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The Art of Branding. The Easy Way to Elevate Your Business Value

Did you know that you can elevate your business value by simply straightening up your branding and brand identity? Visual brand consistency is of paramount importance for businesses and organizations for several compelling reasons.

Brand Recognition:

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Consistency in visual elements such as logos, colors, fonts, and imagery helps create a distinct and recognizable brand identity. When consumers see consistent visuals across different platforms and marketing materials, it reinforces the brand's image in their minds, making it easier for them to identify and recall the brand in the future.

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Look at simple but genius color coding from Target – bullseye. The bullseye logo is a prominent part of Target's brand identity and has undergone some modifications over the years, but the essential design remains consistent. It features a simple, stylized bullseye with three red rings. The bullseye logo has become a powerful symbol in the retail world, synonymous with the Target brand.

Professionalism and Trust:

A consistent visual brand gives an impression of professionalism and reliability. When customers encounter a cohesive and well-designed brand, they are more likely to trust the company or organization, as it conveys a sense of attention to detail and a commitment to quality.

For example, the Mastercard logo is one of the most recognizable in the world. It features two overlapping circles, one in red and the other in yellow, with the company's name "Mastercard" written in black letters in the center. Mastercard's famous "Priceless" campaign is an integral part of its branding. The campaign showcases emotional and relatable experiences that go beyond the monetary value of a purchase, emphasizing that some things in life are "priceless."

Brand Loyalty:

Consistency builds trust and familiarity with the brand, fostering a stronger connection with customers. Consumers tend to develop loyalty to brands they can recognize and trust, leading to increased customer retention and repeat business.

With the amount and assortiment of products on consumer markets brand loyalty is a way for people to elliminate extra choises. You can simply go online to look for a pair of sneakers and spend hours browsing among the overwhelming amounts of options. Our brain tend to favor familliar things, so creating recognizable brand identity would help your clients to stay loyal to you. As for your potential clients, they would more likely pick your service or product if they have seen your company's name or logo before (even just scrolling through their feed on social media). Sometimes we don't even realize, why we selecting one company over another one. Familiar visual branding can be one of the good reasons for that, as familiarity creates the sence of trust in our brain.

Differentiation in a Crowded Market:

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In competitive markets, visual consistency sets a brand apart from its competitors. A distinctive and consistent visual identity helps the brand stand out and makes it easier for customers to distinguish it from similar products or services.

Ease of Communication:

A consistent visual brand facilitates communication. When marketing materials, advertisements, social media posts, and website designs are unified, the brand's message becomes clearer and more coherent, allowing for better communication with the target audience.

Ikea - one of the most recognizable home goods stores in the world. Their simplicity and bright blue and yellow colors are well recognizable across the world. IKEA's catalogs are known for their clean layouts, easy-to-understand instructions, and visually appealing room settings, which make it easy for customers to imagine the products in their own homes.

Brand Equity and Perceived Value:

A strong visual brand consistently presented across all touchpoints adds to the brand's overall equity and perceived value. Customers are willing to pay a premium for products or services associated with a reputable and recognizable brand.

Coca-Cola's brand value is built on its iconic status as one of the world's most recognizable beverage brands, with a long history and a significant global market presence.

Flexibility and Adaptability:

While maintaining consistency, a well-designed visual brand also allows for flexibility and adaptability across various media and platforms. A consistent brand can be adapted to fit different contexts while maintaining its core identity, ensuring that it remains relevant in diverse marketing efforts.

Simplified Creation Process:

Brand consistency simplifies decision-making processes for marketing and design teams. Having established guidelines and assets ensures that creatives know how to represent the brand accurately and consistently.

Visual brand consistency is a powerful tool for building brand recognition, trust, loyalty, and differentiation in today's competitive business landscape. It helps create a cohesive and impactful brand identity that resonates with customers, ultimately contributing to the long-term success and growth of the business or organization. By mastering the art of branding, you'll create a remarkable brand experience that drives growth, opens new opportunities, and positions your business for long-term success.

JKI Marketing is here to help you to develop your branding – visual brand identity, brand voice and values. We truly enjoy assisting businesses to elevate themselves to the next level!

Visit us at, or call 978-590-1631


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