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Consistent Branding in Six Steps

Everyone knows branding is important, but do you really understand why it’s so vital for your company’s success? A consistent brand can establish your firm’s identity and clearly communicate your company’s culture, mission, and strengths to both current and potential clients. Branding promotes a professional image that can build trust with the public and increase your client acquisition. Considering these benefits, it’s definitely worth the time to develop a well-rounded “personality” for your business. 

Once you’ve crafted the perfect brand image, it’s important to enforce consistency throughout your firm’s online presence, physical collateral, and communications. Without this consistency, even the best marketing plans will fail to reach their maximum potential. 

Let’s explore these six tips for creating and maintaining a consistent brand. 

In written communication, always use the same font. 

Your chosen font will provide an instant impression about your company’s personality and culture.  A sans-serif font may communicate a modern, clean attitude while a handwritten font exudes informality and fun. On the other hand, a script or stylized font may communicate elegance, quirkiness, or an appreciation for artistic talent. 

To maintain consistency, however, make sure to select a font that is both legible and flexible. While one font might look great on a brochure, it might not translate in an email or online document. Choose a font that will be clearly readable on multiple platforms. 

Choose a consistent color scheme. 

Much like your font choice, a consistent color scheme can instantly communicate your company’s personality to clients and the general public. Are you reserved or loud? Do you prefer a muted, professional atmosphere; or are you looking for vibrance and fun? Selecting specific color symbols may clarify the message even further. Green is often associated with nature and eco-consciousness, for example, while purple might signify royalty and luxury. Using these commonly recognized symbols can accentuate your brand and image even more clearly. 

Once you’ve chosen a color scheme, it’s equally important to use this palate at every opportunity. Remember to make your color scheme as specific as possible. Choose the exact shade and variation to be used on your logo and collateral. This will ensure a homogeneous look amongst various mediums.

Always use the same company name.  

You chose your company name for a reason. Don’t try to shorten or otherwise alter it based on a certain platform. Choose a name that translates across various channels, and use it consistently. 

Punctuation and capitalization is just as important as the wording of your company name. For example, if your name includes an article (a, an, the), you need to decide if you will capitalize it (The Financial Planning Association vs. Financial Planning Association). Whatever your choice, make sure it is clearly communicated to employees and universally utilized throughout your company. 

Design an amazing logo, and put it on everything.  

Perhaps even more important than your font and color scheme, a professionally designed logo can tell potential clients about your company’s mission, culture, and identity. Use it well and often. 

Use a Brand Guide for reference.

Now that you’ve crafted a unique brand, including a font, color scheme, and eye-catching logo; put together a Brand Guide for your employee’s reference. Make sure everyone has access to it, including contractors or others who may create documents and other works representing your brand. 

Implement your plan immediately! 

You’ve done the work. You’ve made your Brand Guide. Now, you can begin branding immediately! You want to establish your new identity and reputation as soon as possible. Right away, you and your employees can start branding your emails settings, signatures, and online content. You’ll want to discontinue any printed material without your new brand, and begin printing new collateral. From now on, you’ll use your new Brand Guide to direct any communications with clients, vendors, and other stakeholders. 

Creating a consistent brand is important to your company’s unique identity and community reputation. By following these six steps, you can create a cohesive and distinctive image for your company. If you don’t have time to DIY or you want a professional’s touch, remember we’re here to help! Browse our A La Carte services or contact us about our custom plans, Made to Measure.