Dull Is the New Delicious


When it comes to branding standardization, “dull” can be the spice of life.

Brand standardization builds trust and in order to build trust with your customer base, it’s important to convey stability with conviction. Your brand should secure consumer confidence, this doesn’t mean the brand’s message can’t be fresh and spicy! 

Five ingredients of a confident brand:

  1. Consistent Messaging: With the ever-growing media landscape spanning the traditional and digital methodologies, consistency is more important than ever. A persuasive, simple message disseminated across all touch points keeps cohesion and recognition, eliminating confusion.
  2. Visual Integrity: Visual integrity doesn’t mean everything has to look identical. What visual integrity in branding means is that your message—however your brand makes your consumer feel, whatever it is that builds trust—should be kept front and center of every campaign. The words may change, the images and color may change, but the essence of the brand remains intact.
  3. Professionalism: If a brand changes with the wind, it creates a sense that it is unsure, unsteady, unreliable, and therefore unprofessional. A standardized brand creates an anchor for the company that speaks to its attention to detail and adherence to business absolutes customers can rely on, thereby magnifying a sense of professionalism.
  4. Brand equity: Brand equity is the power of the brand gained from the goodwill and name recognition that it has earned over time through consistency, integrity, and professionalism. They are memorable and can demand a higher price, but only because the brand is standardized.

About Chris Hornsby

Chris’ brand design expertise, helps lead clients into new frontiers. He understands the power of branding. He and his team answer each challenge with creative solutions that not only achieve results, but break the ground of conventionalism. This 2013 AAF (American Advertising Federation) Hall of Fame inductee has garnered more than 100 local and international awards for his creative/strategic solutions, along with being published in several prestigious design annuals. This UGA grad has cultivated his years of design and brand leadership experience in numerous agencies in Atlanta and Knoxville and in several in-house, international firms such as Philips/Maganavox and Peavey Electronics.
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