Branding In The Details
I frequently pretend to be, or at least daydream about being, a detective. I love watching crime solving shows and trying to guess who the culprit was before it is revealed. I’m currently reading about 5 different series of mystery novels. And I make up random mysteries to solve around my house. Believe me, my husband can’t get away with too much without me knowing.
But what is it about this field that I love? I love that what makes a good detective is someone who notices the small details that are often overlooked. (Case and point) How many mysteries have been solved because someone's body language didn't match their words, or a seemingly normal object was out of place or left behind? I love searching for those details throughout the story and that is why I keep coming back for more!
This is also what intrigues me about branding. Branding, in a nutshell, is making a company cohesive. No matter where you come across the company, you should have no doubt that it is the same one you’ve come across before. A consistent look and feel throughout your branding can make your company appear more consistent and reliable. And that consistency comes through in the details.
Here are five tips for keeping your branding consistent in the details.
Don’t mess with your logo
Create style guides
Templates are your friend
Unique details will set you apart
Establish a voice
Over the next couple weeks we will take a deeper look into each tip and today we are going to tackle logos.
Don’t mess with your logo
Unless you’re doing a complete rebrand, your logo should stay consistent. It creates confusion and doesn’t give your brand consistency if your logo looks different on each social media platform, your invoices, and price tags. No matter where someone goes to find your company, they should be seeing the same logo.
If there’s something that NEEDS to change on your logo, for whatever reason, then make a big deal about it. Create a blog post, social media post, email blast, however you communicate with your customers, introducing them to your new logo. Let them know that this is the logo that they’ll be seeing from now on.
You can learn pretty much anything from Google, even how to address this issue. Google has been known to change their logo. I believe they are on their 7th design now. On September 1, they came out with their newest update. But they didn’t just change it and go on with things. They put out multiple videos about their changes over the years, including the one below.
So if you need to change your logo, make sure everyone is aware and then STICK WITH IT! Although Google has updated their logo several times, they stuck with each logo for serveral years before changing things up.
An easy way to prevent the need to change your logo frequently is to come up with a couple approved variations of the logo. Sometimes different designs, signs, etc. create different problems for your logo. So come up with a stacked and long version of your logo. Maybe only use your icon sometimes. Just don’t have 15 variations. A good rule is probably three. If you have a set of approved logos, you won’t be tempted to tweak things every time you make a new graphic.
Last, but not least, if you didn’t create your logo, make sure you have all the files you need from your designer. JPG, PNG, EPS, AI, ask for them all! You have no idea how many times I have had to recreate a logo from a jpg because I needed it to be a vector and the owner didn’t have it in that format. Even if you don’t have the software to open the file, it is always a good idea to have it, just in case. This will save you and your designer time, AND will help prevent any recreated files that are just a little off randomly showing up somewhere.
Be sure to check back next week
Tune in next week for the latest installment of Branding in the Details. We will learn about style guides and how they make creating a seamless look as easy as pie!