[avatar user=”Samantha K” size=”45″ align=”left”]
When you are in the process of building your brand. think “brand continuity”. If you are establishing a product or company, make sure your logo branding remains consistent across all of your items.
Why is brand continuity so important? Think of it this way: How can you spot Coca-Cola? This soda is always packaged in red and white, has a notorious logo, and most commercials involve a cute polar bear. Every time they have an advertisement, the aspects of the previously mentioned points are present. Whenever we see Coca-Cola on a shelf, we know exactly what it is, whenever we see a TV commercial, we know exactly what it’s for, and whenever we see a billboard advertising it, we know exactly what it’s referencing. Why? Brand Continuity! YOU can do the same for YOUR brand!
If you want someone to recognize your brand, you must make every effort to be consistent.
It’s important because it’s what your customers and hopefully future customers will recognize. Logos, color, and design are extremely important. It’s what makes your business stand out from others. Each aspect of your company must incorporate the same logos, colors, and designs. Each business card, Facebook business page, website, and brochure must be consistent with your business’ branding. If it it’s not, how will your customer identify you? How will they set your company apart from your competition? Customers will end up being confused. It’s as simple as this: if you are not consistent with your company’s branding, you will not have consistent customers.
I recently was viewing the website of a local restaurant. It looked like a nice place, a place I might take my aunt or elderly neighbor. When I skipped over to their face book page, I saw a very different place. This Facebook branded place was young and fun and looked like a place I’d want to go to for a “girls night out”. No brand continuity, now I would have to dig further to understand WHO they were. And frankly, I can’t be bothered, so I blew them off and went on my way. They lost me in that moment…this is a very typical scenario.
Starting at your business card and extending through your printed material to you website to your Facebook cover photo, make sure these elements are aligned with each other to form a solid brand foundation and maintain brand continuity. Why is it so important?