What is brand consistency, and why is it important?
Let us start with the beginning: what is brand consistency, and why is it so important today? To sum it up, it is the action of maintaining a consistent image and message, whatever the medium or the visuals used. Consequently, you must always use the same components of the visual identity.
You likely did not choose the elements of your brand image randomly. These components allow you to show your values and convey a specific message. Using the same elements over and over can reinforce the link between your brand and business, helping its recognition and distinctiveness. Moreover, brand consistency is an important pillar of a company's credibility today. A brand that uses random visual elements will be quickly considered neglected and unprofessional.
What can you do to have brand consistency?
Therefore, what can you do to have concrete brand consistency? It is relatively simple; it mainly requires discipline. Let us explain.
What brand image components should you use?
As we mentioned, brand consistency is using the same visual elements repeatedly. But what elements are we exactly talking about? Here are the most important ones.
Your logo
The logo is not the only element of your brand image but remains one of the most important. Every brand should use its primary logo everywhere. The logo must be unique, representative, and distinctive.
Your color palette
Another essential element of your visual identity is the color palette. With time, some brands manage to be recognized with their colors. It is then vital to use its color palette at various places.
Your fonts
Colors are not the only element that can help you give a special touch to your brand. Indeed, fonts and typography can give some personality to your visual identity.
The general style and values
What do you want people to feel when they see your brand image elements? Do you want them to think that you are the best on the market or that you are a brand that takes at heart to offer great products and services? The general style, tone, and values should be the common thread between the different components of your brand.
Where use the visual elements of your brand to increase consistency?
The elements of your brand image should be used everywhere, but where exactly? Here are four places where you can promote your brand and use consistency.
Your website
As we have mentioned in several articles, your website is often the basis of your online presence. It is where you can gather all the information about your business and its products, whether about the prices, how it works, etc. Consequently, it is essential to have brand consistency on your website and use the same elements elsewhere on the internet.
Your social media pages
There are great chances that you are already active on social media, whether it is TikTok, Facebook, or LinkedIn. In order to help people recognize your brand more quickly, remember to use your logo, color palette, and tone in the content. It will help you get brand consistency online.
Your ads
Whatever if you use ads in newspapers or on search engines, remember to use brand consistency there, too. Let us say that you have created an ad using a logo and some colors, and you have decided to use other different visual elements on your website. Your potential clients could believe they fell on the wrong site because they do not recognize your brand.
Your products
Finally, consider brand consistency when you create products, whether regarding the materials or packaging. It is another way to ensure having a recognizable brand. When the website, social media pages, and products display the same visual components, it states that you have thought about everything and have a strong and consistent brand image.
Example of successful brand consistency: Starbucks
It is often easier to understand marketing notions and theories with examples. Regarding this, there is one brand that excels in using brand consistency: Starbucks. This American business has a strong brand image and uses its visual components rigorously. Indeed, whether you are in a coffee shop in Paris or Los Angeles, you will find the same color palette, fonts, and general ambiance.
In addition, the Starbucks logo is used everywhere, whether directly on the beverages, packaging, menus, or employees' uniforms. If you want to create a business, remember to use your visual identity elements everywhere to be recognized easily.
In conclusion, what can you do to ensure brand consistency? First, define what your main brand image components are and use them everywhere, repeatedly. A brand image can evolve with time, but keep in mind the message and values you want to promote. And if you modify your visual identity, remember to update your website!