I’m sure you’ve already heard the phrase, “Persistence is Key,” but let’s talk about that for a minute and how it relates to your brand graphics. While we all love a little variety, branding is one area where–I’m going to coin my own phrase here–being “Persistently Consistent” is going to go a long way. In a world of overstimulation and changing visuals via the internet, television, radio, magazines, and merchandising – earning your target audience’s loyalty is no easy task.
Here is where your brand identity and stunning graphics come flying in with a cape waving in the wind to save the day. But it’s the way you come flying in every time – it’s expected, but it’s thrilling! Humans thrive on consistency and the little cells in our brains attach to things that we know, what we relate to, and partially – what we expect.
This predictability doesn’t mean the graphic design of your business has to be boring, but it does have to hold the same key elements every time. Things like the placement of your logo, the use of established colors and graphics, and the voice of your brand. In the graphic design world, we call these the Brand Standards. They set the bar and they hold it there, for maximum impact based on consistency.
Launching an established brand isn’t an overnight deal, going back to my “Consistently Persistent” phrase. It takes weeks, or even months, to build equity in the Brand Standards that designers develop for businesses.
Think of it like the first time you see a store front and said, “Cool logo, I wonder what that place is about?” Then a couple weeks later you see an A-frame in the sidewalk with the same logo paired with correlating images, along with a catchy message about their offerings. You start to identify with who they are and how you feel about their business. Then a month later you see video on social media with the same logo, imagery, but this time with memorable audio and personalities.
Each of those touchpoints, and so many more, are opportunities for you to show persistence and dedication to your target audience’s lifestyle. It goes a long way, people notice these things over time, consciously or even subconsciously. Graphic design isn’t just a flat avenue of visuals, it is the 3-D road map to complete brand awareness and exposure to your audience.
One of my favorite industry quotes by the legendary Paul Rand is, “Graphic design is the silent ambassador of your brand.” Meaningful, creative, and “Persistently Consistent” graphic design is your super hero.