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Basic Brand Management – Keep Things Simple And Consistent

Basic Brand Management – Keep Things Simple And Consistent

Visual Consistency – Critical to build your Perception in the Marketplace

Having worked for several years with small-to-mid size companies on a daily basis, the most common issue I find is lack of consistency in their visual identity. These businesses all have the reasons for not developing consistent brand marketing ranging from belief that doing so would be cost prohibitive, to not believing the scope of their business is large enough for consistency to matter.

The truth is that keeping your visuals consistent across media is one of the most effective and most basic brand management strategy you can leverage to build perception in the marketplace.

Through simple and consistent use of the elements listed below, can tie your visual identifies into an overall brand feeling and reinforce your other marketing efforts, thus enabling you stretch the impact of your marketing investment to build on your design structure.

Are you looking to develop consistency with your company's brand?

A good way to start is to gather samples of all your brand’s collateral; the brochures, business cards, letterhead, print advertisements, your website (anything that serves as a method of external communication) and see what common threads exist. I would ask you these questions:

By doing this visual identity audit and seeing how your brand’s image is presented across media, it will give you a good idea where to start, and where you might be able to update and improve.

Brand Management & Visual Consistency - A Marketing Goal

The costs of creating consistency can be minimized, particularly if it is planned and executed over time as a company’s visuals are updated. Consistent brand management improves perceived value resulting in consumers having a clear picture of a brand and becoming more willing to participate. 

This will make the cost upfront of updating materials absorbed by the more focused marketing and potential for an easier sell. And by keeping a brand’s visuals consistent, it’s much easier to focus on faster message communication with potential customers instead of having to establish and build brand in customers’ minds with every external communication a company makes.

This is an article from Customer Passion Point Limited (CPPL). We are a consulting firm that provides advertising, training and consulting solutions to small, medium and large corporations across industries and sectors. Call or WhatsApp on 07011962027 or visit for enquiries.

Ikechukwu Kalu / About Author

Ikechukwu Kalu / About Author

CEO / Lead Consultant at Customer Passion Point Limited (CPPL), adjunct Lecturer at PAU, Resource Person at LBS, and Mentor, with decent experience spanning manufacturing, telecoms, and banking

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