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Keeping Consistent

by webmaster — December 1, 2009

“You cannot expect to achieve new goals or move beyond your present circumstances unless you change.”
—Les Brown

“But change must always be balanced with some degree of consistency.”
—Ron D. Burton

Brand consistency must be maintained throughout all areas of an organization in order for a brand to achieve long-term success. Consistency builds credibility and consumer trust, allows for clear ownership of a brand’s differentiated positioning, and inspires a culture of development and innovation. It is essential for any organization to attain enduring strength and relevance.

To remain consistent in a landscape that is notably inconsistent, flexibility is also imperative. Consumer preferences are ever evolving, market conditions are exceedingly dynamic, and the competition is always changing. Customization and creativity are crucial. The goal is to capitalize on the benefits that consistency provides while leaving some room for a brand to adapt and evolve appropriately. To do this, it is necessary to identify what specifically about a brand can—and cannot—change.

This critical first step begins with a brand strategy, and the establishment of a clearly communicated, detailed set of standards and guidelines utilized to ensure uniformity in key brand elements, clear communications, continual deliverance of the brand promise, and ongoing relevance in an ever-changing marketplace.

Every action, communication and decision must be intentional, evaluated according to the standards that have been set and understood by all who are responsible for the management of your brand. There should be no room for misinterpretation or miscommunication, as everything from graphics and messaging, to marketing strategies and operational activities, to employee policies and procedures, will be guided by the strategic standards that, once determined, must be continuously maintained. The elements of a brand that can’t be changed without compromising trust or eroding brand equity should not be changed. Brand elements that can be modified must be done so consistently and intentionally in order to provide improved support of the brand as a whole.

The consistency with which a brand is delivered and experienced should always be assessed. Consider evaluating these key brand elements:

If you’re interested in finding ways to achieve and maintain brand consistency across your organization, please contact us for a complimentary assessment of graphics and typography and recommendations for improving visual cohesion and consistency.

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