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5 Crucial Tips for Maintaining Brand Consistency

5 Crucial Tips for Maintaining Brand Consistency

5 Crucial Tips for Maintaining Brand Consistency

Ever stop and wonder what makes a brand like Coca-Cola one of the most recognized English words in the world?

Think I’m just blowing smoke? I’m not.

Coca-Cola, along with their original and still most popular product “Coke” are equally considered the second most popular words on the planet, next to the word okay or “OK” as it’s often spelled.

Coca-Cola achieved this top brand status with years of clever marketing, through a variety of media channels.

Consistency the Key to Coke’s Success

The real thing that makes the brand so darned iconic and recognizable is that same simple logo they’ve used since Frank Mason Robinson created it back in 1885. The logo’s Spencerian script font, clear white text, and bright red background are unmistakable and well known by people of all ages.

Note: Coca-Cola is one of the best examples of unwavering brand consistency I can think of! Please leave a comment if you can think of an even better example to share with your fellow readers!

Here are a few things that consistency helps control when growing and maintaining a brand:

  • Confirms the brand is professional and driven to achieve its purpose and social commitments,
  • Shows how focused and intentional the company is in achieving its goals and maintaining standards,
  • Avoids issues resulting from people confusing your brand with others in similar industries, or those possessing the same or similar name as yours,
  • Manages perceptions: Sticking to brand values and maintaining a consistent image in the public eye will shape the way people see the brand, during the good times and also the not-so-good times,
  • Builds more brand equity in the long run — as the brand gains traction, your name and logo will become synonymous with trust and value and opportunities to leverage that value will eventually come your way,
  • Ensures consumers know what to expect each time they do business with you — what level of service and quality they’ll get in exchange for their money, and how your brand compares with others (ie., Coke vs. Pepsi; Ford vs. Chevrolet; Hyatt vs. Hilton, etc.)

Consistency isn’t just something a lasting brand strives for, or something you try once in a while to change things up; consistency is an essential element to any brand’s growth and longevity.

Without further ado, here are five crucial tips for helping to keep your brand solid and consistent:

1. Don’t Get Fooled into Thinking Consistency is Boring

Do you find Coke, or Apple, or Virgin Records boring? All these brands and most of the rest at the top, middle and bottom of the heap all regard consistency as one of their top three secrets to success and longevity.

2. Your Entire Team Needs to be on Board with Striving for Brand Consistency

The easiest way to keep team members on the same page is to ask them what companies they admire/love most and why. Do this regularly at team meetings and you’ll find all kinds of examples of consistency shaping your employees’ overall perceptions of the brands they mention.

Regardless of who in the company is involved with the early stages of brand building, everyone needs to understand what’s considered proper use of company taglines, social profiles, forum accounts, logos and other graphics, and anything else that directly affects brand consistency.

3. Make a “Branding Style Guide”

There’s no hard-and-fast as to what should be included in a branding style guide. They will vary a lot from one company to the next. This guide will basically be a go-to bible for people in the company when it comes to what’s deemed “fair and acceptable” use of your brand and branding materials.

Here is the basic information you want to include:

  • Company Name.
  • Mission Statement.
  • Company Slogan.
  • Logo Design(s) and what/when/where each rendition is used.
  • Color Schemes you use — Include as much detail about color usage as it relates to your brand.
  • Typography — What fonts and overall writing style you use in your blog content, press releases, emails, sales copy, sales agreements, etc.
  • Imagery and Photo Styles — How should these look to the market? Under what circumstances are different styles used (ie., warm/cool, saturation levels, feelings they should evoke, etc.
  • Copy Guidelines — The more details the better about capitalization of letters in the brand name/brand material, and specific circumstances and locations in certain content to put trademarks, affiliations, slogans, disclaimers, etc.
  • Potential and known examples of what the company considers poor use of the brand — such as employees using inappropriate language while signed into company social and other online profiles.

All employees must get a paper copy and have cloud access to the guide as needed.

4. Everyone on the Team who Distributes Branding Material Needs Full File Access to all Logos, Graphics and other Branding Materials

The last thing you need is a branding faux-pas because someone had to tinker out their own rendition of a critical branding graphic such as the company logo. Regardless how big or small the company is, your team must to have all the tools they need to maintain brand consistency in every task they do.

5. Designate an In-House “Branding Police Squad”

You can’t do it all. Few SME owners have the time and resources they need to monitor how your brand name and branding materials are distributed and used. And you shouldn’t have to. It’s likely you have everyone you need already to form your own little in-house brand police squad.

Find the needle-in-the-haystack types who work for you and encourage them to call people out when they see something that goes against your official branding style guide. Also, encourage them to touch base with you to add and/or change rules found in the guide as you continually strive to build and maintain the brand.


Brand consistency is something you’ll have to persistently strive for as the years tick on and the company grows.

If you make daily use of the five tips mentioned on this page, fewer branding nightmares will take place and you’ll never have to worry about your company being mistaken or lumped into the same category as the competition.

This article was partially inspired after reading this great oldie-but-goodie about the power of consistency in entrepreneurship on

Original Article

Signs Manufacturing, a Dallas Sign Company

Hazards of Cloud Based Sign Software


Gamers are getting a kick out of this one.

