Consistency is the key to a strong brand image

Provided you're proud of your cmpnay's branding and visual presentation, consistent application across all your marketing materials ensures customers find it easier to recognise you, remember you, and do business with you, says Kent-based creative partnership Howell & Hicks.

More consistency means less confusion, and less confusion equals more customers, they add.

Whatever projects you’re working on, consider the following:

1. Your logo: use the correct version(s) and formats and consider consistent positioning across all materials.

2. Your colours: colours can define a brand. hink Cadbury s or Coca Cola. So define your shades, identify colour breakdowns (CMYK or Pantone for print, RGB for screen and HEX for web), and resist tweaking!

3. Your typefaces: stick to one or two fonts and specify weights for headings, subheadings, body copy etc.

4. Your imagery: whether commissioning photography or sourcing “stock” images, use consistent styles: abstract or “lifestyle”, colour or black and white, full-bleed or cut out.

5. Your graphic elements: use brand colours and fonts to create bespoke icons and graphics to build your unique style.

6. Your tone of voice: understand your customers (age, gender, location, interests etc.) and whether a formal, technical tone, or a more relaxed, chatty one works best. And then use that to deliver clear, consistent messages. nd finally produce a rand uidelines document sho ing ho to use your brand elements responsibly, effectively, and, of course… consistently!

“We are what we repeatedly do. Excellence then, is not an act, but a habit,” said Aristotle.

See www.hh-creative.com