In our 15 years working with a variety of clients we found that many do not understand the essence of “Brand Consistency”. We hope to shed light on the topic to our many supporters, followers and POA members.
Merlinone.com expresses that:
“Brand Consistency is the delivery of brand messaging in line with the brand identity, values, and strategy over time. Consistency means your target audience is being exposed to core messages, visual branding, and other brand elements repeatedly, which can help to solidify brand recognition”.
To really grasp the concept of brand consistency I feel it's important to understand the following terms:
Brand is defined as a type of product manufactured by a particular company under a particular name.
Brand Identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in the consumers’ minds. (Source: investopedia.com)
When developing your brand you want to make sure the message that is communicated in the logo designs align with the mission, tagline, and brand theme.
One mis-step can turn a customer off. Our human nature attracts us to images that appear pleasant to the eye. It's similar to coming home and seeing everything in your house in order. When you do this you have no complaints, But if something is out of place it stands out like a sore thumb.
This is due to our human tendency to strive toward perfection. Many will quickly identify flaws or things that do not make sense. It is a big turn off!
Understanding this human nature will help you to understand the role of what many call “trolls” or “haters”. If we are not careful the trolls who are self taught to identify flaws in everything will identify inconsistencies. This discovery could damage your brand before it has a chance for life. Trolls can be very powerful with influence and they will be the ones who will make a flaw trend.
If your brand logo and brand identity is on point you will be immune to trolls as it will not affect your business due to the fact that your brand is consistent and you can show and prove what the trolls missed. This in term damages the troll's credibility. If the roles are reversed and the trolls prove that you do not know anything about building a brand using the lack of “Brand consistency” to prove that point, it will make the troll more trusted and you lose the attention of your potential clients.
Taking time to truly think out your brand, logo and brand identity and making sure you are practicing brand consistency is key to the survival of your brand.