Brand Identity- many business owners talk about this but don’t know where to begin. This is one of those things that get pushed to the back-burner behind client work and other priorities. Staying consistent and true to your identity across every business platform creates a strong brand that will prosper over your competitors.
Why is consistency so important? Well, it avoids confusion. If you handed a consumer your business card with Logo A and then he or she decide to look at your website and saw Logo B, they might think they are in the wrong place. Also, people trust things that they recognize. People choose brands that they are familiar with because they appear known, established, and therefore trustworthy.
Consistent brand identity gets everything working together so your social media, website, ads, employees and materials reinforce, strengthen and amplify one another – so the sum is greater than the parts. Only then will consumers experience a unified, consistent, and powerful sense of your brand far beyond the actual dollars you spend.
Your brand identity is being added to, molded, and stretched without anyone giving it much thought. Businesses have little cohesiveness in their image mainly because they try new things too often. You may be tired of seeing the same colors and layouts, but your current and potential customers may just be starting to grasp your distinctive identity. Keep with it and the payoff will appear.
Someone needs to be ensuring that your identity is consistent from one piece to the next and from one media to another. Your end product will strategically reinforce your message and desired public image, both visually and contextually. So, what does your brand stand for?