Brand Continuity

Have you ever noticed that when you walk into one Starbucks, it looks, smells and feels like just about every other Starbucks? How about when you go in to your local bank? Or Target?
That, my friend, is called brand continuity.

Companies who have thought their brand through beyond the logo and color palette give their customers the same experience regardless of where they go. This is important not only to look and be cohesive as a company, but because one bad experience at one store and it leaves a negative impression for the customer no matter what.

You see, branding is more than just having a look and feel for your business, although that's a huge part of it. Branding doesn't stop at the marketing collateral. It goes beyond that right down to customer experience.

I'm sure you're thinking, "Well, that's great for large companies like Starbucks, or Target, or US Bank. So what? I've got one store". But it's important for smaller companies as well, even if you have only one location. It may not be as apparent, but it's definitely doable.

When was the last time you checked your business card and compared it to your website, or your brochure, or any of your other materials? Do they speak the same language visually? Do they look like they're from the same company? How about the posters and flyers hanging on your store walls? All these things add up and if they're not consistent not only can it get a little overwhelming or confusing for your customer, it may just make you look unprofessional.

Most people "get" logos. Pretty much everyone "gets" business cards. Maybe some "get" websites. But not everyone really "gets" branding. Do you?