Paul McEwan

Consistency is the key to branding. Things like how you greet people when you answer the phone, the way in which you provide your service and the style of contact you keep after the sale should only surprise someone if you step it up. But then be prepared to keep it up. The logo and branding of marketing materials should be just as consistent, or should it?

Google changes up their logo to match holidays and big events. The key to this is be consistent. It’s expected and there are no surprises when it happens. it’s seen as a ’step up’ and they were prepared to keep it up. What’s more is everyone knows the Google logo and can easily replace it in their mind when mashed up with some Christmas design. Look at Vanity Fair or Maclean’s Magazine the next time you’re in the grocery check out. The cover art, (usually a model or person) covers the Magazine’s name art. This is to get more real estate from the image and the image sells. This can be done because our minds know these brands well.

So how is this handled with personal branding? The answer is very carefully and once we start, we keep it up – forever.

One way is seasonal. It keeps the brand changes to four times a year. It’s authentic because we all change with the seasons, especially if you live in Vancouver. Don’t pull a Google mash up with your name if you’re dealing with personal branding. It’s a bad idea and you’ll end up in my Design Fail Category, (so please send it in if you do). Just be authentic and put yourself where your community is. Keep it real to your clients and you’ll end up with a successful and refreshing look and feel without killing the brand.

Happy Summer!