Visual Consistency – the essence of Brand Management

One of the telling attributes of a great brand is its visual consistency.

Take Apple, for example – one of the most successful companies of the 20th / 21st century. Known for being fiercely protective of its logo and visual brand, Apple computers and products all display a uniform, sleek look, with packaging identical in its themes and motifs. Television advertisements, billboards and websites all refer back to a strict visual branding system, part of the mix that has catapulted Apple to such stratospheric heights. Visual Consistency is a cornerstone of proper brand management, and is one of the areas in which Charles Elena Design excels.

Charles Elena's promise

Charles Elena Design, a branding company located in Melbourne, understands that visual consistency is crucial to a brand's success. Without this form of brand management, mixed messages can be sent to the consumer, causing confusion, buyer dissonance, and lower sales.

David Neilson, the principal designer and director of CED, believes that every touchpoint to the customer must be consistent and true to the brand's image. "We monitor a brand's visual system to ensure all creative that is produced is consistent with the visual theme. In brand management terms, it means that every piece of creative has to align itself with the brands tone, fonts, colours and graphic devices. This is absolutely essential in building a unified front in which to approach the market."

New products and service

Once a branding company has developed a style-guide and visual architecture, it must ensure that all new products and services are created within this framework. This involves all visual brand elements, such as packaging, advertising, look and feel - even staff uniforms and point of sale devices.

Priority studio time

Charles Elena Design gives branding clients priority studio time to ensure all work is efficiently delivered to a high standard. This includes researching the latest and greatest technologies and trends in the market.

"We employ a trend and technology manager, whose role it is to seek out the newest trends and effective technologies," said David Neilson. "This means our clients receive brand management advice that is up to date and utilising the most effective online tools. We constantly analyse websites in terms of navigation, Google statistics and user experiences, refining itheir look and feel to increase their potential."

Charles Elena specialise in visual brand management and website optimisation. For more information, call Charles Elena Design today on (03) 9663 5433.

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