If you are the person responsible for approving advertising creative, you might begin to feel a little oversaturated with your brand by the hundredth digital ad or resize or social post that comes across your computer screen to approve. That’s natural. But please, don’t start tinkering with your brand elements out of boredom.
Here’s a visual reminder of why we need brands in the first place. Is your brand consistent enough to be recognized by a consumer in a space like this one?
We need brands because we need to make choices. We need brands to help us figure out what a company or product or service is about, and how you’re different from other potentially similar brands. Consumers need to know if they fit into your community or not. And we do that by establishing a brand which expresses that personality.
But remember that even though you have seen every single piece of advertising that exists, your consumer will only see a small percentage – one person might see an outdoor board and a couple digital ads, someone else might see a social post, another might see a print ad – so all those elements better be consistent in some way.
As a company, you are orbited by your customers. They are your world. But on the flip side, customers are inundated constantly with messaging from ALL SORTS of brands. You are one of the many satellites that orbit them. Hard truth: you live and breathe your brand every day – but no one else does.
Of course brands should evolve and adapt over time. The elements that make up the brand (imagery, font, color, logo, etc.) should be a flexible system. But systems are fueled by consistency. Even more temporary campaigns and promotions should still represent the core of the brand personality. One of the basic design principles you learn in school is repetition with variation. And it means just that – some elements should remain consistent while adding interest with a certain amount of variation. Consistency is what builds a brand. So don’t get bored too soon.
Are you being this consistent with your brand?
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