We’ve covered posts on how do develop branding that supports you and what that branding says, posts that cover differences in colour and print, and examples of branding exhibitions that use different tools to help illustrate how effective branding can be used impact those tools can have - but something that we haven’t touched on is just how important consistent branding can be and why it is important to stick to some tried and true techniques to make the most of that branding.
A recent example that had been given was with the soft drink giant in Coca Cola and their use of colour - coke red. It may seem a little crazy to have such a big focus on the use of a single colour as a primary branding focus but it’s something so instantly recognizable - you see the colour and you have the instant association. This becomes vastly more important when that branding formula has to be used across hundreds of people in different departments and provides a perfect example of why consistency is key.
It’s of course much easier to see on a larger scale as with the example given, but perhaps a little more difficult when applied in a smaller way, but also just as important. If you’re able to develop early methods of ensuring branding consistency - this may be in the way of colour, a specific design pattern that is utilized, or even certain sizing conventions for example, you’re able to provide a platform on which the audience in your market can recognize you easily and pick you out from a crowd - this is especially important if you’re utilizing events such as trade shows and exhibitions - if you’re able to put posters or flyers in different places, a few roller banners around the event showcasing this consistent design as well as your main exhibition display also following the same rules, you become much more noticeable than say a competitor which is changing their design for each different form of advertising.
It can oftentimes be a lot harder said than done too - you may feel that using the same features can have the opposite effect by becoming stale or boring as the audience sees the same material - but it’s also a discretionary thing. Your re-printable media, for example, may need changes if you’re updating a sale or product catalog, but there still needs to be consistency within that - your brand colours, your logo, your style will often all remain the same which is where that branding will come from.
This concept also becomes more important if you work with other businesses in a creative way - setting brand guidelines ensures that your message remains consistent through different mediums too. For example if you’re getting promotional material printed, having instruction for colour, placement and sizing continues that consistency even if a third party source is helping to work through your content.
Your branding, after all, is in part what defines your business and will define your personality and tone - small changes may have a bigger impact on a wider scale with even small changes in different channels - the consistency allows you to take your efforts through multiple platforms such as differences between online and offline. Making efforts early to ensure guidelines are in place prevent issues down the line where more people may be involved in the creative process but as shown by bigger corporations the world over, consistency is what can take your branding from misunderstood or lacking identity to easily recognisable and approachable by the audience within your market.