The importance of consistent visual branding

How many logos do you recognise in a fleeting glance? Could you draw the Commonwealth Bank logo from memory? How about the Apple or Nike logo? Chances are you easily could. These companies have their branding elements successfully working together in the competitive world of product saturation.

Perception power
If you were looking to buy the latest iphone, would you consider a similar product which is $100 cheaper? Probably not. What if it was $200 cheaper, which brand would you choose? Probably still the iphone. What about $400 cheaper? Would you consider purchasing the lesser known brand even though it has all the same features as the iphone? Most likely your answer would be yes. Initially you might have been content paying more for the iphone because of your perception of the product. When we are faced with a value for money decision, often we are torn between our perception of the product or service and our account balance.

Many companies like Apple have mastered the art of brand perception using ingenious marketing strategies to convince the consumer they must have a certain product or use a particular service. Hours of research and development and often an element of failure, goes into developing successful strategies.

Building trust and repeat business
Without spending copious amount of time and money on research,  one key way to build trust and receive repeat business for years to come is to keep the visual brand of your business consistent. Branding your business goes beyond your logo or trademark. It's about making sure the visual elements relating to the identity of your business remain constant across all collateral used for promotion. These may be images associated with your brand which don't look like your logo but are perhaps similar in colour. It is vital to remain consistent across your stationery, advertising, signage and even the way you talk about your business. Visual perception of your brand is as important as the service or product you offer. Without one there is no other.