Consistency is the key aspect in a lot of life's achievements.
Do you want to convince that person you love them? Consistent acts of love and kindness are necessary.
Do you want to run a marathon? Consistent training and long miles will get you to the finish line.
But in business, especially graphic design, building brand loyalty takes brand consistency.
But what are the benefits? Why should you have a consistent brand?
Let's dig in and find out.
There is a certain comfort in a Starbucks experience.
Sure, for a lot of people it feels generic and lacks that local hang out feel.
To others, it represents an oppressive monopoly.
But, no matter who you are, when you walk into a Starbucks in California, you might actually believe you're anywhere in America.
You might magically walk out of the store and into Wisconsin or Alabama if you're not paying attention.
Starbucks has done one thing right. Brand consistency.
You can recognize a Starbucks from a mile away. And they designed all their stores to match.
A customer needs to see the same brand 5-7 times before they remember it.
If you want that kind of recognizability, you have to be consistent with your branding.
From your logo all the way through to your tag line and your work policies.
Most people think change is good.
But in branding, change isn't necessarily good at all.
But many brands think they need to keep their slogans and their logos "fresh."
And it's very likely that your competition feels the same way.
Which means that if you are creating brand consistency, you will be one step ahead of your competition.
Going back to Starbucks: you're probably familiar with their logo.
While the Starbucks logo has evolved over the years, it's essentially remained the same over the last 40 years, and is now one of the most recognizable symbols in the world.
This is the hallmark of their success. And they blew by their competition because everybody truly loved the experience of walking into a Starbucks for a cup of coffee.
It wasn't too long before Starbucks came around that a cup of coffee was less than a dollar. Starbucks understood that by creating a consistent, memorable experience they could create a strong brand.
So, create an experience. Something that really sticks in the mind.
Simplicity is key to consistency.
If you create too complex a slogan or tag-line, you'll be forced to change it later.
And once you create your tagline, do not change it, ever.
Walmart has used the same slogan since 1962. Here are some quick examples of slogans that helped companies blow past their competition.
Diamonds Are Forever – De Beers
Just Do It – Nike
Be All You Can Be – The US Army
When you care enough to send the very best. – Hallmark
I’m loving it. – McDonalds
Think different. – Apple
They’re G-r-r-r-eat!” – Frosted Flakes
By creating a brand, you're saying, "This is what I want my company to be."
It's one way of setting a goal.
Your company (sometimes a company can just be one person) may not even be your brand yet.
You want your brand to be larger than you. If you do this, you will inherently have objectives to meet.
If you have employees, you help your employees believe in your company by being consistent with your brand.
And getting your employees to believe in your brand should be your first brand objective.
If your employees start sharing your brand messages on social media, the will receive 561 percent more reach than what your company shares on social media.
And brand messages will be reshared 24 times more frequently by your employees.
Your employees will be the testing ground for the success of your brand.
If your employees believe in your brand, you are more likely to find that others will believe in your brand.
From there you should create more brand objectives. And if you're consistent with your brand, you will find those objectives reachable.
Have you ever experienced uncanny valley?
Uncanny valley is a theory of robotics and animation.
It states that if a robot or an animation mimics a human being too closely, it could create a sense of unease.
There is a point at which a robot or an animation could be lifelike enough for humans not to experience uncanny valley.
With animation, this is almost possible. But we aren't quite there yet with robots.
A brand can be the same way.
Maybe not create a sense of uncanny valley per se. But a brand that doesn't seem human will never succeed.
And a brand that does seem human will seem so because of consistency and logic.
Your goal should be to create an alternate identity with your brand.
Your brand needs to be so authentic and consistent that it takes on a life of its own in your customers' minds.
Human connect creates a sense of emotion. So too should your brand.
What human emotions do you want your brand to elicit?
Think about this before forming both your logo and your slogan.
And then carry these emotions to your content.
In the restaurant business, this is particularly true.
People trust that when they buy a caramel macchiato from Starbucks, they will get the same drink whether they are in New York City or Tokyo, Japan.
Starbucks built brand consistency all across the world.
And people trust their brand to deliver quality everywhere they come into contact with it.
This should be the same with your brand.
If you want people to trust that your graphics solutions are the best quality every time they want to make a purchase, then you should live up to your brand name every time.
What you do reflects on your brand. And if you are consistent with what you do, you will build brand consistency.
The most successful websites and content have consistent a user interface throughout.
A main part of the UI are the icons you use, which are as much a part of your brand identity as your logo, your slogan, and your product.
And when designing a family of icons for your business, the key is cohesiveness.
They should look like they belong with one another. They should provide harmony and unity to your content.
Customers will gain a sense of professionalism when you use consistent icon design.
How do you achieve consistency across your family of icons?
Through perceived size.
The actual size of the icons does not matter as much as perceived size.
You need the same level of detail across all icons.
They should have the same visual weight and the same stroke weight.
If you're looking to use icons to bolster your brand consistency, go to our shop at Popicon.com and check out our collections.
We can help you create excellence through brand consistency!
Comments will be approved before showing up.