What is a brand identity?
Your brand identity is a series of unique characteristics that help your company to stand out from its competitors. A few of these characteristics include your company name, logo, color scheme, fonts, tone of voice and company values.
All of these characteristics that make up your brand identity should be consistent throughout all your marketing channels. If you’re using a certain logo and colors on your website, you need to also be using this logo and colors on signage and on flyers. Any inconsistencies could cause consumers to get confused – if your flyers contain completely different branding to your website, consumers may even assume that they belong to two separate companies.
How to keep your branding consistent
Ensuring consistency isn’t always easy if you’re not the sole person promoting your brand. For instance, you may have employees handling various marketing tasks, or you may outsource various marketing companies. Getting them all on the same page will help your branding to stay consistent. Here are a few ways in which you can do this.
Know specific details for fonts and colors
When choosing a font, make sure to make a note of its name so that you can use it in all your branding. When it comes to color choices, try to find out what the exact RGB color value is so that it can be easily replicated across all forms of marketing (color consistency is discussed in greater detail here https://www.wiseworksafe.com). Some companies fail to make a note of these specific details and find it hard to replicate them, resorting to similar fonts and colors that are slightly off.
Use template software for documents
Template software as found at https://www.templafy.com/ can help you to maintain a consistent brand identity through various documents. Everything from the fonts to the logos to the format can be easily replicated across a variety of media. It will save you time when creating documents and make it easy for employees to produce documents while maintaining your company’s branding.
Use writing style guides to maintain tone
Tone of voice is an important brand identity characteristic that is often overlooked. When creating social media posts, blog posts and other written content – it’s important that you use the same narrative voice, the same level of formality and the same characteristic buzzwords. Creating a style guide can help all writers to achieve this. https://intelligentediting.com has more tips on building a style guide.
If you re-brand, remember to change everything
A time in which branding can often become inconsistent is when taking the decision to re-brand a business. It’s important that all forms of marketing are altered to reflect your new brand identity. This could mean updating your website, cancelling any online ad campaigns and getting rid of old business cards and flyers. Leftover remnants from your old brand may confuse consumers – especially if you’re making major changes to your brand.