FAQ: How do I create a consistent brand and corporate identity?
Our branding experts at ICE Innovation recommend that your company use the same name, logo and tag line on every point of contact with your branding, both inside and outside your company. This includes fonts, colours and icons wherever used, ensuring your logo is never squashed or stretched.
Your company branding and name on any signage or vehicle graphics must match what is on your business card design and website design.
How your phone is answered is vital. Every way a customer might hear about you or your business should be consistent.
Creating a script is the best way to achieve consistency and making sure your team adhere to it is really important. Training your people who are customer facing is a big part of creating brand consistency as you need to ensure that your customers experience the same attention to detail every time. Not having a brand that has had the attention to detail paid to it that it deserves is like telling the world you cut corners! Do you really want your customers to think that about you? Remember, if you take care of the little things (which let's face it, people will remember), the big things will take care of themselves. Detail, detail, detail!!
Consistency also means go wide with your efforts. Real branding cannot be achieved if you only choose to use one or two marketing avenues to get your word out, such as word of mouth networking or newspaper ads. It has been proven that on average, your prospective customers must hear and see your name, logo, strapline and colors consistently over and over in at least seven different ways before you are imprinted on their mind map.
