Brand Consistency: The Secrets to Success in Branding

Owen Green

13th December 2021

The Importance of Branding

Branding is creating a perception of your business, products and services to your audience. To be successful in branding, consistency is key. Read this article on how to make sure your brand is consistent and how this will benefit your business.

What is Brand Consistency?

Brand consistency is how an organisation delivers messages aligned with its core values, brand promise, customer experience, and brand identity elements. It refers to how “on-brand” all of your company’s marketing content is with respect to your brand identity and brand guidelines.

What makes a Brand Consistent?

External

  • Colour
  • Typography
  • Logos
  • Sound
  • Design

Internal

  • Values
  • Tone
  • Delivery
  • Message
  • Guidelines

Brand Guidelines

Brand guidelines are clear rules that your company should follow when communicating with your audience. The best way to set these up is by creating a brand style guide, outlining the standard procedures of presenting your brand through both internal and external processes.

Mission Statement

Your mission statement should explain the core principles of your brand and cover, this can be split into 3 core principles:

Your Vision: What is your purpose? Who is your audience?

Your Mission: What is your objective in your business and your goals.

Your Values: What values does your company hold that makes you special? What makes you stand out from your competition?

Logos

Logos are a key element of the visual representation of your brand.

When using a brand style guide, we recommend you use one primary logo, with 2-3 secondary logos that can also be used in your communications.

Your logos should have a specific radius around them, giving them a minimum amount of space in each publication.

Typography

Using the same fonts consistently is important for continuing your brand image.

Use a primary font and 1-2 secondary fonts if necessary. Specify the sizes, weight and style of fonts you will be using.

Colour Palette

Your brand should follow a colour palette of 3-5 colours.

This should include your primary colour along with secondary colours to support this. The colours should contrast together, you can use websites such as Coolors to generate which colours work well together.

Brand Voice

Mastering your brand voice can be tough for many businesses, but the best way to do this is to match the tone and personality of your company. You will need:

  • Tagline
  • Value proposition
  • Messaging pillars/differentiators

Other Imagery

Dedicate a section of your brand style guide for any other imagery that can be used to support your brand and represent your personality, this can include:

Photography: Professional photos that publications will be based off.

Graphic Design: Any illustrations that will be used regularly.

Icons: Any icons and symbols that can be associated with your brand.

Content Curation

Choose your channels that you will use to regularly broadcast your brand, this is anything from social media platforms, magazine articles to leaflets and posters.

Creating a regular content system ensures that your message always gets out to your audience across the correct channels consistently.

Try creating a 1 month, 3 month or 6 month content plan and use a content management system to make this a stress-free task.

 

Key to Success

Consistent branding will create interest in your business, trust with your consumer and ultimately, generate leads. To utilise brand consistency, every form of communication that your business makes should coincide with your brand: both internally and externally. From your training process, workplace environment, all the way down to your social media posts, using a brand style guide will make this a much simpler process and take your brand continuity to a new level. For any Brand Development enquiries, contact us today.

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