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.

In The News:

pen paper and inkwell


cat break through


Co-Branding in Automotive Service Businesses

In a world of co-branding, point of destination strategies and... Read More

Personal Branding: Characteristics of a Strong Personal Brand

How many times have you been at a networking function... Read More

Top Eight Mistakes to Avoid When Naming Your Business

Naming a business is like laying the cornerstone of a... Read More

Brand Awareness - Brand Identity

About once a month a few of us at the... Read More

The Big Uneasy: Clearing the Clouds of Guess

People often come to me to assist them with developing... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

You Bored Me at Hello - Top Three Strategies for Networking Your Brand

"You had me at hello," those famous words from the... Read More

Brand Equity

Brand equity can be defined in many different ways. I... Read More

Logo Design - Corporate Identity Branding - Brand Identity Guru

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

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Why Should I do Business With You?

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

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

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

Counterfeit Branding - Representing True Globalisation!

From cigarettes to fashion accessories to food products to medicines,... Read More

Standing Under the Umbrella And Still Getting Wet

Make More Money Making a Name for YourselfCalling all realtors,... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

Business Image

One of the most important things in a business is... Read More

Branding Services - Brand Identity Guru

Branding Services is a tactic that marketing executives and managers... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

Brand Boring or Brand Buzz?

I heard an advertisement on the radio the other day... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

7 Branding Secrets: Ready or Not?

Every company has a brand (how people think of them)... Read More

Three Brand Identity Myths That Will Bring Your Business Down

To begin, let's define "Brand Identity," which is the combination... 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

Profitable Partnering

Become your customers top-of-mind choice.Some of these snapshots of real... Read More

Setting the Right Price

One of the ways people get to know you is... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

Franchisor Policies for Unlicensed or Sold Territories

Franchisors often have issues when they own a brand which... Read More

Brand Positioning - Brand Image

That cross-trainer you're wearing -- one look at the distinctive... Read More

Brand Your Consulting Brilliance

Today's competitive marketplace for consulting services is no longer responsive... Read More

Notable News - The Branding Myth

How many times have you heard of seen advertising for... Read More

The Keys to a Great Logo

Logo, graphic, icon, logotype, typogram, logoform, image?call it what you... Read More

How Much Is A Great Business Logo Really Worth?

A great logo can help a business project a positive... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More