If your graphic designer asks you for your logo and you send them a pixelated jpeg, then you have a problem. Or worse, you say to them, “if that doesn’t work, try this one…” attaching an equally low resolution image that looks different from the original logo.
My experience with brand consistency came from working with banks. I’ve worked with some of the top banks in Canada and if anyone ever used a pixelated or altered logo, the brand police would shut it down faster than they can charge you arbitrary fees.
That’s because their Brand guidelines are like the law and rightfully so. Consistency in your marketing is so vitally important because it is repetition and recognition that will keep you top of mind. Your brand is the root that holds it all together.
Working with TD Bank several years ago, I saw their brand guidelines go from a pdf file approximately 350 pages to an extensive web portal with restricted access where they could control all of the assets and information as well as who has access to it.
You probably don’t have a multi-million dollar marketing budget but here are three simple ways to lock down your brand consistency like a bank:
- Ask for the working files. When it comes to your logo, make sure you ask your designer for the working files. Either a .eps or .ai file, whatever they used to design your logo, you need that original master. Store it in a safe place and make sure that any new designers use that file.
- Do not let anyone alter your logo. I cannot tell you how many times I’ve seen logos embellished with drop shadows, colors changed, or reoriented to fit a certain application. No, no, and absolutely no. the only reason your logo should be altered is if you’re doing a complete rebrand which involves changing every instance of your old logo that’s out there.
- Define your brand elements. You don’t need a 350 page branding guideline document, but if you can throw together a simple word document that outlines a few elements that will set you up for killer consistency. From print, to web, and digital, anyone who does design or even video production for you should know these key elements:
- Brand colors – what are they include RGB (for web and video) and CMYK (for print) color values.
- Secondary Colors – same goes for these.
- Brand fonts – if you can include the font files too, I swear, your designer will hug you.
- Any other design elements – include details about how they should be used.
When you understand the importance of brand consistency you will soon become your own brand police. It’s easy once you take these 3 simple steps to spot inconsistency when a designer hands you something with a logo that’s been altered or uses off-brand fonts or colors.
So when it comes to your branding, my advice is to think like a bank and protect it like gold. Just don’t charge as many fees… because no one likes that.
