What Does it Mean to be On-Brand?

Simply put, being 'on-brand' means anything that is created for a company should be in alignment with its brand. This 'anything' refers to marketing collateral such as flyers, brochures, postcards, mailers, logo design, signage, website design, newsletters, etc. To be effective, all of these should reflect who you are as a company, speak to your audience, and look visually consistent. What isn't always realized is that being on-brand can go beyond the visual aspect.

Often when we think of a brand, the first things that come to mind are a company's logo, name, and colors they consistently use. Paul Rand, a famous art director and graphic designer from the 1900s, said, "Design is the silent ambassador of your brand," which still rings true today. The logo, colors, marketing collateral, and even the name of the company are all a reflection of the company and who that company serves. Your brand is the whole story – from visuals to the language written on those materials.

Visuals and language that are not on-brand will end up hurting your company. When the logo is misused, when the colors on a flyer clash with what is on your website, and when a formal design, for example, is presented with language that sounds laid-back, these send mixed messages to your consumers. These mixed messages will leave consumers confused, making it difficult to remember your brand. Trust and familiarity, two of the most important aspects of customer retention, will be diminished unless careful action is taken to preserve the brand.

It is essential that all aspects of a brand are presented in line with one another. When everything is on-brand and consistent, your audience will have an easier time remembering your brand, leading to customer retention and success. Call Business Builders at 309-827-7977 to see how our professionals can help keep your company on-brand.