I have come across a few companies recently with offices in different States, even International brands, with inconsistent branding. What is interesting to me is that these entities are all medium to large businesses yet their names largely go unrecognised (I can guarantee if I told you their names most of you would not be able to tell me what these companies do).
1. Start With A Good Logo
Investing in good branding is crucial – but failing to recognise the importance of implementing consistency can be extremely damaging to your growth as a business. When you introduce your brand to a new market, the goal is for your logo to slowly become your visual language. With time, your logo and branding become the visual tool to get your message across quickly and effectively. It is what helps you gain visibility in people’s minds, and what can allow you to rise above the competition. In this environment, consistency cannot be underestimated.
2. Develop Branding Guidelines
Consistency starts with investing in developing a Branding Guidelines document, ideally when you get your logo and branding designed. This document is like your Brand’s holy book, it tells anyone using your brand exactly how to apply it depending on the intent, environment and medium. When you have a thriving business, things happen quickly and there is a lot to attend to. Branding is most likely not at the forefront of your priorities but if not addressed properly, it can reverse all your efforts very quickly.
3. Enforce Branding Guidelines
To stay consistent in the long run, you need to think of your branding as an essential part of your marketing machine. Having a great logo and a Guidelines document is a fantastic start but the rules regarding your branding won’t enforce themselves. If you don’t end up hiring an in-house designer or outsourcing to a professional, it is a good idea to train your employees to make sure branding is applied consistently in their daily activities. The Branding Guidelines need to be used and sent to relevant stakeholders.
If you think you have a strong brand and great product/service but not much recognition, then maybe the missing link is in your branding consistency. Invest in a branding professional now, a brand audit cannot hurt and will give you clarity about what steps to take to make sure you get value out of your brand.