Every once in a while, there emerges a point of content so critical that it ends up redefining the entire business landscape. For the longest time, branding was something that is often confused as something that was only relevant to big brands.
In other words, branding was a vertical that could only be worked upon and leveraged by big brands that were already enjoying a sizable market share in the domains they operated in. This was a huge mistake and needed to be rectified immediately.
Design became central to how the brand would be perceived by-
Successful branding strategies that carried a consistent design language could help customers form an identification with the brand, boost the confidence of the investors, and make employees feel proud and loyal to the business.
In this resource article on branding, we highlight the importance of design consistency. If you are an entrepreneur, founder, or marketing professional that is working on branding, this article will help you.
Branding and Design Consistency: What does it really mean?
There are three main areas where branding is most highlighted. Let us turn our attention to them in this section-
- Brand Image– This is the perspective and understanding that other people have regarding your brand. For example, this is how your customers perceive your brand.
- Brand Identity– This is the visual representation of your brand as demonstrated by your brand’s logo, color schemes, fonts, and other visual markers.
- Brand Awareness– Once your brand is popular, the awareness or the recall factor of the brand becomes important.
Designing for a brand goes over and above what most of us think. For many branding is all about designing a logo and plastering it all over the world, both on online channels as well as offline marketing mediums.
Not quite so.
Brand consistency means that every visual and sensory engagement concerning your brand needs to be in alignment with your business’s core strategy. Let us check out some marketing areas of your brand that should be consistent across channels and platforms-
- Color schemes
- Business cards
- Website design
- Social media
- Paid promotions
- Newspaper ads
Even if you are hiring a social media agency for events, you need to make sure that your brand is represented in the right way with consistent design.
Reasons why Design Consistency is Important in Branding
In this section, we are going to outline three major reasons why design consistency is important in branding-
Every brand should aim to alight its values with its customers. The best way to position your brand’s authenticity is by maintaining consistency in your branding. You need to remember that authenticity can lead to long-term customer loyalty.
This is why all major brands do not like to tinker with their logo or color schemes. They have had the same designs for decades. Changing the same would signal instability and this is not something that customers like.
Brands that are able to successfully execute successful design consistency are considered far more professional than the ones that go about changing everything from the ground up every couple of years.
Consistent branding that is the same on a brand’s online and offline channels means that customers feel encouraged whether they are buying from your physical showroom or your E-commerce platform. This demonstrates the highest levels of professionalism from the brand.
No brand is able to spread awareness within a few months of its existence. This is a process that deserves time, energy, and a ton of effort. Brands spend decades and millions of dollars only to evoke the ‘recall factor’ for their products, services, and brand.
Over time, when customers start seeing the same logo colors, designs, and fonts, they form an identification with the brand. This should be the objective for any brand. Awareness is key to success.
The Bottom Line
There is a reason why some of the biggest companies in the world including Apple to Coca Cola have been so consistent with their branding. Any time you see a logo in any part of the world, you immediately recognize which brand it represents. Branding helps you create a cult business and ride the legacy of branding for the foreseeable future. Are you facing any branding challenges for your business? Let us know in the comments section below.