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<\/div>2. Is your brand consistent?<\/h3>\n
Brand identity starts with the name of the business<\/a> and the company logo<\/a>. But a brand is more than the name and logo. It encompasses your brand’s overall visual identity, messaging, and execution.<\/p>\n An inconsistent brand is a confusing and unreliable brand. These are traits that drive customers away, not attract them.<\/p>\n Inconsistency is a sign of ill-health in any brand.<\/p>\n If your brand constantly changes, it’s hard for customers or clients to wrap their minds around what it’s about. And, it’s even harder to gain trust, confidence, and customer loyalty.<\/p>\n Your brand and sub-brands<\/a> should look the same on every platform.<\/p>\n The colors<\/a>, visual styles, and fonts on your website should look like your business cards<\/a>, which should look like your social media accounts, which should look like your business\u00a0logo, which\u00a0should look like your… you get the idea.<\/p>\n Visual consistency helps build recognition of your brand.<\/p>\n When Nike debuted its famous “Swoosh” logo, it wasn’t famous – yet. But, they placed it on every ad campaign, every shoe, and every piece of Nike-branded<\/a> merchandise. Today that logo is shorthand for Nike, “Just do it.” and athleticism in general.<\/p>\n Consistent\u00a0branding delivered the ultimate prize – instant brand recognition.<\/p>\n A visually consistent brand also allows customers to identify that they’ve found what they’re looking for –\u00a0your<\/em> business.<\/p>\n The internet is full of websites; some reputable, some not. Creating a consistent visual brand that clients and customers can easily recognize and using that visual brand everywhere<\/em> reassures them that they’ve found you<\/em>.<\/p>\n Whether I walk past a Blaze Pizza, open an email from Blaze Pizza, or visit Blaze Pizza’s website, I immediately know it’s them. Their orange and tan color scheme, unique font, and logo are easy to recognize in all of their decor, marketing, and store collateral.<\/p>\n They’ve created a distinctive and consistent visual brand.<\/p>\n Get your brand in shape<\/strong>: Use your logo consistently on all of your branded material. Define a brand style guide<\/a> that guides how your brand will visually appear on all platforms to create a consistent visual brand identity. And if you’re disappointed with your visual identity, this may be a good time to rebrand<\/a> and create a unique, visually consistent brand.<\/p>\n Your brand needs a cohesive message. And, ideally, that message should come from your business’s core values and strategies.<\/p>\n If your brand tries to be too many things at once, the message becomes scattered, and the brand grows diluted.<\/p>\n3. Is your brand visually consistent?<\/h3>\n
4. Is your brand message consistent?<\/h3>\n
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