When searching for a soul mate, you seek for anyone this is smart, funny, being worried, alternatively above all — consistent. On account of in the event you’ll invest your life in a person, you need anyone you’ll have the ability to accept as true with, right kind?
Falling in love with a brand isn’t all that different. Producers pull us in with witty slogans and smartly timed discounts, alternatively that’s not the only reason we stick spherical. Believe it, inbound promoting and advertising is all about content and communication that people love. The essential factor to being your leads’ and shoppers’ soul mate, then, is providing brand consistency they can rely on.
Alternatively how? What’s at the center of name title consistency is your message, and promoting and advertising plays a huge serve as in that. In this post, we’ll dive into what branding consistency is, its importance, benefits, and percentage 15 businesses that have finished a stellar procedure showing it.
The Importance of Branding Consistency
Branding consistency gadgets the stage for a business to reach and care for credibility and accept as true with. You wish to have to position your brand and its content material subject material by hook or by crook that appeals to its target audience and lift that exact same messaging over time. In any case, your shoppers are hanging their accept as true with in you, and prefer each relationship, you need the basis to be dependable and loyal.
So, not most effective is this concept essential in business methodology, alternatively the benefits talk about for themselves.
Benefits of Brand Consistency
Care for purchaser expectations.
When growing promoting and advertising content material subject material, your group of workers can percentage collateral that delivers the equivalent visual cues from emblem, color, and tone that won’t negatively have an effect on customer perception. This standardization of branding let’s them know exactly what to expect each time they come all through your enterprise.
Align separate business units.
In creating a uniform brand identity, business teams create more than a few varieties of content material subject material all through departments that still ring true to clearly specified brand guidelines. While each group of workers won’t be running on the equivalent tasks without delay — the logo’s story will however shine by way of.
Resolve a additional visible, uniform identity.
Producers which can also be repeatedly presented are 3 to 4 times more vulnerable to experience brand awareness and visibility. Merely think about the iconic Nike swoosh, or Adidas’ signature stripes, the ones consistent visuals let shoppers know what brand a product comes from inside the blink of a watch mounted.
Now that we’ve long gone all through the importance and benefits of branding consistency, let’s check out some producers that have used it successfully.
Branding Consistency: 15 Brand Examples
Well being amenities can be intimidating to the average person. GymIt gets it, and takes the intimidation out of the equation by way of chatting with its clientele like precise people. The Boston-based gymnasium calls itself “hassle-free” and keeps working out simple.
One of the most an important brand’s slogans is “Get In, Art work Out” — clean, to-the-point, and suave. To finally end up that GymIt does now not cater to protein-shake, bodybuilder types, its promoting and advertising does now not take itself too seriously, each. Beneath are some snapshots of GymIt’s playful copy all through social media, merchandise, and unintimidating site.
The cloud-based document sharing platform, Dropbox, is very good at consistent design and personalization all through channels.
You won’t to search out any Dropbox verbal exchange or platforms without its signature open, blue box emblem shut through. This style is behind all of the brand’s designs, whether or not or now not it’s a graceful homepage or an inventive error internet web page. Dropbox’s e mail promoting and advertising aligns with that fun, artsy messaging. See the screenshot underneath of a couple of vibrant collateral found out all through.
This staff donates 100% of its donations to building water wells in Africa where women and youngsters use yellow jerry cans to carry water once more to their villages. charity:water’s emblem is a stylized jerry can and not most effective keeps the branding praise all through channels, alternatively keeps the issue the charity is helping transparent up easiest of ideas, as smartly.
While many typical nonprofits persist with old-school promoting and advertising ways, charity:water recognizes that so that you can inspire people to fortify a goal, you wish to have to have inspired promoting and advertising. The crowd’s birthday advertising marketing campaign has attracted supporters in kind which charity:water uses to show how nonprofits can be trendy — the use of jerry cans in annual Charity Ball runways. This brand consistency makes it a leader in reinventing nonprofit promoting and advertising.
4. Naked Pizza
Naked Pizza — a revealing establish for a excellent brand. This business offers healthier pizza than the average chain by way of the use of most effective all-natural elements and a crust full of grains and probiotics. Naked Pizza’s promise of all-natural is enforced by way of its refreshing style and tone noticed all through its promoting and advertising assets.
Like GymIt, Naked Pizza suggests it does now not take itself too seriously and that pizza can be guilt-free and fun. The emblem is lovably sarcastic and keeps its design clean and engaging while talking its delicious message.
5. Wells Fargo
You shouldn’t have to use conversational tones or playful designs to be an attractive brand. Wells Fargo, a primary monetary establishment world, keeps its messaging typical and old-school — in a great way!
The emblem is devoted to its core values, at the side of ethics and hanging shoppers first, they generally keep in touch this repeatedly by way of font, colors, layout, and protective its emblem ever-present all through channels. Its slogan “Together we’re going to go a long way” conjures up copy that is rooted in family and building relationships.
6. World Natural world Fund
This staff fights for a very good goal with great promoting and advertising. The WWF’s style and imagery create a mood all through channels that forces you to reflect for a 2nd on how we maintain our flora and fauna and ecosystems.
Beneath are 3 examples of the way in which the logo communicates that exact same tough message in inventive, thought-provoking ways. Its emblem, print ad, and interactive piece all have a darkness to them by way of suggestive messaging or tone because of how important the issue is.
7. Warby Parker
Warby Parker “creates boutique-quality, classically crafted eyewear at a contemporary worth stage.” The emblem communicates this boutiquey vibe by way of all its promotions and promoting and advertising assets.
