How Brands are Shaped by Meaning, Consistency, and Perception
Many people think branding begins and ends with a logo.
It doesn’t.
Branding is the complete system through which people recognise and understand your organisation.
This includes:
- colours
- fonts
- messaging
- visuals
- tone of voice
- audience experience
Strong branding creates consistency.
Consistency creates recognition.
Recognition creates trust.
Key Takeaway
People trust brands they recognise.
Consistency is the foundation of recognition.
References
Aaker, D. A. (2010). Building Strong Brands. Simon & Schuster.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson.
Lester, P. M. (2018). Visual Communication: Images with Messages (8th ed.). Cengage Learning.
Neumeier, M. (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design (Revised ed.). New Riders.
Norman, D. A. (2013). The Design of Everyday Things (Revised and Expanded Edition). Basic Books.
Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding Team (5th ed.). Wiley.