The importance of branding and design continuity
Your brand is the face of your company. It is more than just your name and logo, it is the story and persona you use to connect with your potential customers. Your brand “voice” should be distinctive from the competition and authentic.
Building your brand takes careful planning and development of a brand strategy. Your brand strategy identifies the key elements of your brand including tone of voice, color schemes, logos, photography standards, etc.
Once a brand strategy is identified, it should be embodied throughout the organization. It should be reflected through your employees, your communications, signage, marketing materials, etc. The ultimate goal is to buld brand awareness with both your existing and potential customers.
Consistancy is key. After building your brand strategy, a brand guideline should be developed. This will outline all of the brand strategy: what the tone of voice is, exactly what colors are used and how to use them, accepted formats of the logo, layout guidelines, photography standards, etc. This will ensure anyone who works with your company will adhere to these guidelines for, again, consistancy.
Brand and logo recognition develops in all of us at a very young age. Make sure your brand doesn’t go unnoticed!