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Brand Identity | Why Consistency Is Key!

In our last Blog Post, we began our Brand Identity Series that highlights elements of a successful Brand Identity. This series will help you review your Brand’ Identity and take the steps towards ensuring that it serves it’s purpose. This week I’ll share with you the importance of a consistent brand identity. Before we launch, I invite you to put your Reflection Caps on and review your brand deeply. Let’s Blast Off!

Before we list the reasons your brand identity must be consistent, you’re probably wondering what it is to have a consistent brand.

What Is Brand Consistency?

Brand Consistency is the ongoing efforts of a business/personal brand to communicate and share messages that paint a clear picture of it’s identity to a target audience. This consistent identity is in harmony with the brand’s business strategy and exposes the target audience to brand elements and identifiers continually, which strengthens brand familiarity and recognition.

Why Is Brand Consistency Important?

Consistent Branding Builds Customer/Client Trust!

Brand inconsistency can confuse current and potential clients. The confusion lies in their inability to derive the purpose, product or goal behind the brand if the messages they receive/see do not all relate with each other. To gain and keep your audience’s trust all your brand elements and messages must align. The focus must return to the one core brand value system or brand strategy.

Consistent Branding Breathes Professionalism!

If your visual, verbal and product branding are in-cohesive and shared haphazardly, without a strategy, your brand will not be perceived as professional. Your audience will see and feel professionalism in your brand consistency as it signifies that your brand, not only cares about what it creates and shares, it also it true to it’s purpose; a value that’s seen as authentic. Consistency that radiates professionalism can create a healthy flow of prospect client and investors.

When the messages that your brand communicates are consistent, they provide your audience with clarity of your brand’s purpose, what your brand stands for or represents and who your community is that they are a happy part of.

Consistency Is Internal Rocket Fuel!

Brand Consistency does not only benefit external stakeholders, like clients and possible investors, it also offers employees and contractors an internal direction. All stakeholders, internal and external, of the business are clear about what it stands for, and how it's supposed to present itself in the marketplace. In this light, consistent branding provides simplicity on all operational levels. The strength of this simplicity lies in the creation and dissemination of a strategic framework that internal stakeholders can refer to in their daily operations. Some call this framework a Brand Guide or Brand Bible, we at BlastedTech call it our Rocket Fuel.

Our Rocket Fuel (your Brand Guide) contains all our branding strategies; marketing mission, value propositions, target audience, goals etc. As an internal framework it also includes specific guidance on brand tone of voice, logo usage, colour palette, permitted fonts, photography treatment (filters allowed etc.), media formatting, graphic styles. These and other element are illustrated in our Rocket Fuel to promote brand consistency.

It will be beneficial if your Brand Guide is shared to all who play and active role in the creation and communication of your brand identity. You may need to have training to ensure its correct understanding and usage. Consistent Branding in turn aids businesses with formulating and carrying out their Standard Operating Procedures (SOPs). Careful implementation and monitoring will lead to the success of the brand, and as for BlastedTech, our Rocket will have the driving force (Fuel) it needs for a successful launch! #BlastOff!!

Consistent Strategy: Consistent Brand Identity: Consistent Success!

Business owners know that creating a Business Plan, a strategy for how one would operate in times of plenty and in times of uncertainty, is, if not the very first, one of the first things an entrepreneur must do to ensure that all bases are covered. Brand owners knows that proper prior planning will aid in mitigating risks and having a detailed strategy that covers every aspect of business, including brand identity, is an advantage. Yes, your brand identity requires strategic design, exercise and expression in alignment with your overall business plan and goals.

In referring to Brand Identity and Design, Philip VanDusen, a Graphic Designer once stated that, “The colors, the fonts, the logos, the imagery, they all communicate through something called semiotics, which is a scientific interpretation of what symbols are perceived to mean. When people understand this, that branding and brand consistency is linked to strategy, and that brand design is linked to semiotics and how people perceive things, they are much less likely to create their own thing to solve some particular problem. It's a scientific exercise and it's very well documented, the consistency in branding and visual branding affects business success.”

