Often in business, we have so many great ideas and different avenues we want to walk down and that’s great! As entrepreneurs, it’s necessary to be ready to grow, to thrive, to reach for more. The pitfall is how easy it is to allow your business to be inconsistent, often in the way, it’s branded.
What is consistency in a brand? A prime example, if you see a rounded, yellow, ‘M’ what is the first thing that comes to mind? Yes, McDonald’s. How about a cherry red target? Target, of course. Not to mention the famous Nike ‘swoop’. You see the image and instantly know the name with nothing else needed. We recognize these symbols immediately! They’re a few of the biggest brands in the world, and they got that way by staying consistent with their brand. You know what to expect when you get something from them, and you can immediately identify them on sight. By using consistent colors, fonts, and one specific message to get across their businesses have stood the test of time.
Consistency does not mean that all your advertising should be the same. Especially with the constant wave and trends of social media, there are countless ways to share your message and showcase your brand. However, it should look like it’s coming from the same company. We do this by knowing the message and values of the company. Are you fun, innovative, serious, traditional, or modern? An eco-conscious brand would be different from real estate, or a pet food retailer. Have a palette of colors that identify with who you are. A great tip is to look up how colors make you feel. Certain shades of blue are calming and tranquil. Red can be powerful, alerting and energizing. When you know the message and tone of your brand, the colors simply allow that to shine through!
By visually identifying your brand consistently people will begin to recognize you, refer you to others and your business will certainly grow!
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