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Consistent Designs and How They Reinforce the Brand

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There is no doubt that the importance of branding has increased over the years. Unless you can turn your business into a brand, you won’t be able to catch the attention of your target audience. You have to make it easier for people to remember your brand. There are many factors that go into creating a brand, from the logo to the color scheme you use. One of the most important factors in this regard is a consistent design. You have to make sure the design of your brand is consistent in every aspect. Over time, your customers will come to expect some things from you. Brand consistency is among them.

The brand design is a representation of your company. It has to deliver the message of your business. If the design doesn’t fit into the theme of the company, there is no way you will be able to communicate effectively with your target audience. You cannot convert potential customers into customers without communicating with them and grabbing their attention. This is why the importance of consistent design as far as your brand is concerned is greater than ever.

Do You Need a Great Design?

This is the most pertinent question which comes to mind when deciding on the design of your brand. Does your brand have to be great or can consistency turn a mediocre brand design into a great one? This is something that cannot be answered with complete certainty. That being said, it is advisable that you pay attention to all aspects of your brand’s design, whether it is the choice of colors or the tone of the content you address to your target audience. You have to make sure the brand design is well received by your target audience even if it isn’t extraordinary in any sense of the word.

The Importance of Consistent Brand Design

There are numerous reasons why it is important that your brand design be consistent. Here are a few of the most important ones:

  • The first and foremost reason for brand consistency is to create brand loyalty. Consistency of branding is a reflection of the mindset of the company and how it intends to help its customers. If the branding is consistent, the customers will perceive them as being reliable and consistent in all other aspects of business as well. This is what helps you create long-term relationships with your customers, a byproduct of brand loyalty.
  • Consistent brand design also helps create a sense of belonging and nostalgia. It is a reminder to your target audience of why they were attracted to your company in the first place. Think McDonald’s and your mind immediately goes to a large, yellow M sign. The shape of the sign may have changed over time but it remains a large, yellow M. This is a great example of brand consistency and how it helps foster a sense of belonging in customers.
  • You can create a unique identity for your business through consistent branding. Even if there are many competitors in the market for the products and services you have to offer, setting yourself apart is what will help you get an edge over them. This is why you should come up with a brand design and stick to it all the way.

These are just three reasons why it is important to maintain brand consistency. In each of the three benefits, it is clear that consistency of design enables the company to reinforce the brand and attract customers. Moreover, you can also retain the customers you already have in the bag. If your design remains consistent, it will be seen as the business remaining consistent over time. This can prove to be extremely important in the long run.

How to Maintain Consistency of Design

Design is one of the components of a brand. It takes more than a logo and a letterhead to come up with a brand design. They stand for nothing if your customers don’t know what the logo stands for. Continuing with the example mentioned above, it took several years for McDonald’s to be recognized by its logo. Yet, it was just one of the components of its brand image. From the packaging to the promotional materials they printed, everything was consistent. One look and you could tell that a particular ad was for McDonald’s.

There are numerous things that need to be kept in mind to maintain consistency of brand design. It is a process that has to begin from the outset. If the brand is not established with a view to maintaining a consistent design, only then you can keep it that way.

  • The thing about a brand design is that it should help customers remember your brand. In other words, the brand design should make it easier for customers to remember your brand rather than easier for them to forget it. This is why it has to be eye catching and creative. Moreover, you have to ensure that it isn’t remotely close to the brand design of any other company. There is no point in being consistent if your brand design is not memorable.
  • More importantly, you have to ensure the message of your company is carried forward by your brand design. This is especially important for companies that aren’t too old yet haven’t been in the market for too long. You have to keep in mind what your company stands for. If that isn’t reflected in the brand design, you will end up driving customers away rather than attracting them.
  • You also have to remember who your target audience is when coming up with a brand design. If your products are geared towards youngsters, you have to stick to a brand design that is youthful, bold and exciting. On the other hand, if you target older consumers, you have to keep the design staid and professional. This is something extremely important and an area where consistency is paramount. If your brand design is conflicting, for instance a new logo going against the one you had previously, it will detract customers from your brand.
  • Obviously, you have to take into account the products and services offered by the company when coming up with a brand design for it. If it is a fast food restaurant you are branding, you cannot go for symbolism or imagery or color scheme that is more in line with clothing brands.
  • Lastly, you have to finalize a color scheme for your business and stick to it. McDonald’s is a great example in this regard as well. Moreover, the blue of Pepsi and the red of Coca Cola are further example of keeping the color scheme consistent.

These are some ways you can ensure you retain consistency as far as the design for your brand is concerned.

How It Helps Reinforce Your Brand

You would have some idea of how consistent designs help reinforce the brand based on the examples given above. Here’s an overview of how a consistent design helps reinforce your brand:

•  One look at your brand design and customers will recall it. This is a great way to target customers through various channels. Imagine a person seeing your logo outside your business location and then viewing it in the sidebar on Facebook.

  When you use a consistent design on all platforms of online marketing part of your strategy, you reinforce the brand. A person who views your brand design on your website and then on social media websites will remember it right away.

  It recreates the experience customers have had with your brand. If their experience is positive, reminding them of your brand through consistent design is one of the best ways to retain their business.

As you can see, there is no doubt that consistent brand designs are important and they help reinforce your brand in an effective way.

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