Overcoming Common Brand Problems – 26

Brad VanAuken The Blake ProjectFebruary 25, 20071 min

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?”

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Brad VanAuken The Blake Project

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