How To Maintain Brand Consistency

Conduct Regular Brand Identity Audits!

A Brand Identity Audit is a review of a brand for identity inconsistencies across all channels. Each brand identifier/element/asset must also be assessed for inconsistencies. This includes branded documents, the full online presence, media produced (videos, photos, music etc), physical elements like in-store decoration and employee uniforms, signage; everything that is a representation of the brand. The Brand’s Identity must be in accordance with it’s Rocket Fuel (Brand Guide).

Rocket Fuel Change? Premium Or Unleaded?

It is necessary to determine if the brand’s goals are being achieved, if the Rocket Fuel has been put to good use or if improvements need to be made. All brands change or will need to change based on it’s environment, as it journeys through its life-cycle. It is integral that a business’ brand guide be reviewed and updated where necessary, just as the brand’s business strategy must be aligned for success overtime. The aspect of a brand identity’s need to change will be discussed further, in a subsequent Blog Post!

Questions For Reflections

Is your Brand Identity Consistent?

Do you have a Brand Guide for your personal or business brand?

Is your brand identity in need of a review?

Do you connect the success of your brand to it’s identity?

If you answered “No” to two or more of the above questions, there’s definitely some work to be done. BlastedTech can also help review your brand’s current identity and can help you create a Brand Guide for a consistent Brand Identity. Let’s Get Social! Use the button below to request a consultation.

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Brand Identity | Why Yours Must Be Unique!

During a Digital Marketing course I took on my journey to starting BlastedTech, I learnt that a Brand’s Identity can be defined by the logo, designs and colours it is identified with or is known by. However, when I reflect on my experience of personal and business branding, I’m of the opinion that a brand’s identity is more than it’s design elements and it has much to do with how a brand is interpreted and how it makes one feel. This post is the first of a series that highlights elements of a successful Brand Identity.

A Brand’s Identity Must Be Unique!

It would be quite a disappointment if you were to walk into what you thought was Subway and ordered a foot-long, to then realise, as you focus-in on the branding, on the display and the packaging it says Fresh Day Eatery, with all the same colours and brand identifiers as Subway. You would be totally confused, probably livid. You would even wonder if the establishment is legal and the thought of ethics may cross your mind. That says a lot.

Your brand’s identity should not only be unique, but should not be confused with or be passed off as another, already established brand. In Trinidad and Tobago, similar names are rejected by the Companies Registrar prior to registering a business, and Trinidad & Tobago has been certified compliant with the Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs) by the World Trade Organisation (WTO), since 2000. It not only has legal implications but it also calls to scrutiny the integrity of those behind the illegitimate business.

To be remarkable, a brand must have an identity that is unique to them. A brand that has its own language; its own way it relates to its clientele; its story tattooed in the minds of its audience and of course, its own design elements and identifiers that aren’t deliberately like another, - is a unique one. Determined and Detailed research prior to launching, and consistent reviewing and reinventing as it grows can help a brand achieve it’s Identity Goals! 

Questions For Reflection:

What are your key brand identifiers?

What does each brand identifier represent for you and your audience?

What makes your brand unique?

How does your audience feel about your brand?

Share your thoughts in the comments section below and be sure to subscribe to our Blog to never miss a post!

It’s important that you take the time to reflect on your brand’s identity. Whether you’re seeking to perfect your personal or business brand, Blasted Tech can help you build a successful and unique brand identity! Contact Us Today!

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Brand Promise | What it is and why it is needed.

I’ve heard a lot of talk in the Marketing world around Branding and specifically on having a Brand Promise. In the formulation of my own brand, I decided that it was necessary to know what a Brand Promise is, if I really needed one, how it would help me and my business’ success and how I should create one that is relevant to my brand’s identity and to my clients.

