0800 867 746

What really makes a brand stand out? We all know plenty of iconic brands – Coca Cola, Nike, Google. But what’s the point of difference between these and others that struggle to establish a solid client base?
Simply put, the defining factor is brand consistency.

A brand is so much more than a logo – it’s the feelings and emotions evoked and the way people react. Your brand should give people a “feel” that is memorable and reliable. Consistent branding creates reliability and trust. Consider it like a relationship – your closest friends are going to be the ones you know you can trust. It’s the same as a brand.

So how do you establish and maintain a strong and consistent brand then? There are a few simple steps to keep in mind. The most important starting point is to establish who your primary target audience is, and speak their language. This is especially important when it comes to your social media strategy as you want to make sure you’re using the same social mediums as your audience, or you could be missing out on communicating with them entirely.

Your first step to maintaining a consistent brand is to fully understand exactly what it is that makes up your brand’s main purpose and goals. What are you trying to communicate, who are you communicating to, and what makes them listen? If you can answer these questions you are well on your way to figuring out how to go about executing your brand’s goals.

Visually, your colours, fonts and logo should be consistent and the style should reflect the ‘feel’ of your brand. Ensure you provide your designer(s) with a style guide or brand manual that details how to use different elements when it comes to creating business collateral. Templates and clear guidelines are essential to maintaining visual consistency across all your marketing material. And did you know – printing.com can provide you with a web-to-print service that simplifies this process? Check it out here.

Creating an approval process for marketing collateral is another key point. Having two or three-point people for design who know the brand inside and out can create a checkpoint for anything that is to be used in marketing to go through. This marketing team can check whether your collateral lines up with the brand goals and advise changes or approve for use.

Got more questions about maintaining your brand? Chances are, we’ve got answers. And we’d love to chat. Get in touch with your local studio today.