How important is brand continuity for your business?

Mass Appeal

Brand continuity is so important – not only for consistency, but for recognition. Joining us to test our knowledge is Loryn Engelbrecht, Owner of Loryn Design. 
 

TRUE OR FALSE: Is Brand Continuity Important for YOUR Business?
Your business relies on the reputation gained from how it’s perceived by the world. Brand continuity is one of the main ways to ensure your business finds continued success! When you have brand continuity, you ensure your brand’s style and messaging are all even across your printed and digital materials. But what IS brand continuity? And how do we know if we’re really achieving it?

1) TRUE OR FALSE: These images (on the screen) are examples of marketing materials created for the same company.
TRUE! (Image 1A) When you see these images without text, they look like entirely different companies: their colors and graphics don’t match, nor does the overall style. But these examples are inspired by actual business cards, brochures, and postcards I’ve received from the same company… despite the design looking completely different. (Image 1B) Take a look at these materials with text! You can see from the wording that they are from the same company, but they shouldn’t be. The images you see have no brand continuity, so the audience can’t easily identify when they see messaging from this company. In short… it’s confusing! This is a great example about how the lack of brand continuity doesn’t work well for businesses.

2) TRUE OR FALSE: It’s not important for your colors to be the same across your marketing materials & branding.
FALSE! (Image 2) I can’t emphasize the importance of color enough when it comes to branding for a company! Colors communicate to our brains, and color speaks to us whether we’re paying attention or not. The goal of color, and using your company’s exact color scheme in marketing, is for your audience to know who your company is without you TELLING them. 

3) TRUE OR FALSE: You should only use 1 specific font in your logo and marketing.
FALSE! (Image 3) Most often, we see 1 main font in a business logo! And it is absolutely TRUE that the fonts should not change, but only using 1 font for your logo and all text would be wildly monotonous and not visually intriguing! However, you must limit the amount of fonts you use within your marketing! 2 is always necessary, but no more than 3! In many logos, especially ones that have multiple words or can include a tagline or slogan, you’ll see two fonts that complement each other. But if that secondary font isn’t versatile, a third is necessary to represent your brand in larger spans of text: think letters, emails, large paragraphs on your website, etc. 

4) TRUE OR FALSE: Your logo should have multiple variations based on the item it will be displayed on.
TRUE! (Image 4) Versatility is KEY to any successful brand! The primary version of your logo should certainly be the most used, but it should be varied enough to work on any marketing material it’s put on! You may need a more compact version of your logo to put on the pocket of a t-shirt, or a completely horizontal version to be placed on an outdoor sign. The key is to have variations that use the same components as your primary logo but arranged slightly differently. Your audience needs to know what company they’re looking at when they see it regardless!

5) TRUE OR FALSE: There’s no need to spend money on creating business cards for your business any longer.
FALSE! (Image 5) Branding is so much more than effective marketing through social media, online, or printed mailing materials. One of the printed items that we most often keep are BUSINESS CARDS, and they are severely underrated in our current digital age. These small cards contain almost everything a prospective customer or client needs to know about you in order to contact you: who you are, what your company is, and where to find out more. When it’s branded beautifully, whoever has them can relive their interaction with you regardless if they keep the card in their wallet or desk drawer. Don’t be the person who’s asked for a card and doesn’t have one! Business cards are the most valuable piece of branding you can have printed.

6) TRUE OR FALSE: YOU are the most important component in the marketing of your business.
TRUE! (Image 6) You, business owner or side hustler, are the most IMPORTANT component in marketing for your business. Even over social media and wesbites and email blasts… YOU. I can’t tell you how many times I’ve been handed a card or given a website address that began with an apology of, “they’re really old!” or “I haven’t updated them..” or “It’s not finished but..”. Enthusiasm is CONTAGIOUS! But so is the lack-of-enthusiasm. If you are not talking about your business, handing out cards, putting effort into your branding and bringing it to every avenue of your advertising, and then being excited to show it off… why would anyone else be excited about it?1) TRUE OR FALSE: These images (on the screen) are examples of marketing materials created for the same company.
TRUE! (Image 1A) When you see these images without text, they look like entirely different companies: their colors and graphics don’t match, nor does the overall style. But these examples are inspired by actual business cards, brochures, and postcards I’ve received from the same company… despite the design looking completely different. (Image 1B) Take a look at these materials with text! You can see from the wording that they are from the same company, but they shouldn’t be. The images you see have no brand continuity, so the audience can’t easily identify when they see messaging from this company. In short… it’s confusing! This is a great example about how the lack of brand continuity doesn’t work well for businesses.

