Consistency for Recognition
What’s In Your Branding?
There are several factors that play an important role in establishing your brand. When most people think of branding, they usually think of elements such as logos and colors. However, there are several other components that also play a role in establishing your brand identity.
Establishing consistency is a staple in your branding presence. It is crucial that your brand keeps this consistency across all of your brand’s touchpoints. This includes social media, print advertising, vehicle wraps, radio ads, videos, websites, and even in how you present your brand in person. Each of the following elements can assist your brand’s recognition across all mediums.
Logos
Logos are the focal point and often make the first impression of your company or brand, making it imperative that it should be memorable and should stand out in a crowd. Professionally designed logos come in a wide variety of styles, shapes, colors, and complexities; however, some of the simplest logo designs are also some of the most effective and immediately recognizable all over the world like FedEx, Nike, and Google.
Colors
Colors can naturally convey emotion and feeling, as well as establish a continuing theme. The colors that represent your brand are important: they have a lot of weight in the way your brand is perceived. Nationally recognizable brands are typically associated with one or two colors; three colors may also be appropriate on rare occasions. There’s a pretty good chance you can recognize your favorite brands just based off of their iconic colors.
Fonts
Does your font pairing represent your company accurately? Beyond font families, do the weights of your selection convey the tone you are trying to portray to the public? Choosing the right primary font as well as complimentary secondary font are another crucial step in establishing your brand identity. Consistently using the same fonts in your marketing strategy is critical to developing your overall brand’s identity.
Layout
Having consistent layouts across all of your brand’s platforms and marketing materials is another critical element to ensuring brand recognition among your company’s current clients. By using consistent iconography elements and brand colors in your layouts your clients will instinctively recognize your formatting to quickly locate the information they’re looking for, whether it’s promotional details or special offers.
Textures/Patterns
This may be one of the most overlooked elements when it comes to putting together your brand. Texture, like color, can also help to set the mood for your brand. For example, clean patterns would do well for an elegant brand like Louis Vuitton, while grunge textures can really establish the perfect mood for a certified general contractor or for a musician’s brand depending on the genre.
Iconography
Iconography is used across all kinds of print and media advertising and possess various styles that can be immediately and effectively attributed to your brand. Just like textures, icons also play a subtle yet important role in your brand’s perception to the public eye. Icons often work well when space is limited, but something eye-catching can make all the difference in your strategy.
Photos/Illustrations
Establishing consistency across the images you use is essential for creating a strong brand image. Selecting photography and illustration to represent your brand is an important decision. Think about the images chosen to represent your brand’s color, personality, and message. The images you choose should be considered carefully to ensure they represent your brand.
Graphic Styles
From modern flat to organic illustrations, there are many different graphic styles that your brand can apply to visual communications. When applied consistently they are effective at evoking emotions and conveying an overall tone through design. Your chosen graphic style should compliment and reinforce the other facets of your company’s brand style.
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