Number 26 in our countdown of the 40 most common brand problems is both fundamental and much too common…
Common Brand Problem Number 26: No brand identity standards and systems means inconsistent presentation and customer confusion
Analysis: A brand should be presented consistently— name, logo, personality, visual style, icons, etc.—across all applications.
Key Point: The only way to ensure this is with comprehensive brand identity standards and systems that are well understood and easy to use. Standards manuals are a minimum requirement—available electronically and on your Intranet site.
Think of your brand as a person. Does it present itself consistently in all situations or does it seem to have “multiple personalities?”
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