A Brand Is A Promise Delivered

My personal or business brand represents the inspiration, ideology, products and services that I present and stand behind. My Brand Promise speaks to what I have to offer and also molds my reputation; how you, the public view me or the business I manage. What do I and my business have to offer? How do I want my clients to feel? What does my brand value above all things? My Brand Promise in it’s concise and simple form is a statement that answers these questions and expresses what my clients can expect from my business in relation to productivity, performance and value.

Why do I need a Brand Promise? Why do you need one?

A brand Promise is necessary in the following ways:

It makes clients and investors aware of the purpose of my brand and business initiatives. It gives them a clear picture of what they can expect and even the inspiration or story behind the Brand. 

It keeps me accountable. Creating a Brand Promise and making my clients aware of my Brand Promise ensures that I remain productive, efficient and deliver on all expectations.

BLASTEDTECH | MY BRAND PROMISE

In designing my business profile, I decided to include my Brand Promise in it. Here is BlastedTech’s Brand Promise:

“To create innovative content that exemplifies and elevates your brand identity, inspires positive action and connects your passion & productivity right in the palms of your hands!”

Here is what BlastedTech promises through our Brand Promise: 

To create innovative content;

To create content that elevates your brand identity;

To create content that inspires positive action;

To ensure clients can focus on their passion, while being productive;

To ensure clients can have autonomy over their brand, from anywhere at anytime!

I know my promise may be wordy in comparison to some we'll read shortly, however, it fully represents my brand and it inspires me to work smart and hard to accomplish all my personal and business goals.

Create Your Strong Brand Promise

Are you in the process of creating your own brand promise? Here are some strong ones from businesses we are familiar with. Hopefully they may inspire you.

H&M -  “More fashion choices that are good for people, the planet and your wallet.”

Geico - “15 minutes or less can save you 15% or more on car insurance.”

Nike - “To bring inspiration and innovation to every athlete in the world.”

Apple - “Think Different”

Your Brand Promise should be creative and represent the value that you want your clients or customers to share in.

At BlastedTech, we pride ourselves on ensuring overall customer satisfaction! If any of our clients are dissatisfied they will never deny that we would have listened, worked closely with them to execute and delivered on our Brand Promise!

Thanks for reading!

- Tiffany

[blastedtech7]

New YouTube Upload! A Vital Add To The #YouTube101 Playlist:

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This one is very simple! I at some point would have asked myself the question of How To Repeat a single YouTube Video! Here I show you that you can do that and also a collection of videos! Enjoy! #BlastedTechLovers

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Hey Loves 👋🏾

I Uploaded My Welcome Video!!!

Hit the link above to see it and don’t forget to Like, Subscribe, Turn On Your Post Notifications and Share with others!

Stay Tuned For More! #TechThursdays

[blastedtech7]

Hi Blasted People!

I'm a Non-Tech Tiff living in a Tech world trying to get by! My phone is basically my life!! I blog from it, post videos from it and even enjoy doing all my editing escapades!

I always head to Google when I can't seem to find the best Application or when I'm trying to figure out functions on my phone! I've been in the Smart Phone world since Circa 2010 and I've managed to get by but there are still a lot of information that’s limited on the internet!

I currently have an iPhone 6s+; have had it since 2016 (not a scratch!) and I'm still in love with it. Hoping to get an upgrade when my savings looks right! 😉 I'll be sharing all my iPhone Tips, Tricks, Hacks & Favorite Apps!

I also love YouTube for all my video publishing needs so I'll be uploading videos every week: #TechTuesdays or #TechThursdays starting with an introductory video today, Thursday 7th March 2019!

Be sure to Subscribe In The Mean Time & Turn Your Post Notifications On!

You'll definitely love my content!

You can also catch me on Social for Tech Posts or to shoot me a message!

YouTube

Instagram

Twitter

- Tiffany Raquel Williams But you can call me Tiff! #TechTiff #SeeWhatIDidThere