For example, Warby Parker offers a luxurious touch to possible shoppers by way of sending 5 pairs of glasses to try on without cost (easiest left). Attention to style could also be obtrusive all through channels: its site (bottom left) is clean and easy to navigate. Even its annual report (bottom right kind) feels “classically crafted.” The emblem calls its style “vintage,” and its Citizen’s Circus match at SXSW was once as soon as dripping with vintage touches from signage to tents.
The worldwide home made cosmetics company, Lush, believes in “making environment friendly products from fresh pure vegatables and fruits,” and in “happy people making happy cleansing cleaning soap.” Lush shops, products, packaging, and staff (easiest right kind) all tell that story.
Lush’s determination to natural, pure elements is totally aligned with how it presentations its products (bottom left); Lush’s soaps, powders, and shampoos take a seat down in their raw form in-store until the cashier wraps the product up once it’s purchased. Foregoing packaging oozes a natural vibe. Products that require packaging, like face masks (easiest left), don’t cover the elements and encourage shoppers to recycle after use. All packaging moreover has a sticker on it with the face and establish of the employee who packed it. Each and every piece of marketing collateral at Lush has a personal, no-frills approach.
Boston-based burrito company, Boloco, pays attention to consistency in detail in its online and offline promoting and advertising. The emblem’s slogan is ‘inspired burritos’ and its menus, flyers, napkins, events, site, and other collateral all have a playful, hand-made touch that implies the business is fueled by way of more than tortillas and guacamole. Boloco partnered with Lifestyles is Good by way of making a yummy Lifestyles is Good burrito with 50 cents of each achieve donated to the company’s charity, Lifestyles is Good Playmakers; this partnership fits with Boloco’s inspired brand utterly.
Boloco keeps branding praise by way of the use of a playful signature font. Without reference to the marketing channel, we go loco for Boloco’s consistency.
10. Museum of Sure Arts Boston
Boston’s Museum of Sure Arts promotes its brand right through the city and beneath its private roof with such finesse in execution, that the logo’s presence is at all times extraordinarily recognizable, however however subtle. All MFA Boston promoting and advertising assets are easy to connect with the availability.
The emblem has a two-tone color palette on all collateral, with purple being the MFA’s signature color. Beneath are examples of its use of color, along with its repeatedly minimalist design on an employee’s apron, outdoor banners, site, and brochure. With a museum full of vibrant exhibitions and impressive canvases, the MFA keeps its private branding simple alternatively tough.
Intercom is an web buyer enhance platform. “Treating shoppers with respect will at all times be superb for business,” the logo says. “And we imagine that making shoppers bounce by way of hoops to try to get lend a hand is incredibly disrespectful.” Looking at Intercom’s various varieties of verbal exchange and promoting and advertising ways, it’s visually obtrusive how so much it doesn’t want its shoppers to “bounce by way of hoops.”
The emblem pieces knowledge in a clear, entire approach by way of the use of imagery instead of written explanations. In any case, a picture says 1000 words. Intercom introduces its company with photos other content material subject material with simple graphic design. Sexy me with visuals without a doubt takes hoops out of the equation.
12. Innocent Drinks
Innocent Drinks is a playful smoothie and juice brand from England that keeps its innocent reputation tough with promoting and advertising that can make you feel like a kid over again. The meta description reads: “hello, we’re innocent and we’re proper right here to make it easy for people to do themselves some superb (whilst making it taste nice too).” How cute is that?
Beneath are examples of additional pretty approaches to branding like its Facebook sport (easiest left), product pictures (bottom left), and inventive site navigation for the logo’s annual match, Fruitstock. Innocent Drinks stays true to its personality in its tone and inventive execution.
Zendesk is a cloud-based buyer enhance device device that has built a fascinating brand by way of swish, vibrant design. The “zen” in this company’s branding can be noticed by way of its mellow yellow and natural color palette.
It’s essential to keep in touch a continuing brand image to the sphere, alternatively Zendesk recognizes that consistency comes from within as smartly. Its workplace carries the theme to stick the feeling tough within company walls. The emblem’s signature green is used repeatedly all through channels and compliments the logo’s identity.
14. Lululemon Athletica
Sports clothing producers steadily promise that their products will make you a better athlete, alternatively the process and tough artwork it takes to get there’s from time to time forgotten. Lululemon Athletica, a yoga and sports clothing brand, keeps the act of working out alive all through its assets. The emblem hosts unfastened yoga classes in its shops, along with public outdoor classes.
Its confirmation e mail (easiest left) for turning into a member of its mailing tick list is a huge image of a lady doing yoga, and the logo’s Twitter profile (easiest right kind) presentations yoga mats able to be rolled out. The emblem designs yoga garments and power, so why skip to the gratification of doing it while you’ll have the ability to cultivate a way around the process?
ZocDoc is an web service for finding and booking appointments with physicians to your home. The emblem objectives to reinforce get entry to to healthcare, and it communicates the advantage of the process with caricature mascots all through all of its promoting and advertising verbal exchange channels.
In any case, cartoons make us actually really feel like kids over again, and boy, were problems easy once we were kids. See ZocDoc’s interesting collateral on the site’s personal account internet web page.
Assemble Upper Branding Consistency
Now this is soul mate subject material, right kind? Numerous the ones producers use playful, inventive, and conversational tones, while others want additional important, thought-provoking approaches. Without reference to the tone, you will have to without a doubt keep it consistent all through all channels to offer your shoppers a brand they can rely on.
Editor’s remember: This newsletter was once as soon as first of all published in March 2013 and has been up to the moment for comprehensiveness.