BRAND CONSISTENCY – A SUCCESS FACTOR

You’ve defined your brand, created a style guide and gathered some best-practice examples. But you still discover mistakes and inconsistencies in the way your brand is brought to life.

Why? Because communication materials for different markets are created by local experts. They know their market well, but might be less familiar with your brand. And they might not appreciate the importance of brand consistency. As a result, they don’t stick to your brand guidelines – they improvise. And the results can be painful.

And it gets worse: It takes longer and longer to approve communication materials, and mistakes are spotted late or not at all. Some errors may even become common practice – with new mistakes made while implementing the old mistakes…

Usually, the causes of these problems are obvious: There’s not enough time or budget to bring employees and agencies up-to-date or give them training in brand management. As a result, your brand isn’t being presented consistently – and this can damage its overall value.

CHALLENGE

How can you ensure the consistent presentation of your brand identity?

SOLUTION

Goodbye style guide, hello automation! Switch to one2edit™ and simply build your brand specification directly into the software. one2edit™ makes sure your brand has a consistent look and feel – because it only offers users design possibilities that meet your guidelines.

Use our streamlined Workflow engine to define typical processes like approval and alignment. Alongside this, one2edit™ automatically notifies the user when their step in the process is ready to begin. Everyone knows what they have to do, so the process moves forward without delay.

Keep track of the latest progress on the overview page – even if you’re running several projects at the same time. This makes it easier and more efficient to work together with partners and colleagues, while maintaining overall control of the content being created.

The intelligent workflows from BRANDGUARDIAN® one2edit™ make it easier than ever to make sure your brand stands out from the crowd. It gives you lightning-fast rollouts, full consistency and maximum transparency – always in the spirit of your brand.

CoFS

The single point of truth for your brand: CoFS is a virtual file system that empowers you to manage your brand more efficiently and more consistently.

More about CoFS.

one2edit™

Always on brand: one2edit™ gives you a consistent brand presence by simplifying decentralized and international collaboration.

More about one2edit™.

BENEFITS

Global
Collaboration
Secure Data
Transmission
Shorter
Time-to-Market
Full Process
Control
Significant
Savings
Synchronised
Production Sites

MORE CHALLENGES

RELEVANT CASE STUDIES

USE CASES

Brand Consistency for more revenue

A consistent image of the company is conveyed to the outside world through brand consistency, effectively helping to build visibility, awareness and recognition. The more consistent the company is in communicating its values, its promise, its vision to the outside world across all channels and media, the more its brand will be remembered. The company is perceived as a reliable and competent partner and has the trust and loyalty of its customers. This significantly shapes the success of every company and is directly reflected in sales. According to the forbes research, consistent brand identity across all touchpoints can boost up the revenue up to 23%. Therefore, it is enormously important to ensure brand consistency throughout.

Brand Consistency: style guides, trainings, marketing automation

Brand consistency - a topic that concerns many companies with regard to their brand. Defining a brand and creating various style guides is one thing - implementing and controlling these brand specifications across all communication media is another.

To ensure brand consistency, many companies rely as usual on style guides and training for marketing and communications staff. A classic style guide is usually a multi-page document that describes in detail how all design elements of the brand should be implemented in media:

Logos
Color palette
Fonts
Image and graphic concepts
Text concepts
Spacing and placement

Trainings ensure awareness in the handling of the brand and the practical application of the brand elements. Nevertheless, many regional, external experts fail to implement brand consistency throughout. The reasons for this can vary. In some cases, it is a lack of training regarding the brand design implementation that is to blame. They are time-consuming and costly and can be a major challenge for many companies. In others, it is due to a lack of understanding of the importance of brand consistency. As a result, there are often breaks in style that are either recognized too late or not recognized at all. This weakens brand consistency enormously. If errors are detected in an approval process, the necessary corrections lead to extraordinary delays in the provision of communication materials. The company itself often lacks the time and budget to train all internal and external service providers in brand application to ensure brand consistency across all touchpoints.

Ensuring Brand Consistency in an automated way

If you really want to strengthen the entire appearance of the brand and achieve a consistent look, you should not only rely on style guides and training, but also get help from modern technologies. BRANDGUARDIAN's is an out-of-the-box solution to efficiently protect brand consistency. With one2edit™, you provide all users (employees) with only brand-consistent and reasonable design options and thus automatically ensure the correct application of the brand elements, without the need for extensive training. Whether expert or layman, everyone can create communication materials such as business cards, product brochures and web banners in no time at all.

4 steps to protect brand consistency:

Provide diverse marketing templates in one2edit™,
Simply define the design specifications for the brand once as the set of rules you want in one2edit™,
Define which image materials should be available for which communication media, regions and markets,
Now assign the access rights and finally define the approval structure.

This gives you the necessary control over your brand consistency, encourages efficient collaboration worldwide and allows you to achieve significant savings in your marketing budget.

The benefits of using one2edit™ for brand consistency:

Full control over the entire creation process of communication materials
Continuous brand consistency for a strong brand identity, regionally and internationally
Boost sales through increased customer loyalty and trust
Significant savings (time and money) through efficient workflows Empowering all employees to correctly apply the brand design

Do you have questions about how one2edit™ can protect your brand consistency? Then don't hesitate to contact us! The helpful team at BRANDGUARDIAN is already looking forward to your inquiry.

3 Questions about Brand Consistency

What is Brand Consistency?

The term brand consistency refers to the internal consistency of a company's own brand communication to the outside world, i.e. how uniformly the brand appearance and the public presentation of a product or service is designed and executed across all communication channels.

Why is Brand Consistency important?

The consistency of brand communication is crucial for building a strong brand identity. By presenting the brand in a positive and consistent way, a company shows a clear vision and can communicate its values and goals to the outside world. All of this helps the target audience identify itself with the company and thus decide in favor of the brand. Consistent brand communication ensures trust as well as quick recognition by the audience. The more consistent the brand remains in its communication, the faster the target group will memorize its goals and values. And on the contrary: the more frequently the brand guidelines are violated or the orientation of the brand is changed, the lower its recognition value and the loyalty of customers to the brand. In short: the brand is getting weaker.

What is important for consistent brand communication?

To ensure brand consistency, it is particularly important to ensure the consistent and coordinated application of brand elements such as logo, typography, color, graphic elements, and imagery, as well as the correct spacing and sizing of elements and, of course, the quality of presentation and content. All these components must be consistently applied in media. Whether they are presented in print, virtual, animated, multisensory, or physical. Review your media and make sure the brand message is clear and understandable, all brand elements are used correctly, and brand design guidelines are followed. Even minimal deviations can have a serious negative impact on overall brand consistency and therefore brand image.