2) TRUE OR FALSE: It’s not important for your colors to be the same across your marketing materials & branding.
FALSE! (Image 2) I can’t emphasize the importance of color enough when it comes to branding for a company! Colors communicate to our brains, and color speaks to us whether we’re paying attention or not. The goal of color, and using your company’s exact color scheme in marketing, is for your audience to know who your company is without you TELLING them. 

3) TRUE OR FALSE: You should only use 1 specific font in your logo and marketing.
FALSE! (Image 3) Most often, we see 1 main font in a business logo! And it is absolutely TRUE that the fonts should not change, but only using 1 font for your logo and all text would be wildly monotonous and not visually intriguing! However, you must limit the amount of fonts you use within your marketing! 2 is always necessary, but no more than 3! In many logos, especially ones that have multiple words or can include a tagline or slogan, you’ll see two fonts that complement each other. But if that secondary font isn’t versatile, a third is necessary to represent your brand in larger spans of text: think letters, emails, large paragraphs on your website, etc. 

4) TRUE OR FALSE: Your logo should have multiple variations based on the item it will be displayed on.
TRUE! (Image 4) Versatility is KEY to any successful brand! The primary version of your logo should certainly be the most used, but it should be varied enough to work on any marketing material it’s put on! You may need a more compact version of your logo to put on the pocket of a t-shirt, or a completely horizontal version to be placed on an outdoor sign. The key is to have variations that use the same components as your primary logo but arranged slightly differently. Your audience needs to know what company they’re looking at when they see it regardless!

5) TRUE OR FALSE: There’s no need to spend money on creating business cards for your business any longer.
FALSE! (Image 5) Branding is so much more than effective marketing through social media, online, or printed mailing materials. One of the printed items that we most often keep are BUSINESS CARDS, and they are severely underrated in our current digital age. These small cards contain almost everything a prospective customer or client needs to know about you in order to contact you: who you are, what your company is, and where to find out more. When it’s branded beautifully, whoever has them can relive their interaction with you regardless if they keep the card in their wallet or desk drawer. Don’t be the person who’s asked for a card and doesn’t have one! Business cards are the most valuable piece of branding you can have printed.

6) TRUE OR FALSE: YOU are the most important component in the marketing of your business.
TRUE! (Image 6) You, business owner or side hustler, are the most IMPORTANT component in marketing for your business. Even over social media and wesbites and email blasts… YOU. I can’t tell you how many times I’ve been handed a card or given a website address that began with an apology of, “they’re really old!” or “I haven’t updated them..” or “It’s not finished but..”. Enthusiasm is CONTAGIOUS! But so is the lack-of-enthusiasm. If you are not talking about your business, handing out cards, putting effort into your branding and bringing it to every avenue of your advertising, and then being excited to show it off… why would anyone else be excited about it?
Reasons Why Brand Continuity is SO Important! (& How to achieve it!)

    Brand continuity is one of the main ways to ensure you and your business find continued success! 
When you have brand continuity, you ensure your brand’s colors, style, images, fonts, and messaging are all even across your printed and digital materials. 
1.    Reinforces Your Image
2.    Shows Your Are Invested in Your Business!
3.    Grows Trust Between You & Your Customers
HOW TO ACHIEVE: Ensure that your employees are knowledgeable about your company’s mission & values. The colors, messaging, fonts, and images you use for your brand should be accessible by anyone who works on your marketing or advertising so your communication is always unified! 

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