The Importance of Staying ‘On Brand’
Building a successful brand takes time, and staying on brand plays a vital role in its success. When your brand is consistent, you create trust, clarity, and a memorable identity in a crowded marketplace.
Let’s explore why staying on brand is essential and how to do it effectively.
Why Staying On Brand Matters
Consistency Builds Recognition
In a world saturated with visual content, being consistently on brand helps your audience know exactly what to expect from you. If you’re constantly changing your style, it becomes hard for customers to recognise your brand, and you risk being forgotten. Staying on brand ensures you stand out and remain memorable.
Your Brand Guide Is an Investment
If you've invested in a brand guide, it was created with purpose. Every element in your brand’s visuals, from colours to fonts, was designed to convey your brand's identity and values. Properly using your brand assets maximises this investment, allowing you to deliver a consistent message across all touchpoints.
Aligning All Brand Touchpoints
Your brand extends beyond logos and colours. Every point where your audience interacts with your brand should reflect a cohesive identity. When all touchpoints are aligned, customers experience a seamless journey, making your brand more engaging and trustworthy.
You Establish Trust and Reliability
Staying on brand builds trust because you consistently communicate who you are and what you stand for. When customers feel they know you, they’re more likely to return, recommend, and choose you over competitors.
Project Professionalism and Pride
A cohesive brand demonstrates pride and professionalism. By consistently adhering to your brand guidelines, you present a polished image that helps position your brand as credible and competitive in your industry.
Essential Tools to Stay On Brand
Don’t worry, you don’t have to master your visual branding on your own! Here are some key components you need to stay visually on brand:
A Detailed Brand Guide
A thorough brand guide is essential for consistency. The more comprehensive, the better! Your brand guide should include all assets, best practices, and examples of correct application. Play Make develops guides that are a minimum of 30 pages, covering everything from logo usage to font hierarchy.
Creative Direction or Vision Board
A visual reference, such as a vision board, helps maintain your brand's look and feel. It sets the tone for your brand’s aesthetic, offering a foundation for stylistic choices. Even a one-page vision board can be incredibly valuable for aligning creative decisions.
Brand-Specific Font Suite
A minimum of two fonts (for headlines and body copy) ensures visual hierarchy and supports brand recognition. Repeated use of the same fonts across all materials reinforces your brand’s identity and helps build familiarity.
Colour Palette
Your primary colour palette is crucial, but a secondary palette and tints can also be useful. This allows you to diversify your visuals while staying on brand. Using colours ‘just because’ can dilute your brand’s message and aesthetic.
Brand Elements, Graphics, and Icons
Visual elements, such as patterns, graphics, or icons, make it easy for audiences to identify your brand. These elements provide visual cues that strengthen brand association across various touchpoints, enhancing storytelling and connection with your audience.
When to Consider a Brand Refresh
Staying on brand doesn’t mean you need to overhaul your identity or rebrand entirely.
However, if you find your brand lacks cohesion or a clear direction, consider engaging a Graphic Design specialist to support you to revitalise your brand and get clear on your brand identity.
To learn more about Play Make’s services, visit here.