When you think about branding images of logos, rainbows of color palettes, and beautifully written stories likely come to your mind. While all these elements are important to building a brand, there is a simple ingredient that brings these elements together to create a trustworthy, reputable brand that customers love. That ingredient is simple, but one new businesses and scrappy start-ups typically fail to get right—consistency. 

What is brand identity?

Your brand identity is your business’s unique fingerprint, encompassing everything from your overall visual style to your messaging and core values. And, just as a person’s fingerprints don’t tell their full story, neither does any one brand element. But, when the elements come together, you get a picture of your brand in its entirety—what it stands for, who it serves, and why it does the work others aren’t willing to do.

There are many elements of brand identity including visual design, messaging, personality, and more. A well-crafted brand identity utilizes elements like audience personas, competitive research, messaging, and positioning to showcase what a brand stands for to attract the right customers and repel the wrong ones.

Visual identity design is the art of capturing the essence of your business and translating it into a visual language that resonates with your target audience. A visual brand identity that includes logos, color palettes, typography, and imagery is essential for creating a cohesive and unforgettable brand experience for your customers. 

Messaging is the key ideas, phrases, and stories your brand shares with your customers to make meaningful connections. Creating messaging foundations that allow your internal teams to speak the same language and share the same stories with your customers helps your brand build trust within the market.

Brand personality is the persona your brand takes on in the real world. By identifying your brand persona, you can build emotional connections with your customers and nail the way you deliver your message and offer every time you share it with your ideal customers.

Why is brand identity important?

Brand identity is your opportunity to leave a lasting first impression within a few seconds. Think of building a brand identity as dressing to impress—you want heads to turn, make eyes go wide, and hearts to skip a beat (but maybe that's just the romantic in us)! Through stunning visuals that resonate with your target audience, illustrative stories that build emotional connections, and a delivery that makes your customers listen, you can craft a brand that lives in the hearts and minds of your customers for years to come.

Visual design is a universal translator and great brand design lets you communicate in your target audience's language. Through colors, fonts, imagery, and overall aesthetics, you can leave a lasting impression on your audience. When they see a color in the real world, for example, they may be reminded of your brand.

Messaging helps you showcase what your brand stands for and rally supporters and customers behind your vision. With an empathetic message that tells your audience “We hear you, we see you, and we’re here to help,” you can build emotional connections that help your customers refer you to their friends, family, and colleagues.

Brand personality helps your brand stand out in a sea of sameness. Many businesses take a robotic approach to sharing their brand story, which is a big turn-off for customers. By developing a brand personality, you can make meaningful connections with your customers so they feel like they’re part of a larger community and purpose.

What is brand consistency?

Consistency is the glue that holds your brand together. It ensures that every brand touchpoint reflects a cohesive and unified identity.

Brand consistency goes beyond visual elements. Yes, you want to ensure your hex codes are the same across all web mediums, but all assets—from iconography to brand voice—must remain consistent across all platforms and mediums. This sameness will foster trust, create recognition, and build brand loyalty. When your brand remains consistent across different platforms and interactions, it solidifies your brand's presence in the minds of your customers. Your customers know what to expect with each interaction and feel safe in your presence.

Why is brand consistency important?

We all love pizza, so hang with us on this analogy.

Imagine chowing down on a thick slice of 'za, only to have the entire experience ruined by a chewy, stale crust. It leaves a bad taste in your mouth, right? That's what inconsistency feels like for your customers – a disjointed, unsatisfying brand experience.

Consistency is the glue that holds your brand together. When all elements seamlessly flow across touchpoints to tell your story and accurately reflect your personality, you establish trust, reliability, and credibility. People crave a dependable brand (and great pizza), not a brand and design circus gone wild.

Strategic branding creates a cohesive brand system, ensuring that your logo, website, packaging, and every touchpoint fit together. Consistency can propel your marketing efforts to new heights.

Build a brand backed by strategic vision with Strange Salt!

Let’s bring consistency to your brand! Our proven branding process puts collaboration and real-world perspective at the forefront of brand-building so businesses can challenge industry norms and redefine societal standards. Contact us to get started.