A brand is more than a company’s logo or tagline. It is the personality and soul of an organization. It’s the promise a company makes to its customers. A brand is everything an organization stands for and everything it delivers. Maintaining consistency in branding across all channels and in all marketing collateral is crucial to building trust and relationships.
Trust is integral to customer retention. For an organization, trust is created through consistent branding (Lucidpress). Equipping a company with the visual and verbal standards to support a brand’s strategy and positioning enables company employees and marketers to present a unified voice to both prospective and existing customers.
Brand standards guides run the gamut from very basic to extremely detailed and descriptive. The more fleshed out a standards guide is, the less chance there is for designers and marketers to produce messaging and collateral that is warped and disjointed. Brand guidelines should be easy to understand, readily available, usable and up-to-date. The minimum requirements for a standards guide should be the following:
What’s better, a more detailed standards guide helps designers and marketers stay on the right track when producing branded collateral:
All designers and marketers should be trained on how to use the standards guide for their company to ensure that all content producers are fully versed in both the approved visual and verbal messaging for the brand. All content — websites, brochures, packaging, business cards, social content — and the rest — should adhere to the company’s brand standards.
According to Lucid Press’ publication The State of Brand Consistency (2019), marketers and company owners feel that inconsistencies in branding have the following negative impacts:
The entire purpose of branding an organization is to build trust and loyalty through recognition. Branding creates credibility. And in order to be credible, a brand must be consistent in their messaging and visuals. (Lucidpress)
Remember, a brand only exists in the consumer’s mind; it is the sum total of impressions a customer has based on every experience and interaction they have had with your company products and services. (Lucidpress)
It’s all in the eye of the beholder.
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