4 Ways to Improve Consistency in Your Branding
AUGUST 7, 2012:
Kirsten Rhody, Business Development Representative
Branding Marketing Strategy
How can marketing professionals improve brand consistency and ensure branding discipline in their organizations? Here are 4 tips to help you do just that.
Develop a brand standards manual. This manual should include official logos, logo usage, colors, fonts, typography, image use and so on. It’s also important to consider messaging and editorial standards to ensure consistent messaging.
Appoint brand champions. Brand champions are key staff people who help you encourage the proper use of your company’s brand. Properly trained, brand champions will work with other departments to ensure the use of your brand is in accordance with your brand standards manual.
Remember consistency is king. Using your brand the same way across all media ensures that the perception your customers and employees have of your organization is most closely aligned with the perception you want to build.
Conduct a brand audit. Collect all printed materials from different departments, offices and/or locations and compare them against your brand standards manual. Do they all conform to the recommended color, size, and logo treatment specified in the manual? Is the language aligned with your editorial standards? Comparing materials gives you the ability to assess where your brand might be straying from the intended look and feel.
Have you recently improved consistency in your branding? Share any tips or words of wisdom below!