Brand Identity Crisis: Part 3

Best Practices of Brand Consistency

1.    Creating and enforcing brand guidelines or a brandbook

While creating branding guidelines is the standard procedure, as 95% of organizations stick by these, it’s been found that only 1/4th enforce them. Enforcing brand guidelines is the real secret to ensuring brand consistency, as simply having brand guidelines doesn’t always ensure visual consistency. By pairing these two steps together, brand consistency is more likely to be maintained.

2.    Be cautious about rebranding

Rebranding can be just what a company needs to step into a more recognizable position in the marketplace, however this should be done with caution. While rebranding can produce fruitful results and connect with a new audience, rebranding has the potential to harm your brand and lose your audience and recognition. The 2009 Tropicana rebrand is a well-known example of rebranding failures – with Tropicana’s estimated sales dropping 20% after its rebranding. This set a precedent for other companies, illustrating the potentially drastic consequences of rebranding. It can definitely be worth doing, but companies should be wary of losing their loyal customers in the process.

Showcasing Consistency

After understanding the importance of brand consistency, it’s also important to understand where to implement it. This may differ across brands depending on which platforms they use, but typically, these should include the following:

    • Website
    • Social media
    • Advertising
    • Products
    • Videos

Regardless of the platforms a brand will use, the messages conveyed on these should use the same visual elements to provide a clear understanding of the brand identity. Implementing consistency in everything a brand does will help retain their audience and solidify their brand in the marketplace.