Where would we be without design? Just imagine what a bland and dreary world we’d live in! But why is it so essential to invest enough time in your branding to really make it flourish? Well your brand represents you, your values and everything you have to offer your clients. When your audience sees a strong brand, they will be far more likely to remember you, to trust you and to have a sense of loyalty towards you. In our first blog we discussed personality in brand design. However, there are a number of other things to consider and in this second blog of our design series, we’ll walk you through some design consistency tips.
When you develop a brand, it’s important not to stray from the personality you’ve created for it. As time goes on, you might rethink things and decide on a rebrand, but unless and until you reach that fork in the road, keep all your design elements in tune. When you have too much going on visually, your business’s image may lose its effect.
Whether you do the design yourself or hire someone, it should stay true to your vision. If the brand you create for your business doesn’t do its job properly, you won’t make a strong impact on your audience or stay in their consciousness for long. Consistency is key and keeping consistent with your brand image takes consistent design. This means that everything that meets the eye of your consumer should flow together to convey the identity of your brand in order to make its mark. It doesn’t mean everything has to look identical; new ideas can help you to evolve and strengthen your presence. And you don’t always have to keep inside the box. After all, where’s the fun in that?! But main features should be easily identifiable; buttons on your website should conform to the norm that you set. Even with social media accounts, the ones that often do best are the ones which have a niche and are consistent in their visual representation. Watch out for my future blog about consistency in social media – but that’s a whole other topic for another time!
Here are some ways you can maintain consistency in your branding…
Keep the same tone of colours
See the video for a visual example – select your main colour and around 4 complementary tones for your secondary palette. There are tools online that you can use to help you find colours that complement each other really well. Just look for a digital colour wheel (like this)
Keep the same style
You don’t want to suddenly go from a floral design to a minimal look (unless you are doing a total rebrand). Think about whether you want to project a modern feel, or a vintage vibe. Or you could create something totally new. We all love originality!
Visual brand components help you stand out from the rest. They could be an original idea you come up with that catches on, or something you decide to use that is just iconic.
Choose the right imagery
Finding the right imagery to keep in line with the spirit of your business can be pretty time consuming. Images will reflect and complement what your brand is all about, so picking the right ones that resonate with it is important. If you’re not sure, always ask for an opinion. As a designer and photographer with years of experience, even today, I still welcome other people’s opinions.
Choosing your font wisely. Typically, brands have a primary font used for titles and headings, then a secondary typeface for the paragraph text. Mixing too many fonts or picking Comic Sans really is a sin 😂
A good example of brand consistency is Nike. They have used the same slogan for over 15 years whereas Reebok have changed theirs many times and can you think of Reeboks slogan? I doubt it. But Nike’s slogan comes to mind immediately – “Just do it”. Of course, you’re not planning to be the next world-wide sports brand… or maybe you are! But on your road to success, bear in mind the tactics that have been used to give brands memorability.
With these tips in mind to help get you started, we’d love to see what you create! Tag us on @salongolduk Instagram or leave a comment with the link to your website to share with the community!