Consistency plays a key role in effective branding. If you have one message on one platform and a different message on another platform... which is your focus? What is the one message you want your audience to take away from the experience you have designed for them?
When you have carefully curated and crafted your content across your platforms, consistency in your message will be that unspoken indication to your audience that the message is coming from you, long before they see your logo or name.
"Long-term consistency trumps short-term intensity." -Bruce Lee
Think of the Starbucks cafes for example. Much effort is put into creating a universal standard to ensure that no matter where their customers find them around the world, they encounter the same great experience every time. How many times have you seen friends take a picture or a selfie in a Starbucks and without even seeing the signature green siren, you could tell exactly which franchise they were in? The layouts of the store, the aroma, the customer service, are all elements beyond the logo which contribute to their message of quality service.
While your logo plays a significant role in your branding, take into consideration that it is not the only element that builds your brand. When branding is done well, every interaction with your brand, whether online or offline, does its part to embody the brand's promise and values. When your brand delivers consistently, meeting or even surpassing the expectations you have set in your communications, it helps to develop trust and loyalty with your customers.
One way of keeping your brand in check is to develop a brand guideline. This is essentially a resource you use to ensure you and everyone in your company understand the best way to represent your brand. It may be simple, including things like font, approved colour palettes and versions of your logo; or it can go deeper, exploring the complexity and intricacies of your brand identity, values, brand essence, etc.
Need some help shaping your own brand and brand guidelines? I may have the solution for you.
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