Branding – May, 2018

The value of brand consistency

Adherence to brand guidelines enables the execution of the visual language to be applied consistently. But, what are the advantages to rigorous brand consistency?

Brand recognition.

Outward brand consistency should be the manifestation of inner accord. That is, a congruity of purpose emanating from the brand’s core idea.

Greater brand consistency in the application of a visual identity makes a brand feel more trustworthy. Brand recognition means that over a multitude of channels the brand experience elicits similar emotional responses. Audiences should feel they know and understand the brand. It is part of building trust.

A seamless brand look across all touchpoints makes audiences feel more assured. It makes them feel better connected to an organisation. When audiences trust and understand brands they are more likely to purchase, visit or recommend them it to their peers.

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Posted by Jack Owen