Think of some of the most recognisable brands in the world. One thing they have in common? High-quality, instantly recognisable and consistent branding.
In this blog, we’ll explore why brand consistency matters and tips to achieve it through the lens of print and packaging materials. We’ll also discuss how Rawson, a specialist printing and packaging company with over 45 years of experience, can help your business execute its messages and brand through print and packaging materials.
What brand consistency means
Your brand is more than just your logo. A consistent brand – in what you say, how you say it, and how you present it visually through design – is a no-brainer. It helps build trust in your business, makes it stand above the competition, and hopefully grows your revenue, customer base or other metrics of success.
Think about brand consistency as an experience: what experience does a customer have when interacting with any part of your business? If they look at your website, enter your store, drive past your company vehicle or order something from your online store, they’re interacting with your business. Each interaction should not only be positive, but instantly recognisable as your business.
Why brand consistency matters in print materials
Print materials such as product packaging, catalogues, brochures, flyers and business cards are highly visual and visible parts of representing your company’s brand and story.
Done well as a cohesive suite, they’re an opportunity to help your business make a lasting impression on current and potential customers, and keep your business front-of-mind when customers are making decisions about where to spend their time and money.
Benefits of maintaining branding consistency in print materials
Trust and credibility
Consistent branding conveys professionalism and credibility. It demonstrates to customers that your brand pays attention to small details and will provide them with a quality experience. In turn, this builds confidence in your brand as reputable, reliable and trustworthy.
Inconsistency, on the other hand, may confuse customers, look unprofessional, diminish the customer experience and even erode trust in your business and its products or services.
Maintaining a strong and consistent visual footprint improves brand recognition over time. This ultimately increases the chance that the customer recalls your business – and chooses it over your competitors – when they search for a product or service that you offer.
Customer loyalty is key to growing your business. If a customer has positive experiences with your brand, they’ll be more likely to become repeat customers – and be more likely to recommend your business to others.
A study in excellence: Apple
Think about technology company Apple (a company we work with!). Apple’s brand consistency is so well executed that if you remove its logo from its products, packaging or stores, you’d still instantly know you’re looking at an Apple product, packaging or store. They all tell the same brand story: sleek, minimalist, high quality.
Apple has grown from a garage start-up to the world’s most valuable company in part because its brand consistency is perfect. Customers know they’ll have the same quality experience whether they’re shopping for Apple in Sydney, San Francisco, Singapore or online.
Tips for achieving branding consistency
Whether you’re rolling out a new brand or refreshing an existing one, put in time and thought to ensure your brand reflects your business and its values. Then, you’ll be ready to roll this out across your print materials.
Here are our top five tips to maximise consistency in your print materials.
Develop brand and style guidelines
Brand guidelines typically help your team understand the who, what and why of your brand – such as your strategy, mission, values and tone – plus how this translates visually (e.g. your logo).
Also consider developing a style guide: a shorter, practical tool to guide consistent design style across your branded collateral. It typically outlines how to use visual components like logos, colour palette, fonts and imagery/graphics.
Pick colours, fonts and design elements
Choose a colour palette, fonts and design elements (layout templates and graphics) that remain consistent and clearly related across your brand assets, including print materials. These will foster visual recognition, trust and confidence in your brand and help create a consistent customer experience each time they interact with your business.
Put your logo front and centre
A recognisable logo is a crucial element of your brand. It’s free advertising, so slap your logo on everything: print materials, websites, social media, uniforms, store signage and vehicles.
Find your message and tone
Defining your brand’s tone of voice helps convey and reinforce its message, personality and values. Is it casual or serious? Scientific but accessible? Warm but authoritative? This will help your customers better connect to what your brand represents.
Brand guidelines really help here, especially if different staff are responsible for different aspects of your business.
Review and adapt
Do your current brand assets look like they’re part of a suite? Or are they mismatched or inconsistent? Is there a gap in what you’re producing to support your brand? Conduct periodic audits of what you’re putting into the market. If something’s out of date, you can always refresh it – or replace it with something better suited to a new trend or changing customer behaviours.
How Rawson can support your brand
We’re experts at producing innovative and custom print and packaging solutions that combine functionality with aesthetics to deliver commercial success for your business. Just take a look at customer reviews on our website from brands like Apple, Johnson & Johnson and David Jones.
Sustainability and environmental impact are also front-of-mind for many consumers – and working with sustainable printers is important for many businesses. In addition to Forest Stewardship Council (FSC) certification, we’ve been awarded a Silver EcoVadis Medal and we constantly look to further improve our sustainable practices across our production processes.
If your business needs a brand refresh, chat with the Rawson team about how we can create the right print and packaging solutions that support your brand to tell its story.