareness for your company and its products and services. The practice of delivering messages which align with the identity and values of your business. While branding is a key differentiating factor between you and your competition, consistency of message and identity is what builds trust and customer loyalty.
Why is it important?
The more consistent your brand is, the more people will come to recognise and trust your logo, colours, imagery, language, typography and everything else that encompasses your brand and identity. It’s a big part of why we continue to shop, eat and holiday with brands we know – because we trust them.
The positive and consistent reinforcement of the different elements that make up their brand become, sub-consciously, synonymous for reliability and quality, with us and other consumers. Some companies have developed this so well that their brand automatically breeds authority and customer loyalty. This could be a sole trader electrician in your local area at one of the end scale, right up to a large multinational.
And it’s something we drive home in every branding project we work on including our own, launched in July. Over a year in the making, with multiple meetings, designs and redesigns, consultation and testing periods, devising of a roll-out plan across all digital channels and updating of physical touchpoints, signage and company apparel all forming part of the process.
Achieving brand consistency, the benefits of having one dedicated design partner
At the tail-end of 2022, we added Laura Tickner to the team at Creatomatic to complement the fantastic work already being done by our existing graphic design team. Fresh off the launch of our own sizeable rebrand, we’re excited to officially introduce graphic design and branding services to clients new and old.
We’ve developed a hugely successful approach to our branding and print work:
- Discovery – Key to the project (and indeed any project we undertake) is getting to know you and your business and for that reason research and scope out calls are a must
- Visuals – We’ll then produce a set of visual concepts, using your brief and their interpretation of current market trends
- Refine – Through a process of feedback and updates, you’ll end up with a future-proof, beautiful logo which represents your business and makes it instantly recognisable
- Guidelines – To ensure it’s utilised correctly, in-house by you and your team, and externally by others – you’ll receive a brand guide with details on digital and print use. These range from a smaller, easy-to-follow brand reference sheet, to comprehensive medium and large brand packs.
- Rollout – We’ll then help you roll that brand out across social media, brochures and marketing materials, clothing and apparel, trade stands, merchandise, menus, stickers, product packaging and, really, anything you need to promote your business.
- Print – We also liaise with printers to ensure you receive a physical product that’s visually on-point
In working with one dedicated design partner, we’ve seen clients achieve some amazing results in their online and offline marketing. Vital to this has been our teams understanding of a brand and brand guide which, in many cases, they have created themselves.
This one design partner approach has allowed us to drive consistency in everything our clients communicate, across various different consumer touch-points. Clients don’t need to go hunting for logo files as we already have them and liaising with printers takes the strain out of the process for them.
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