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What is brand consistency & why bother with it?
First let’s talk consistency…how do we achieve & maintain brand consistency and why is it important?
Author’s Own
Photo State Bank of Lizton – Branded Exterior
A branded environment is created by combining a number of components such as the architectural elements, interior layouts, floor and wall finish materials, lighting, environmental graphics, way-finding devices, signage, and even furniture that reflects and reinforces the personality of a business.
Author’s Own Photo
State Bank of Lizton – Branded Interior & Graphics
The same branding as used in your physical property of interiors and exteriors should further be expanded upon in your company marketing materials and website. Have you taken the leap into email communications and social media? Those pieces should be consistent too, and don’t take the leap without first thinking how this will support the brand.
State Bank of Lizton – Branded Website
K4 helps companies build their brands and delivers total solutions that keep consistency of a message and facilitate the entire branded experience.
For the exterior of a facility; the use of architectural iconic elements, consistent materials, vivid colors, lighting, signage, merchandising panels, and window graphics can create a consistent message through prototype design. That same message should then translate into, and throughout the interior environment, an organizing theme that couples space functionality with brand expression. The use of compatible materials and colors combined with strategically placed furniture, casework, signage and graphics turn your space into one of your most powerful marketing assets.
We can all learn something from McDonald’s – early branding experts
McDonald’s was the first major company with the vision to develop a branded prototype with the original red mansard roof with the yellow light bars, a standard brick texture and color, consistent and vivid color pallets, and a large expanses of windows to bring the interior branded environment to the exterior. No matter where you traveled or what city you visited, your children could spot the McDonald’s restaurant.
The same branding as used in your physical property of interiors and exteriors should further be expanded upon in your company marketing materials and website. Have you taken the leap into email communications and social media? Those pieces should be consistent too, and don’t take the leap without first thinking how this will support the brand.
McDonald’s has recently modified their prototype restaurants with a more progressive and contemporary appeal, but in keeping with their original intent of a consistent and recognizable appearance using the yellow arch, brick & stone materials, and the bright colored awnings, the defining elements that reinforce the brand.
It’s not your building, it’s your brand!
What we’re really talking about is making sure all of the components that make up your brand fit together and support it consistently. Your building is your presence within the community, a revenue generator, and where your customers interact with your brand, so therefore it should be a reflection of your story. This story should be further communicated in everything that you do while supporting your business strategy and your marketing goals. It’s not just your building, it’s your BRAND! And it’s not just a brochure or website, it’s BRANDING!