Your brand is the personality of your business. Like people, brands have their own image, tone of voice and behaviour and brand consistency is crucial to creating a successful brand. Cue Silverback Studios!
If you are creating a new brand then a good starting point is to define a clear strategy – be clear about your brand values, what your brand stands for and who you are talking to.
Once you have a clear brand proposition, you can start to build a visual style – for example, a single logo, colour palette, font family, imagery and tone of voice all based on your brand proposition. By building a strong brand look, you will help the consumer recognise your brand and help it stand out from your competitors.
Whist your visual look may change over time, your core proposition will remain unchanged. The brand will evolve, the products you offer may change but what you stand for will remain. Successful brands constantly innovate, such as Apple, for example.
Of course brand consistency goes further than just how your brand looks. It’s important that you can live up to your brand values. How many times have you bought into a brand only to be let down by awful customer service?
It’s important also that the brand is delivered consistently internally. Your staff are your biggest asset and also advocators or your brand and the products you sell. If they feel good about the company they are more likely to recommend. Virgin is an example of a company that is known to look after its people; Richard Branson believes that you can create a great place to work by taking care of your people. He believes that your employees will directly impact the outcome of your business. More and more companies are seeing now the benefits of looking after the well-being of their staff.
Brand consistency creates, recognition, clarity and purpose for the consumer, which is turn creates brand loyalty. If consistency in not used then it is possible that the consumer could become confused and even mistake one brand for another, giving the other company the credit. So a distinctive, consistent brand is essential.
Malcolm Gilbertson, Founder and Creative Director at Silverback Studios says ‘Many clients come to us asking for a new logo but we encourage them to think about their brand as a whole; from brand strategy, to visual identity and to consider how the brand will engage with both consumers and staff. Brand consistency is crucial to building successful brands’.
A bit about Silverback Studios
As a full service agency we pride ourselves on being able to cater to all your brand’s requirements; from brand strategy, naming and logo design to guidelines, print, website design and digital media.
Our clients’ aspirations always come first, so we listen to what you need, bring fresh thinking to your brand and help you get the best results for your business. Working closely with our clients we deliver Powerful, Intelligent Design.