Maintaining brand consistency is a powerful marketing tool. You want to get that label out there and make it recognizable across different platforms of communication. It can even form a crucial aspect of your company’s image. To take advantage of all available social media platforms to their fullest extent, it’s important to be able to advertise irrespective of visuals or fonts.
When designing a logo, choose one that looks good in color as well as in black and white. You aren’t always going to have the ability to use color. Choose a logo that works well inside a small square for use on platforms like Twitter. At the same time, choose something that has visual appeal when it’s seen in a larger picture as in a company profile on LinkedIn. That means large letters abbreviating your company might look great for Twitter but it has to be very similar to a larger picture that doesn’t look horrible when it’s just large letters. Use space effectively.
Visual space – screen real estate – is valuable. Choose aesthetics carefully. If you have white space, have a point to it. Google has done just this very well as it’s the only search engine with a completely uncluttered home page. It’s now known for that and a blank, white space with a single piece of practical content in the middle has almost become a trademark for Google. While using a white space isn’t good advice for most people, know how to use space effectively. That doesn’t mean every single pixel should have something in it, but it does mean the layout of the visuals surrounding the logo should be recognizable. This has to do with choosing colors and patterns. It goes across letterhead. It serves to complement fonts. It’s how Pepsi is associated with red and blue and a single curve between them.
Many companies have managed to combine a logo with a sound. Intel has done a fabulous job of doing just this. This is a great idea for using social media that is sound-based. While social media is more focused on words and pictures right now, as technology makes it easier for people to record videos and music at home, sounds will be just as important as verbal taglines. Especially when working with YouTube and the medium of video, a catchy, yet recognizable sound that’s strongly associated with the visual can help the brand stick in the minds of the audience members. This also makes great associations if you decide to advertise on the radio or in audio form.
Come up with a memorable tagline so you don’t rely on pictures or fonts. The “got milk?” campaign did this very well. People would repeat the slogan, swapping out “milk” with whatever the circumstance called for, but everyone got to know the origin of the tagline and that skyrocketed the campaign’s popularity.
As leet-speak (typing in acronyms, or “IM texting language”) is becoming more popular, especially with either limited characters like Twitter or because people are typing from phones and want to press as few buttons as possible, it’s important to have a brand name that can be spelled many different ways and maintain the same meaning. The other option for maintaining phonetics across social media platforms is to have a name that’s simply impossible to spell more than one way. Oreo is a great example of a company that chose a unique name that’s spelled phonetically, as is Ritz.
Maintaining brand consistency doesn’t have a lot to do with company consistency. A company can have many brands. Until 2008, Dr. Pepper, Snapple, Schweppes, Seven-Up and Cadbury were all part of the same corporation. How’s that for maintaining brand consistency for multiple brand names within a single organization? The staff you hire, the company mission, the advertising and sales success… These are all great attributes and even a mark of success, but these aren’t requirements of maintaining a consistent brand image.