Strong branding is the core of any decent marketing strategy: it enables differentiation against the competition and allows people to recognise products and services easily. It builds trust over time and ultimately leads to a more profitable business.
With so many more platforms through which to convey your message than ever before, from blogs, social media, apps and landing pages, it has become even more challenging to remain consistent.
‘Just Do It’ is one of the simplest, most recognisable slogans of all time – a line Nike has used for the past 15 years. Compare this with Reebok, and you’ll find that it has changed its slogan 14 times since 1987.
Branding is more than a logo design. Branding is the style, colours and images you use across all your marketing communications. In this digital world, your tone, voice and personality play an equal role. A brand has to be emotive and engaging. Remember, people establish relationships with and buy from people, not faceless companies.
YOUR BRAND CONSISTENCY CHECKLIST
1. Is your logo clearly identifiable?
Let’s start with your logo design. It’s at the heart of your brand identity. The first element of many killer logos is simplicity. Do you remember the old rainbow-coloured Apple logo? Maybe not, but I bet you have a good idea of what it looks like now.
2. Are your visuals consistent?
Your logo design, images, typography and colours should correspond with each other across your website, social media, brochures, newsletters, advertising and promotions.
3. Is your messaging clear and consistent?
The messaging for First Direct is always friendly and welcoming. I’m sure it’s no coincidence that they’re also the UK’s most recommended brand.
From their home page: Good morning. Welcome to first direct. How can we help you today? Let’s talk Tweet us
4. What’s your brand personality?
To crystallise your brand personality, it helps to think of your company as a well-known individual. Are you fun and light-hearted but with a serious side like Jamie Oliver or a traditional and established Mary Berry?
5. The acid test
Can you remove your logo, and people still know it’s you?
That’s when you know you’ve nailed it.