The obvious reason is that your potential clients and customers are being introduced
to you and you don’t want to confuse them. As a small business, (in contrast to a
well-known multi-national corporation) make it easy for someone to remember you
by being consistent with how you present yourself. People take notice of certain elements,
but can’t always remember all the details. hether this is indeed the same person &
company they had in mind.
People trust things that they know
The first example highlights the most basic type of confusion that can cost you sales.
But often it is more subtle than that. Every time a potential client hears your business
name or sees your logo it gets registered, even slightly,in their memory. The stronger
a memory—and therefore connection—someone has to a brand, the more likely they
are to buy from that brand. Consumers are more likely to choose brands that are
familiar, because they seem known, established, and therefore trustworthy.
It makes business sense—increase your returns
Often, business owners make their corporate identity inconsistent without giving it much
thought. One example is an entrepreneur who decides to hire a web development firm
to create their web site and another design studio for their printed work, without having
the two end products coordinated. In this example, you’ve paid for two projects but
rather than having those two pieces compounding your brand and building them
exponentially, you may end up with two unmatched or poorly matched marketing tools.
Therefore, the two pieces are not as effective in building brand recognition as
one coordinated effort.
A Brand is a promise, commit to it.
- What is Branding? (pikokogroup.wordpress.com)
- What is Corporate Identity? (douphacon.wordpress.com)
- 5 Steps For Effective Corporate Identity Design (savingnspending.com)