Your brand is the public face of your business. Whether the primary point of contact between you and the consumer is through brick-and-mortar locations or via the web, maintenance of a consistent brand identity is essential. Conversely, weak or inconsistent branding can be disastrous.
Here we’ll review the main benefits and value of consistent branding and provide a few ways to keep your corporate identity clear, unique, and authoritative.
The advantages of a unified brand identity
A consistent brand identity has several clear benefits:
- It boosts your brand’s originality.
- It differentiates you from competitors in a tight marketplace.
- It keeps your corporate message on point.
- It broadens awareness of your brand.
- It helps promote repeat business and customer loyalty.
- It promotes brand authenticity.
- And it promotes good buzz for your brand in social media.
Case Study: Jägermeister
When Curt Mast created the famous herb liquor in1934 – he would have never imagined what kind of effect it would have in todays branding world. Right when he mixed the alcoholic beverage with it’s 53 herbs, he made sure to patent the green bottle and the old-school label with the infamous deer head – the two elements that should become the perfect example for consistent branding.
Jägermeister never changed their appearance over the years, but they consistently promoted them through various channels. Even in their early stages new advertisement grounds were established by becoming a pioneer in trikot ads for the German soccer team Eintracht Braunschweig.
But the product Jägermeister always had a problem: it wasn’t a fashion drink. Back in the days, herb liquors were mainly consumed by older men as a digestive. Today remains the old-fashioned label design, which gives Jägermeister the cult status it deserves. Adding the bright orange colour to their design portfolio made them an aggressive and hip brand, that is no club wants to miss out on nowadays.
No matter if it’s a festival or a party they are sponsoring, glasses & shots or any other kind of merchandise – the bright orange colour surrounding the deer head makes Jägermeister a brand to be recognized all over the world.
Orange colour that brands the drinks in combination with the famous deer head.
How brand inconsistency hurts
Brand inconsistency can hurt your business’ bottom line in a variety of ways. First, it confuses your potential customers. Someone shopping around for the best product or service in your field needs to recognize that you are… you. Any and all communications from your company should bear a consistent brand identity — from web ads and email blasts to contest promotions and catalogs. A confused customer is not likely to be a returning customer, and growing your business is not something you want left to chance.
Second, inconsistent branding undermines confidence in your business among customers familiar with your brand. Say the corporate logo featured in your most recent email blast differs even slightly from that on your website’s landing page. Can the recipient be confident that the communication is from you, and not from a competitor seeking to take a slice out of your market share? Also, a consumer seeing multiple brand identities for the same business might wonder how well you can satisfy their expectations if you can’t manage your own brand. Harsh, but true.
What you can do
There are a few basic things you can do to ensure brand consistency.
First, be sure you’re working with a designer who understands your needs. Clearly communicate to your designer all the iterations of your brand (websites, web ads, print ads, email blasts, social media presence, hard copy, signage, and even t-shirts). Everywhere your brand appears, it should be clear, recognizable and consistent.
Second, check and recheck your brand’s online presence. If you’re re-branding, make sure that any outdated logos or color schemes are removed and replaced by current ones. No strays allowed.
Third, check the message against the mission. If your corporate focus has changed, be sure all your outlets reflect the current mission. This means checking headlines, taglines, and copy for nuances that may undermine consistency. If you provide multiple products or services, be sure they all fit beneath the umbrella of your brand identity.
Effective communication, skilled design, and a little diligence are key ingredients in creating a consistent and successful brand.
So, wouldn’t it be great to get your Corporate Design from one hand for an affordable prize? On 99designs you can get your brand identity in one single package through a design contest. Check out the 99designs brand identity pack starting at just 459 €.
The brand identity pack includes:
- Logo design
- Business card design
- Facebook cover image
This way you can get your whole Corporate Identity out of the hand of one professional designer, who understands you and your brand and creates the right consistency to attract customers and let your brand be recognized. And all for a startup-friendly prize.
Content provided in co-operation with 99designs.