Creating Brand Consistency
- On June 23, 2022
There is a whole universe of marketing and advertising outlets just waiting to be utilized. Everything from websites, media, promotional materials, and the list goes on. So, if you’re considering rebranding or just sprucing up the key factors that identify your brand to your prospective and current clients, here’s a few helpful tips.
Having a visually appealing logo, color pallet, and legible letters that is versatile on all the marketing mediums is a great tool when promoting your product or services. This trifecta gives current and future clients ways to remember your team no matter what platform your company is using.
Put Your Stamp on It
Traditional logos were made for big store fronts, signs, and exaggerated pieces to display; giving a passerby the ability to recognize the company from a distance. Today, modernizing the artwork to fit a vast array of marketing materials has become a thing of precision. Less companies are using gradients and tints because the overall picture gets “muddy”. Tiny details were getting lost when they were transferred to smaller applications. Thus, the era of boldness came to be. More profound lines, identifiable symbols, and stylish icons are currently used by major corporations.
Rethinking the colors that represent your company doesn’t have to be a tedious venture. Here are a few things to consider though:
- Is it helpful to the visually impaired? Color blind persons can only see certain ones. Usually, it’s the red and green hues that are perceived as gray tints.
- Is the primary color complimented by a secondary? Do they have a contrast ratio that is considered pleasing to the eye? There are free contrast checkers online to find what colors work together that make a cohesive team.
- Even though your company’s colors are bright and look great on signage, does it have the same effect on promotional products and direct mail? Finding different tone companions can give a greater accessibility for multiple platforms.
- Do the colors of your brand icon get lost to the background of your logo? Changing one, the other, or both can produce a more legible label.
What’s in a Name
Colors also have codes that can be universally used amongst printing companies, marketing material suppliers, and website developers. These codes are called HEX numbers and as an example; Red is #D3000 and Blue is #0018F9. Using a free online source, once you find the colors you like and want to use in accordance with your marketing materials, you would give the codes to the vendors, and they can accurately replicate the exact colors you want. In the medical field, derivatives of Latin, as a common language, are used throughout the world so there isn’t a miss understanding. These Hex Numbers are the common language of marketing material colors.
The Write Words
Lettering and fonts are a great way to show sophistication or what your business is about. With all of the technology today, trying to read calligraphy and cursive in many different sizes and scales can hinder the interest of prospects. Simplify and get your brand name out there. Finding an attractive script to use for all the different applications is a great way to rebrand. Keeping in mind that it has to be legible on the smallest of devices like smartphones as well as the biggest platforms such as banners at conventions.
Putting it All Together
With everything considered thus far, you have created brand guidelines. Brand Guidelines or Brand Style Guide is what marketers and advertisers use that sets the company apart from all the others. They are a tool that can link all of your mediums together. Using these guides in conjunction with designing a website lets the viewer know they are in the right place. When sending out direct mail, it informs the recipient who sent it to them.
Print House can assist in your next campaign or project by utilizing your Brand Guidelines and help you apply it directly to promotional products, signage, and even embroidery by reviewing your design concepts and finding the best way to get the “WOW” factor.