The Importance of Consistency in Branding

The Importance of Consistency in Branding

What is Brand Consistency?

Brand Consistency across the branding spectrum occurs when all messaging conforms to a consistent set of design, emotional response, and message values. This way the brand represents a storage point for information about a company, service or product. It also becomes a vessel for the consumer’s emotional awareness of the brand.

Why do we need Brand Consistency?

The purpose of brand consistency is to enhance recall of messaging, and develop rapport with the consumer on an emotional level. This occurs over time as the brand’s message, image, and association develops over time as recognition patterns form. It serves as an ideal way to make a space for your product and everything it represents in the customer’s mind. 

The advantages of branding consistency:

Easy recall for consumer

Consistent messaging is stored in consumer memory  (Ambiguity or clutter of advertising destroys messaging recall)

It increases the chances of a brand being recalled despite the recollection clutter of everyday life.

Brand linking, how the mind stores and retrieves information.

 What are the 3 most common words in Real estate…

                        Location… location… location

Words you need to remember about  branding…

            Consistency…consistency…consistency!!!

Practical Applications of Consistency in Branding-

Logo

A Logo should have the same position on ads whenever possible, with consistent size, color and uniformity. Logos are particularly important because they represent the brand visually within a short period of time.

Tagline

A tagline is a slogan, clarifier, mantra, company statement or guiding principle that describes, synopsizes or helps create interest. Taglines can be singular statements that embody the Universal Positioning Statement or the Unique Selling Proposition. The tagline should accompany the logo.

Typeface

Using the same families of type allows the consumer to readily recognize the advertiser’s brand and the messaging to connect with previous messaging/taglines to multiply frequency and allow for recall of brand.

Color

Color creates emotion, triggers memory, and creates sensation in the consumer’s mind. Consistent color immediately communicates to the consumer who the message is coming form.

What companies do you believe have the strongest color ownership???

            Kodak                        Yellow

            UPS                            Brown

            Coca Cola                 Red

            Target                        Red

Voice or personality of brand

The messaging should maintain a consistent tone of voice.

Ad Layout

Consistent ad layout becomes easily recognizable with consumer and enhances recall.

 Overview of Consistency in Branding

Consistency in branding can make or break the advertising strategy of a company. Regardless of the amount of time and money spent on an ad campaign, if the brand lacks consistency, a significant portion of their effort will be lost. Take care to innovate for your brand within the confines of their new or old image, or suffer the worst possible fate of a brand, being forgotten.

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