Branding: Challenges and advantages

Branding: Challenges and advantages
23 January 2022     3449

Branding: Challenges and advantages

Each organization has its own brand. Some of them realize the importance of brand consistency / consistency and its strength in terms of goals, audience and the organizations mission.

Brand consistency, definition

According to Mightycitizen, a brand is the attitude and attitude of the members of the organization towards the world as well as their place in it. Perception of a brand as just a logo, colors and key phrases is not only superficial but also misleading.

For example, the main features of the Facebook brand are not just the color blue, the big F, the messenger, and so on. Their approach to people, their goals such as monetizing all behaviors, their rejection of ethical standards, are all part of their brand.

Your organization is part of the shared world, not just the business world. There are no separate standards that apply only to this area. Just like working in a group does not mean that we do not take responsibility for the organization in which we work.

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Of course too many companies are unethical and we are not in a position to change them completely, it does not mean that their guilt is still on us. We do this when each of us makes the same decisions as the organization, does not object to unfair decisions, and so on.

The methodology of any targeted organization should take into account that any of your interactions with members of the audience (customers, donors, students, etc.) are based on the messages you capture, the values ​​you respect and the ones you want to inspire in the community.

This may sound utopian but the only reason why this is so is the fact that individual people, every day, refuse to express, manifest similar standards.


There are three main problems, according to Brianna Martini, that make consistent branding difficult:

1. Complex organizational structure

In many cases, organizations become structurally overly entangled, especially when dealing with bureaucratic problems. There are numerous subdivisions, subdivisions and subsidiaries that share the same brand, making it difficult to maintain purposefulness.

With so many audiences, people, physical buildings, communications, and different purposes, it becomes very difficult to formulate a single, common brand identity - especially when it comes to the whole team (suppliers & tenants).

2. Decentralized solutions

The different institutions that your organization may consist of have different goals, activities, and general missions. Bringing each group into one identity is practically unthinkable, even at the expense of research and compromise (although the latter is a bad idea). Even if your organization manages to express the brand identity in a specific language, convincing internal groups to do so is an endless task.

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3. Misunderstanding regarding the audience

One of the problems that organizations notice too late is ignorance of the characteristics of the audience. In the worst case, they have no knowledge at all. The above goal is doomed if you do not know who you are addressing (i.e. you do not have a general outline of their interests, desires, standards, etc.).

Applied advantages

1. Brand consistency builds trust

Brand consistency increases trust, given that, at every step, your audience feels that you are purposeful and observant; Professionalism and high level of administration are noticeable. It indicates to your audience that you have spent the time, resources and intellectual resources to deliver a compelling message to the world.

Inconsistency, on the other hand, can make you lose confidence very quickly. If your customer is confused because of different messages there is a great chance it will turn into a negative attitude which is hard to overcome.

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2. Brand consistency becomes more recognizable

Brand consistency reduces the so-called "cognitive strain". Cognitive loading becomes problematic in certain situations if it becomes too difficult to master this or that function, understand the message, etc.

Lack of cognitive load also increases the chances that your message will be understandable.

3. Brand consistency makes teamwork more effective

Your organization, if it is large enough, will most likely have several intersections with your audience. Which means that even people who do not use your website actively, come across your brand several times.

This means that the less resources you need to use your content, the more effective each (medium) interaction will be.

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The more consistent your brand and messaging, the better your organization operates and the greater the chance that you will attract the right people (both customers and employees) to benefit your organization.

In short, without such an approach you become less credible, have a weaker network, weaker principles, and generally a less valuable company.