Brand consistency is essential to maximize the impact of your print materials. You want any messaging you send consumers to be immediately identifiable as your brand. This helps with retention and trust. The more consistent and recognizable your print materials are, the more effective they become.
“It may not be sexy, but consistency is the secret ingredient to making customers happy.” – McKinsey & Company
McKinsey research shows a direct correlation between customer satisfaction and brand consistency. Further studies also show that companies presenting their brand consistently across every consumer touchpoint see a 23% increase in revenue.
The overwhelming majority of B2B and B2C purchases are made where the buyer is familiar with the brand. Creating a consistent identity helps reinforce your messaging and makes all your marketing efforts more successful.
Creating a Consistent Look and Feel
Whether you have a formal style guide or an informal one, you must prioritize consistency. This includes your:
- Color Palettes
- Tone and Voice
Everything you choose sends a message about your brand.
Your logo is likely your most identifiable brand element, so you need clear guidelines about how it’s used, including:
- Fonts and typography
- Space around the logo
- Versions for various applications
Research shows that color improves brand recognition by as much as 80%. Consistency in colors over time can help reinforce your brand. Walmart uses blue. Target focuses on red. Home Depot has its signature orange. These colors are now associated with these brands and help aid identification and recall.
Tone and Voice
The tone of your messaging should also be consistent. Is the voice of your brand fun and whimsical, serious and important, friendly and approachable, helpful and educational?
Your voice is how you express your tone and should reflect your product or service. A financial advisor likely won’t have as much success being whimsical when they are asking people to trust them with their money.
Most brands have primary and secondary fonts they use for consistency as well. Adding additional fonts in the same print pieces can make it look unprofessional and detract from your message. You also want to create and stick to a style guide for titles, copy, and captions for a uniform appearance.
The images you choose say a lot about the value of your products or services. Images should reflect the benefits consumers receive. The people featured in your images also send a message. One of the most effective techniques is to feature diverse consumers that reflect your customer base using your products or services or enjoying the benefits from doing so.
Consistency applies to your messaging as well. While offers and focus can vary, everything should align with your underlying value. When you send a consistent message over time, it pays big dividends. Take a look at these messages. We’ll bet you immediately associate the message with the brand:
- 15 minutes could save you 15% or more on car insurance.
- I’m lovin’ it.
- Just do it.
- Gives you wings.
Most people will know that these messages are from Geico, McDonald’s, Nike, and Red Bull because they’ve delivered them consistently for a long time. But consistency goes beyond a slogan. The feeling behind these messages is delivered in multiple ways, but everything leads back to a core concept.
Being Consistent Everywhere
Imagine if someone sees a print piece and then heads to your website and sees different colors, fonts, logos, and messages. They may think they’ve gone to the wrong website and exit. Consistency creates a lasting impression that helps your message resonate with people.
Create a Lasting Impression
You get only a few seconds to make an impression on someone. That first glance is crucial to whether someone engages with your print piece or tosses it aside. Consistency helps create trust, and trust is vital to sales. If someone can immediately identify a printed piece with a brand they know and trust, your odds of getting someone to spend time looking at your print materials go up dramatically.
Brands that present themselves with consistency are 3.5 times more likely to see higher brand visibility than their competitors.
At AlphaGraphics Seattle, we help businesses make a lasting impact. You can work directly with our in-house print specialists to help you plan and create the consistency you need to drive your brand reputation. We know design. We know marketing. And we’re here to help!