Brand Consistency – Three things to manage
Brand consistency is all around us – everywhere. Stop lights, pedestrian crossings, exit signs, emergency vehicles. They are all recognizable to us because they have been branded. All we are talking about is keeping the look and feel of your business consistent, ALL of the time.
1. FONTS: Make sure you always use the same fonts in the same ways on your materials. The Uptown Studios logotype is the font Futura, but we use Helvetica in all of our text and letters. This helps everyone at our studio do the same things, the same way, so when you see something about Uptown Studios, it becomes recognizable – and perhaps “memorable” like “EASY, FUN and POPULAR!” – one of the Uptown Studios branded messages.
2. COLORS: Once you have an approved logo designed you want to pull everything together with the use of colors. You should have a style guide that will help your team use only the approved colors. This will help to keep your team on the same page. Encourage everyone to stick with your approved colors – you never know when we will sick our Brand Overlord on your team.
3. MESSAGE and VOICE: This is where you will try to keep your messaging consistent across all channels. Voice and tone in your marketing materials will reflect your company’s personality, so keep it consistent. Your social media messaging should be consistent with your brochures and should be consistent with your videos… Now you’re starting to get the big picture – stick to your plan and attack it from all angles.
Go play hard.