Nothing is more critical to marketing success than consistency of branding. A strong, consistent brand results in a virtuous circle of positive associations, more participation, and greater institutional success. Conversely, when any company or organization promotes itself with an array of identities — visual or psychological — it fractures and diffuses its power, confusing audiences and failing to reach its full potential. As our media environment becomes ever noisier and more segmented, and as our competitors become more numerous, diverse and savvy, the need to cut through that noise, stake out our ground, and advance into leadership becomes all the more critical.
Table of Contents
- Brand
- Voice & Tone
- Messaging
- Logo
- Colors
- Typography
- Photography
- Textures & Patterns
- Iconography
- Toolkit & Templates