Reflecting your brand values in everything you do gives your business an identity, but it’s equally important to be consistent, to reinforce that identity and to drive trust. Branding, in terms of merchandise, print, and clothing, can help:
- differentiate your business
- give your business personality and an identity that is relatable
- deliver and reinforce key messages
- drive authority and trust in your business
- drive customer loyalty
Visual cohesion is vital to make a long lasting impression, so think about things like visual style, colour palette as well as the font and size (spacing) of your logo. In fact, standardising these five key brand design elements helps create a cohesive style:
- core message
What is your brand saying?
Making a commitment to brand consistency can be tough but will pay off. Just look at one of the world’s most recognisable brands – Coca Cola. Its logo has remained largely unchanged since the 1900s and is recognised across the globe.
According to NJIT, 45% of a brand’s image can be attributed to what it says and how it says it – your brand is your promise.
Or consider Nike with its ‘Just do it’ slogan which hasn’t changed for the past 15 years. It clearly works – between 1988 and 1998, Nike boosted its share of the sports shoe market from 18% to 43% (according to a US report by the Centre for Applied Research). In contrast, Nike’s competitor Reebok has changed its slogan 14 times since 1987.
Try and find something we can’t do
"90% of customers expect the customer experience to be consistent across all channels"
It’s possible to ‘print’ on almost any medium, allowing you to think BIG (or small) when it comes to branded merchandise, print or clothing.
Take the range of branded products we create for national brand, Lowes Petroleum, which included branded caps, pens, travel mugs, stubby holders and uniforms, all printed with its instantly recognisable logo.
As humans, we crave consistency by nature and we expect a consistent brand experience – every branded product, be it print, merchandise or clothing, should create the same professional impact.