Play it Again Sam

The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is that the color you are seeing in your sleep, your prospects might just be beginning to recognize, and if done well, associate with you.

Consistency cannot be stressed enough in brand development: whether it is a color or a font, where you place your logo, the schedule for newsletters and promotions, or the way the receptionist answers the phone. One predictable encounter after another carves your brand in the customer's consciousness.

Its Not All Repetition

One of my favorite advertisers is Target. Their commercials are fun, displaying the same flair and style that they market in their store. Interestingly, the logo and store name are not even mentioned until well into the spots, frequently displaying the signature bullseye in a pattern on a dress or as wallpaper in the background. Often it's not even red, still overtime I know it for a Target ad instantly.

Consistency is about recognition and familiarity, not necessarily duplication. When building brand we are trying to create attachment. Target has room to be very flexible, developing consistency through a certain style. Their continuous advertising allows enough repetition that we see the pattern in their message.

The Flexibility Trap

While Target takes a lot of license with consistency, you'll also notice that some things are always the same. The shape and scale of their logo, the pace of the message, the patterns created with their logo, the font for their name and it's positioning at the end of their ad.

The secret to remaining interesting while maintaining consistency is planning ahead. Before you start a brochure or an ad campaign, make corporate-wide decisions on your brand. What can change, what must stay the same? What colors or color palette will you stick with? What is the underlying message of any marketing direction? In short, know your brand message, the key visual elements that support it and how they should be applied. As your business grows and more people handle distributing your message, your brand stays in your control.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

---

Play Your Position! - The Only Way to Win in Business

Have you ever watched 5-year-olds play soccer? It should be... Read More

Branding Your Products Is Important

I was chatting with a couple of friends, all of... Read More

Britney Spears Branding

How would you like to sell as much in one... Read More

Branding Guru - Brand Identity Guru

Branding TodayHave you ever had a good brand experience? How... Read More

You?ll Bring a Parade of Business to Your Door!

Parades happen in every big city and many small towns.... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Brand Lo-o-o-o-o-ve...

So... how have you been building your brand lately?Now, I'm... Read More

Living Your Brand on the Web - Part 2

Now that everyone has conformed to Living Your Brand on... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate... Read More

What is Private Franchising? It is Nothing Someone Made It Up

The Federal Trade Commission has an obligation to the general... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

Logo Design - Branding - Brand Identity Guru

Do you have any idea how important your company logo... Read More

Branding 101: Why Its Critical to Business Success and How to Do It Right

What's Your Brand?A brand is a product/company personality that helps... Read More

Picking The Design Company Which Is Right For You

So you've decided to go for it-you're ready to choose... Read More

Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots

Try to avoid backing up whenever possible. Occasionally some one... Read More

Donald Trump On Branding - Brand Identity Guru

Love him or hate him, one thing is certain: Donald... Read More

A good logo vs. a FABULOUS logo

If you had a choice, which one would you choose,... Read More

9 Keys to an Effective Logo

The right logo, with the right characteristics, will boost your... Read More

Logo Design - Corporate Identity Branding - Brand Identity Guru

Like it or not it's who you are. Your corporate... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red... Read More

Articles: The Perfect Branding Tool

If you own a web-based business, you're probably aware of... Read More

Don?t Get Caught In the Trap: The BIG Difference Between Personal and Business Branding

When you're all alone in the privacy of your home... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between... Read More

Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business

On question I have been asked over and over again... Read More

The Big-Pay Off -- Brand Value

Many CEOs and marketing directors find their time wasted evaluating... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Attract More Clients With A Brand Identity

You've probably heard that people buy products and services from... Read More

The Art of Successful Branding

Branding: it's a term that carries great weight in the... Read More

Your Brand is Your Promise! (So What Are You Promising?)

When people mention the word "brand" they usually mean a... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More

Logo-ize For Instant Identification & Increased Awareness

The task of creating an indelible impact on the memory... Read More