Consistency in branding: building a unified visual identity.

Branding defines how customers perceive a brand. And consistency is the key aspect of branding. 

Consistency in branding is the degree of similarity and harmony between the different elements of a brand’s visual and verbal communication.

These elements include but are not limited to your logo, color, fonts, graphics, slogan, and tone of voice. 

Consistency in branding can help to bridge the gap between the brand identity, which is how the brand wants to be perceived, and the brand image, which is how the brand is actually perceived.

Consistency bridges the gap between brand identity and its image. But that’s not all. 

It helps build user trust by increasing your brand’s credibility. 

Furthermore, consistency is crucial for brand recognition. 

Lastly, a consistent brand image enhances customer loyalty and satisfaction.

Understanding branding in one thing. But creating a consistent, memorable brand is a whole other story. 

Here are some expert branding tips for a consistent image. 

Brand guidelines outline the rules for your branding elements and their application in your marketing. 

They should include your brand message, tone and voice, color palette, logo, images, fonts, and copy. 

Your branding must be consistent across your marketing channels, including your website, social media, emails, ads, and product packaging. 

Imagine if Coca-Cola used green as the main color on its website instead of its signature red. And Cola trucks in its iconic Christmas ad were blue. That would misalign with your vision of the brand. 

That’s why Coca-Cola uses the same shade of red for all its branding elements. 

And you should, too. 

Your branding should reflect who you are trying to reach and what they care about. Learn their needs, wants, behaviors, and pain points. Ensure your branding elements speak their language. 

For example, people would be less likely to trust an insurance company that uses slang and dark jokes on its social media. 

However, such a content style is appropriate for a fashion brand targeting youth. 

If you’re no different from competitors, why should people choose your brand?

Find what makes you stand out. Avoid copying others in your niche. Only copy yourself to increase brand recognition.

Some brands have nailed branding. Here are some famous examples to look up to. 

Apple’s uniqueness lies in its minimalism and innovation.

Its branding consistency is reflected in its minimalist and sleek logo, which has evolved from a rainbow-colored apple to a monochrome one.

Apple also uses consistent product names, such as iPhone, iPad, and MacBook, to emphasize its brand message of innovation, quality, and creativity.

What’s the first thing that comes to mind when you hear, “fast food”? Nine out of ten (this stat is made up) would reply with McDonald’s. 

And the reason isn’t tasty burgers, but consistent, memorable branding. 

McDonald’s branding consistency is evident in its golden arches logo, which has been used since 1962 and is one of the most recognizable symbols in the world.

McDonald’s also uses consistent slogans, such as “I’m Lovin’ It” and “You Deserve a Break Today”, to communicate its brand message of fun, satisfaction, and quality.

Nike’s simple and powerful logo, the swoosh, represents movement, speed, and dynamism. The brand also uses recognizable taglines, such as “Just Do It” and “Find Your Greatness”, to motivate its target audience.

Nike managed to create a brand recognizable at first sight. 

And you can, too. Just do it. 

The concept is simple, but applying it in practice requires expertise. 

Fortunately, we have it. Contact Fullbrains to build a brand that speaks volumes.