Consistency is key

It may seem simple but one rule to follow when creating and building a brand, to ensure its success, is... consistency. For a person to relate to and want to buy into a brand, they need to feel assured they are dealing with a professional, reputable and most importantly a trustworthy company. If the message of a brand is continually consistent, they will become familiar with the values that brand holds and a relationship can develop.

Like many things in life, first appearances count. It is essential for your company to maintain a consistent look and feel from the outset, from the logo, colours, fonts, style of photography, down to the use of language and even the detail of the type of stock your promotional literature is printed on. These visual elements help build the brands message and core values and if these appear disheveled, the authenticity of the brand is compromised. If a company is communicating in an inconsistent manner, the message becomes confused and it becomes difficult to understand exactly what it is they do. And if the face of the company is confusing, it makes one wonder whats going on behind the scenes.

'Brand guidelines' provide information and guidance for the visual style of any piece of communication - this ensures anyone involved with marketing / designing for the brand will know exactly what style, size and colour of font for example is appropriate and takes out room for error. The brand guidelines should be referred to for all aspects of a companies portfolio of communication, from its online presence to its promotional marketing material, to ensure a consistent look and message comes through.

If you would like support in creating 'brand guidelines' or if you are just starting out and would like help with creating your brand and how best to communicate your message, please get in touch.