Play it Again Sam

The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is that the color you are seeing in your sleep, your prospects might just be beginning to recognize, and if done well, associate with you.

Consistency cannot be stressed enough in brand development: whether it is a color or a font, where you place your logo, the schedule for newsletters and promotions, or the way the receptionist answers the phone. One predictable encounter after another carves your brand in the customer's consciousness.

Its Not All Repetition

One of my favorite advertisers is Target. Their commercials are fun, displaying the same flair and style that they market in their store. Interestingly, the logo and store name are not even mentioned until well into the spots, frequently displaying the signature bullseye in a pattern on a dress or as wallpaper in the background. Often it's not even red, still overtime I know it for a Target ad instantly.

Consistency is about recognition and familiarity, not necessarily duplication. When building brand we are trying to create attachment. Target has room to be very flexible, developing consistency through a certain style. Their continuous advertising allows enough repetition that we see the pattern in their message.

The Flexibility Trap

While Target takes a lot of license with consistency, you'll also notice that some things are always the same. The shape and scale of their logo, the pace of the message, the patterns created with their logo, the font for their name and it's positioning at the end of their ad.

The secret to remaining interesting while maintaining consistency is planning ahead. Before you start a brochure or an ad campaign, make corporate-wide decisions on your brand. What can change, what must stay the same? What colors or color palette will you stick with? What is the underlying message of any marketing direction? In short, know your brand message, the key visual elements that support it and how they should be applied. As your business grows and more people handle distributing your message, your brand stays in your control.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

---

Better Links Directory

Acquire, Then Rebrand

Acquiring another corporation usually means that the acquiring company's name... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

Brand Positioning - Brand Image

That cross-trainer you're wearing -- one look at the distinctive... Read More

How Important it is to have a Professional Logo Design for your Business?

There are a lot of things that contribute towards the... Read More

How to Work with Your Graphic Designer

As a graphic designer, I can tell you something right... Read More

Brand Value Plan - Brand Identity Guru

Developing brand value is critical to every organization and when... Read More

Personal Branding: Characteristics of a Strong Personal Brand

How many times have you been at a networking function... Read More

A good logo vs. a FABULOUS logo

If you had a choice, which one would you choose,... Read More

Articles: The Perfect Branding Tool

If you own a web-based business, you're probably aware of... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Brand Awareness - Brand Identity

About once a month a few of us at the... Read More

Are You Brand Worthy?

Branding is one hot topic, although it is wildly misunderstood.... Read More

Great Brands Depend On Attention To The Brand Architecture

Do you have the architecture in place to make sure... Read More

Pressure Washing Companies and Co-Branding

Pressure washing companies often miss what we call 'super niche'... Read More

Business Branding - How Character Affects Customers and Your Business Image

The public buys far more than just your products, services... Read More

Blonds Have More Fun!

In the book, The Blond Knight of Germany, American authors... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More

9 Keys to an Effective Logo

The right logo, with the right characteristics, will boost your... Read More

Jan Verhoeff: Brand Your Market

Marketing potential of any product is based on recognition and... Read More

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which... Read More

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

New Uniforms Could be the Gold Charm for the Golden Arches

New designer uniforms could be the gold charm McDonald's needs... Read More

The Top 10 Strategies for the Positioning of Success

Many businesses of today are often driven to compete striclty... Read More