Powerful Brands are Consistent

Powerful Brands are Consistent

By: Berlin Packaging Specialist
Date: October 28, 2019

The American Marketing Association defines a brand as a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” A company’s visual communication must be strong and sophisticated, while at the same time simple and to the point. The goal is to be positively recognizable at a glance without needing to read too far into the communication in hand.

But in a world that’s quickly evolving and competitors as nimble as ever, there is a temptation to use branding and visual communication as a driver for change.

Below are some basic fundamentals to help your brand stand out from your competitors:

Maintaining visual integrity: It is vital to your brand that it stays visually consistent across all areas of communication. From fonts, to color selection, to photography, keeping a grasp on the visual representation of your brand will help customers find comfort in the fact they will be thrilled on a consistent basis. Be consistent.

Vertical messaging: Whether you are developing or adhering to your brand, be clear on where your company thrives above the competition. Spreading your areas of expertise over a horizontal plane hurts your ability to stand above the tree line and be seen by potential customers. Use your branding and communications to strengthen your core.

If it’s not broke, don’t fix it: While it is important to always be evolving your brand to catch a customer’s eye, it is equally important to remember your roots. Well maintained brands can be recognized just from one color, or even one corner of a logo – think McDonalds or Apple. The reason for this is because they have not changed their core brand identity since the start of their existence. I’ve seen many companies misstep by trashing the equity they have in favor of a new look.

In summary, be proud of your brand. Keep it in your grasp and ensure that it is built and/or maintained with thought, excitement, and professionalism. Keeping your brand moving down the correct path without any unnecessary offshoots will help create obvious paths for clear and precise messaging on all levels.

A brand audit is a great place to start to get a baseline of where you are starting from.