Your brand is an artistic representation of your company and its products or services. And like art, a brand has the power to evoke emotion and drive behavior. If you treat your brand like an art form, and keep it consistent, you can influence viewers emotions and purchasing behavior. Here are three keys to keeping your brand consistent.
1. Set Brand Standards
Like art, there are fundamental visual elements to a brand: color palettes, fonts, design, photos, videos, etc. Then there are the more intangible and implied elements which include portrayal of ideas, tones, stories and moods. Together, these fundamental elements are what make the brand. It takes hard work and ingenuity to create your brand, so it is important to document “brand standards” and adhere to them.
Michelangelo perched himself on scaffolding and almost went blind in order to stay committed to his artistic standards. Now that’s extreme dedication! But no need to go that far, you get the idea.
Key takeaway: Decide on a brand standard and dedicate yourself (and others in the business) to it!
2. Keep Product Consistent with Your Brand
If a picture tells a thousand words, then what is your brand saying? Is your brand effectively communicating the product or service?
Your brand is in a symbiotic and commited relationship with your product or service. Each influences the other. Your brand needs to portray your product and company accurately (and vice versa).
For instance, if you’re a luxury brand, your product or service should be luxurious. Companies that embody luxury such as Mercedes, should also deliver this luxury in the product. This is critical to your brand because a brand that promises one thing needs to deliver. And by delivering what you are promising, you are providing your customer stability and a rewarding kind of dependability. Just like any great, long-lasting relationship.
Key takeaway: Your brand and product need to be consistent with each other.
3. Keep change to a minimum and strategic.
Remember when Coke tried to change their recipe? Many people found that very off-putting. Apply this to your brand. If you have a loyal customer base, odds are your brand is doing something right.
Drastic changes may not be needed, unless if something is critically flawed. The rule here is to remain consistent. If slight alterations are needed along the way, make them subtle.
Key takeaway: A brand overhaul is not always necessary. Give it thought before changing the brand drastically.