We create new visual identities or revitalise existing brands. While only the visible part, the visual identity forms the basis for a brand’s persona or how a company wants to be perceived. It is a large job to manage the development of a brand.
What will you be famous for? Answering this question begins the process of defining your unique selling proposition (USP) or sustainable competitive advantage (SCA). This step is vital to your business future and integral to NUVO's process of name & slogan design.
Consistency = Strength & Trust Brands are like people. When someone you meet is not telling the truth there is “leakage”. This takes the form of changed body language. You’ll notice an inconsistency in their voice or face colour or movement. In the same way, brands seek to earn our trust through consistency. McDonalds offers consistent food, service and cleanliness standards. So customers develop an expectation and knowledge that McDonalds delivers.
The brands we rely on everyday are visually and behaviourally consistent, so we can form a trust and reliance on them to deliver.
Visual consistency is just one element of that consistent behaviour that promotes trust. Inconsistency of visual presentation is read as suspect behaviour and reduces our trust in the company. One company deploys multiple branding graphics, and yet seems consist and strong. Mambo is an Australian icon in the surf/casual fashion industry. Mambo’s label/font/colour inconsistency is just part of the brand’s dna- funny creative graphics that delight their young and excentric audiences.
But imagine if the NAB changed its logo every week and issued orange and pink credit cards. What would our reaction be? Brand Consistency works in these ways to build strength:
* Better recall- The number of identical impressions makes our recognition stronger.
* Distinctiveness- a unique symbol – like McDonalds’ Arches- helps to anchor the memory of the name.
* Uniqueness- If McDonalds’ Arches were also used by say Mary’s Cakes it would diminish the power of both brands.
Colour signature We’re convinced that corporate colour combinations are also very significant in the recall a brand. It’s also a telling indication of the brand’s values and approach to servicing clients. Over time, brands tend to become the personality reflected in their colours.
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