Why it is so important to have a consistent brand design

With every passing day competition amid the retail businesses is getting bigger and bolder. The need of the hour for brands is innovative brand design, why? Let's find out.
Why Brand design is important

A horde of modern day brands are reaching out to their target audience through multiple mediums. But how do businesses ensure brand recall? Consistency in brand design can save the day.

Mediums like Television, Print, Radio, Outdoor, Social Media, Digital & Interactive Marketing form the artillery of today’s marketers to win the battle against their competition and to conquer the faith of their desired customers.

However, splurging on all these marketing mediums neither guarantees ROI nor enhanced sales. Guaranteed returns or not, companies today have to invest in these mediums to expand their reach and improve their revenue generation prospects. If they chose not to, they may face probable failure in the long term. While this may not hold true for everyone, a major chunk has to adapt to this trend and use these marketing mediums intelligently to attain their business goals.

So how do brands go about using these mediums smartly? One irrefutable way to enhance effectiveness of a brand’s marketing efforts is establishing a consistency in brand design. Consistent brand design and communication elicits brand recall, improving the possibility of the buyer purchasing the product.

Here are some more reasons for brands to adopt a uniform brand design :

Creates a relatable and unique brand personality
A uniform design and communication makes your brand relatable and evokes brand recall. Brand logo, color, fonts, tagline, jingles create a brand persona in the minds of the customer. Brand personality may vary from sophistication, ruggedness, competence to even sincerity, depending on business goals. Consistent brand design helps you achieve this significant objective of forming your brand personality.

Increases customer engagement and loyalty
Once a likeable brand persona is created, customers like to engage more and more with your brand and also purchase your product. If the customer enjoys the entire experience from brand awareness to product usage, you have successfully won the loyalty of the customer.

Helps manage brand perceptions
Design which is well thought through, deliberate and conveys brand stance can shape how people perceive your company. Steady communication signifies professionalism, seriousness, stability as well as purpose thereby taking care of brand perception.

Tackles brand confusion problems
Branding should not prove to be a hindrance but should help your business. Clear identity and concise message helps you avoid brand confusion through consistent brand design. It is also highly significant as it lets you easily prevent chaos or crisis situations arising out of varying brand design and communication.

Protects valuable business investment
Many organizations commit the mistake of spending huge sums of money designing a logo and creating a message without even determining brand design standards. Furthermore, it’s inconsistent and clumsy application hurts the brand image. By being consistent, marketers can build invaluable brand equity in the long term.

Makes your brand dependable
A dependable brand experience is as important as a dependable product. Developing a seamless design for your brand across company website, social media channels, retail store and also product packaging, is likely to make consumers feel comfortable with your brand, and thereby enhance chances of repeat purchase. This goes a long way in  building customer trust.

Aids differentiation amongst a sea of competitors
Differentiation is an underlying benefit of consistent brand design. Customers recall different brands and products in different ways. Being uniform in your communication, helps create a firm brand image which in turn makes your brand recognizable amongst the ever growing competition.

Assists in brand positioning
In the long term, it helps marketers position brands effectively. For instance, proper positioning for a highly priced product may help develop a niche for the brand and attract the right buyer. Varied positioning as per business goals, can be achieved through undeviating brand design over time.

This article has been authored by Faraz Naqvi, CEO & Founder, HEPTA

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