Some of the first things that come to mind when thinking about brand strategy are logo design, tagline, company goals and values, messaging voice, sales platforms (physical location and/or website), and company culture.
While the above-mentioned form the basis of brand strategy, many smaller items can significantly affect the success of your brand strategy. Consistency is the most crucial factor when implementing your company’s brand strategy. When it comes to all creative materials, whether a commercial, print ad, in-store sign, website(s), or business cards, all should be direct extensions of the brand. This includes font type, colors, and voice.
The styling of creative pieces may change per campaign to reflect a particular message, but brand colors and voice should remain consistent. This will create an automatic connection for the customer between the creative piece and the brand. In addition, this reflects a positive and professional feel upon the company. When none of the creative pieces match, or there is inconsistency in voice across campaigns, this often portrays a lack of structure and professionalism on the brand.
Consistent font types are especially important in website design. Using different font types across a website, such as one font type on the ‘About Us’ page and an entirely different font type on the Homepage, can be confusing and difficult to read when site visitors navigate through the site. This can often also give the site an amateur look.
The best way to maintain consistency is to develop a global style sheet that can be applied across your entire site. A global style sheet will control the font types, sizes, and positioning, as well as the styles for images and tables. Using a global style sheet will ensure a universal layout and professional design for your website.