DeckchairBrand consistency
Logos are vital for your company’s identity – where would Nike be without its white ‘flash’, or Apple without the apple symbol? But branding is so much more than just a logo.
The brand encompasses not only your logo, but also your typeface (font), your colours and styles and how these present your business, consistently across the board. Everything a company produces should be thoroughly steeped in its brand and that includes its stationery, brochures, leaflets, advertising material, business cards and – of course – its website.
Take Deckchair for example – the brand of Deckchair is its typeface, its colours and its logo. The colours are used throughout the website and all offline communication, as are the logo and typeface. You can see our brand pink permeates all our pages as titles and all our links are a single blue colour.
Ensuring your company’s brand identity pervades its output, achieves three things:
- All output is on target with the company message
- The company gradually becomes recognisable as an identity
- The company appears professional because its branding is clear and consistent
Your website is a vital tool for bringing your brand under one roof. A good website designer will be able to create a site which utilises and builds upon your branding and company messages, effectively acting as a ‘shop’ which sells your products, services and company.
Still unsure of the importance of consistent branding? There is a Heinz ketchup advert currently showing on television, which doesn’t have the ketchup bottle in it, merely shots of people shaking or banging the end of an imaginary object. Heinz has so permeated our consciousness that the company is bold enough to think it can air an advert which doesn’t show its product.
This advert alone should be enough to convince any sceptic of the power of the brand and being consistent.