How to Maintain a Consistent Brand
In branding, consistency is key. Pick one logo and one slogan. The integrity of your original logo must be maintained. Every time your logo is replicated it should be the same proportion, as the size will often change according to the media. The colors should also remain consistent, but the background color can change to match the color of the background it’s placed on. Sometimes your logo may be presented in black and white.
Some organizations develop style guides to ensure they present consistent messages to their audience. A style guide is a set of standards used for the writing and design of documents. Grammatical and graphic consistency is important to in order to maintain a cohesive organizational identity.
A strong slogan will incorporate a Unique Selling Proposition. A Unique Selling Proposition must have three specific components to be effective.
- It must tell the customer “if you use this product or service, you will get this specific benefit.”
- It must offer either uniqueness of the brand, or a benefit not seen elsewhere in the product’s market.
- The proposition must be strong enough to attract new customers to your product.
For example, FedEx has used various slogans such as:
- “Relax, it’s FedEx.”
- “The world on time.”
- “When it absolutely, positively has to be there overnight.”
However each of these slogans maintains a consistent Unique Selling Proposition.
Once your brand has been thoroughly established within your industry you can refresh various elements of your brand. It’s okay to evolve, just make sure you don’t confuse your customers. Delta is a great example of successful rebranding.
Delta unveiled its updated brand on April 30, 2007. The new brand honors Delta’s heritage, while at the same time reflecting a modern look for an airline that is focused on the overall customer experience.
The Takeaway
Your organization should be concerned with developing a well-positioned brand because you will gain insulation from your competitors, loyal customers who are less price-sensitive and ultimately a financial asset.
Tags: Branding, communications, logo, slogan, unique selling proposition
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Good points! Whether you’re a large company or an individual, branding should be at the “core” of your communication plan. Thanks, I will share with local non-profits in Citrus County, FL.