Is your brand consistent? Is it quickly recognizable across all formats? If you’re not using a solid set of graphic standards or a visual system then your message may be coming across as jumbled and unprofessional.

I’m often speaking with my clients about the importance of consistency in their visual communications and came across this article on MarketingProfs.com today that helps illustrate this point. The article outlines the elements of a visual system and the benefits of conforming to your specific system.

Although the article makes great points about the benefits of a visual system I think it glosses over one of the most important, which is increased brand recognition. Although some of the benefits listed do touch on recognition in a round-about way, it deserves to be highlighted on its own.

When you follow a set format for your communications you’re making sure that whoever sees those messages can identify you. This means that someone who has received your business card can quickly recognize your signage or after visiting your website the familiarity of your ad may catch a customer’s eye. This recognition will build trust and solidify your product or company in their mind.

Establishing a visual system requires deliberate thought and planning but a solid system will help build your brand and a solid customer base. In the end it will be well worth the initial time and cost.

This entry was posted on Tuesday, January 27th, 2009 at 2:21 am and is filed under Design, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.