Pencil brand consistency, and if you did, please subscribe and being that notification spell so you can get alerted when I go live, or when I post something new and visit me at Pencil Agency.

1. Make Best Brand
Identity Strategy for
Your Business
Branding
Hi everybody. Welcome, Back brand consistency is everythingso I want to talk to you about eight ways
to make your brand more consistent.
Doing lots of organizations particularlylarge organizations. It'sreallyeasy for a brand to get lost. There
are a lot of people creatingassets their marketingdepartmentsand salesdepartmentsin production
unit for all creatingassets for the brand constantlypeople develop alternate logos are alternate colors
are groundsfor photographytreatmentsor tones of voice that over time compiled into just a jumbled
mess and they lose that aspect of consistency. So the large of the organization the more you have to pay
attention to Brand consistency because it's more easy for that consistency to get lost over time the
smaller organization it's easier but the thingis I'm going to talk about in thisvideo are just as
important as small organizations as theyare two large ones. So what happenswhen a brand loses its
consistency what happened to his customerslose trust it confuses them. They have a harder time
recognizing the brand when theycome across.
Across all the brandstouch points and this createsa lack of trust and trust is everythingin branding. So
the consistency in brandingis Paramount in maintainingand buildingcustomer trust. It can also be
confusing to internal team. So internal stakeholdershave a tendencyto kind of get confused about

2. what the brand looks like or what it sounds like her how it's supposed to show up. So policing this
aspect of your brand isn't reallyimportant aspect of brandingof managinga brand know what number
one is. The first thingis that you have to understand whybrand consistency reallymattersbrand
consistency projects professionalism. If you are haphazard you show up in different ways. We are not
consistent in your visual brandingyour verbal brandingin your product brandingpeople thinkyou are
less professional. That's just a fact so bybeing consistent and establishesa level of authenticity. It's
stayingtrue. For building branding identity for your businesshire professional agency.
Go to your core reason for beingprovides Clarityin what you do who your company is who you're
tryingto serve and what you stand for. It feels that level as I said before of customer trust and it also
offers internal directions. So the stakeholders and employees of a company are veryclear about what
their company standsfor and how it's supposed to present itself in the marketplace also havinga
consistent bran provide Simplicityto all the actions that you take no one does it provide Simplicityto
the customer and how they experience the brand but it also is providingSimplicityto the stakeholders
in the people who are doing work for the brand. So the marketing department the production peoples
the product designershavinga simple and clear brand also makes it clear to them what they're
supposed to do. So they're not flounderingaround and tryingto find solutions that there aren't
answerswere or that they have to invent themselves.
Number to Brand identityand a consistent brand affect businesssuccess. Wpp, which is one of the
largest holdingcompanies of agenciesin the world of the study where they've discovered that if you
have a consistent friend, your company is three times more likely to last 10 years in businessthan one
that isn't brand identitylinks directlyto a businessplan intoa businessstrategy. It's not just a pretty
picture your brand design is a strategicexercise in strategicexpression of what your company and
wonder brand is the colors the fonts the logos the imagerytheyall communicate through something
called semiotic switch is a scientific interpretation of what symbols are perceived to mean.
When people understand thisthat brandingand brand consistency is linked to strategyand that brand
design is linked to semiotic sand how people perceive things. There are much less likelyto create their
own thingto solve some particular problem isa scientific exercise and it's very well-documented the
consistency and brandingand visual brandingaffects businesssuccess number 381 a creative brand
guide a brand guide or brand guidelinesisessentiallya Bible for the brand. It includesall your
strategiesto thingslike brand Mission value propositions differentiators. It also kind of makes clear
and codify has your tone of voice your logo your colors your fonts in your photographytreatment your
sign and specifications your media format in your photographyand graphicstyle. All sorts of thingsare
Illustrated in a brand guidelines.And then that brand guideline istrained throughout the organization
which
Give me the number for number for is it want to share and disseminate that brand guideline that brand
Bible across the organization and you want to train people in the usage of it. It should be incorporated
deeplyinto the whole organization. It needs to be used and available toall departmentsincludingthe
sales team the marketingteam the product development teamsthe production teams. Also you want to
share it across third-partyvendorsare Freelancers or Consultantsor anyone that you do businesswith
outside of your company because they're creatingassetsfor your brand and theymay not understand
your brand tenantsyour visual brand rules and guidelinesas well as people do inside of the company.
So you also want to disseminate your brand guidelinesoutside of the company to whoever is doing and
creatingassets marketingassetsvisual production assets for your company. So theydon't go creating
thingson their own.
Now the 5th way, you want to maintain brand consistency is you want to make sure you're doing
regular auditsof the brand essentiallypolicing the brand you want to use the brand guidelinesto look
at all the Branded assetsthat are out there on a regular Cadence so you can kind of heard the cats and

3. make sure that nothing is beingdone or put out into the world that'sinconsistent. The thingsyou want
to look at other thingslike web pages and social media posts and brochuresand letterhead in business
cards presentation deck templates.You could look at a storycorps and labelsand packaging and music
and employee uniforms just about everything. That's a brand touch point. You want to make sure it's
within the scope then within the rules and guidelinesof that brand Bible number 6 is brand tone of
voice tone of voice is one of those things that getsforgotten about a lot of timesyour copywritingor
your verbal tone of voice how things are said either in social media on video on podcast the tone of
voice of the brand needsto be
Consistent as much as the visual brandingneedsto be all of it should be the same number seven has to
do with core valuescore brand valuesare what your organization standsfor. They are the pillarsof
your brand identitythere used to build relationshipswith clientsand used to inform how you show up
in everysingle brand touchpoint. These are thingslike a mission statement or an elevator pitch how
you talk about the brand and what the valuesthat the brand standsfor are all of these needs to be
socialized or trained to all Personnel within the organization. So they're all as we say singingthe same
song. They're all talkingabout the brand of the same way. They're all personifyingthe valuesof the
brand and everythingthat they do the number eight seems a little counterintuitive and that isthat all
brandsevolve.
Brandsand brand consistency doesn't mean they're brand of staticand never ever changesAll Brands
change over time. Look at Coca-Cola. Coca-Cola has been around a hundred years. The logo is still
relativelythe same except they're brandingtheir tone of voice their advertisingtheir marketingtheir
design has changed dramaticallyover that hundred years, but I guarantee you because theyare the
most recognized brand in the world those choices to change in the mall in the brand have been very
plentiful and very strategicovertime. So you have to accept it Society changes productschange
companies get acquired people come and go the Aesthetics, you know, InDesign change a brand has to
evolve but you want to make sure that the changesin your brand are strategictheir fought through and
that there then communicated through the organization. So everyone knows what's going on and is
following the guidelinesin the brand Bible to maintain that level of consistency.
Pencil brand consistency, and if you did, please subscribe and being that notification spell so you can
get alerted when I go live, or when I post somethingnew and visit me at Pencil Agency. If you need
help with a brand strategybrand design or your professional creative career reach out to me and let's
see what we can do to take you to the next level and thanks again for watching. Bye for now.