Sometimes hacked signs can just be funny. Usually, not so much…


Avoid Cloud-Based Sign Software At All Costs

Why does Signs Manufacturing AVOID CLOUD BASED SIGN SOFTWARE?  This is one of the many reasons why!

Porn hack raises questions regarding OS and digital signage security

June 1, 2017 | by Jeff Hastings

This past week, the media’s been abuzz with the recent hacking of digital signage kiosks in Washington D.C.’s Union Station. The simple fact that adult-oriented content was displayed nefariously in a public space frequented by people of all ages is cause for concern. And while this particular incident makes for catchy headlines, it underscores the (often overlooked) importance of security. Failure to take necessary security precautions leaves digital signage networks…for lack of a better term…exposed.

Truth be told, unauthorized access of signage networks happens more frequently than you may think – and certainly more frequently than is reported in the media. The reality is that most digital signage is now connected to the internet in one way or another – either to pull real-time content or for the purpose of remote network management. Internet connectivity leaves signage networks vulnerable, and software is the only deterrent that stands in the way of hackers.

All too often, standard consumer operating systems such as Android, Mac OS, Windows and Chrome OS are used to drive signage networks. And while consumer OS solutions are easy to implement and feature rich, they are notoriously difficult to protect. These operating systems are constantly updated as their publishers add new functionality and bug fixes. Each of these updates creates a new potential backdoor for hackers to exploit to gain access to the network. So unless network administrators and software vendors are constantly looking for and shutting down these backdoors as they’re created, hackers will find a way in.

For years I’ve preached the advantages of purpose-build digital signage over traditional signage solutions. Here is yet another example of how hardware and software with the sole purpose of powering digital signage hold a significant advantage over consumer-oriented operating system solutions. Proprietary operating systems that are built solely for digital signage far surpass consumer-oriented operating systems in their approach to security. A proven security platform that can be utilized in this proprietary operating system approach is one that is widely used in the broadcast industry. This approach allows for the content to be hardware-encrypted which enables an extra layer of security so that the content is real-time decrypted with customer-specific security keys in the processor at the time of delivery to the display.

The silver lining emerging from the Union Station incident is that it spotlights the importance of secure software within the digital signage ecosystem. Each notable security breach presents an opportunity for proprietors and vendors to reassess their signage infrastructure to ensure they aren’t at risk for the embarrassment and disruption of a compromised network.

Image via


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How Valuable Is My Business Sign?

How Valuable Is My Sign?

How Valuable Is My Business Sign?

Coyote Drive In Theater Opens in North Texas

Coyote drive-in theater opens in North Texas this weekend

OCTOBER 28, 2016 12:09 PM

6 Collin County Cities Among Best Real Estate Markets

Six Collin county cities among best real-estate markets

6 collin county among best in real estate

According to latest WalletHub study, 6 Collin County cities were named among the best real-estate markets nationwide. Overall, there are 8 Texas cities in top 20.

See rankings below.

Overall Rank City Total Score ‘Real-Estate Market’ Rank ‘Affordability & Economic Environment’ Rank
1 Frisco, TX 86.76 1 1
2 McKinney, TX 83.87 2 2
3 Richardson, TX 80.95 3 12
4 Murfreesboro, TN 79.80 4 13
5 Austin, TX 79.75 5 8
6 Allen, TX 79.30 14 4
7 Overland Park, KS 78.32 7 40
8 Thornton, CO 77.61 12 17
9 Plano, TX 77.49 13 18
10 Arvada, CO 77.47 9 43
11 Denver, CO 77.11 6 101
12 Denton, TX 77.01 15 28
13 Greeley, CO 76.99 10 60
14 Nashville, TN 76.78 8 80
15 Lincoln, NE 76.56 16 37
16 Cary, NC 76.09 31 3
17 Carrollton, TX 75.95 17 23
18 Seattle, WA 75.38 11 133
19 Boise, ID 74.28 20 68
20 Irvine, CA 74.18 22 53

In order to identify the best real-estate markets, WalletHub’s analysts compared 300 cities across two key dimensions, namely “Real-Estate Market” and “Affordability & Economic Environment.”
They evaluated these categories using 16 relevant metrics, which are listed below with their corresponding weights. Each metric was graded on a 100-point scale, with 100 representing the healthiest housing market.

They then calculated overall scores for each city using the weighted average across all metrics, which were then used to construct final ranking.

Original Post

Collin County Sign Company

Communities Continue to Grapple with Revising Sign Codes

Sign and Graphics Companies, Communities Get Guidance on Temporary Signs

September 1, 2016

Communities continue to grapple with revising sign codes to comply with the U.S. Supreme Court ruling in Reed v. Town of Gilbert. In recent days, cities and states have faced lawsuits, questioning whether existing codes meet the Supreme Court ruling.

The court case dealt primarily with temporary signs, ensuring that communities must treat all types of temporary signs the same regardless of the message contained on them. Temporary signs have long been an important type of signage—and a complex issue for communities to navigate. The Signage Foundation has revised and updated its Best Practices in Regulating Temporary Signs to provide additional guidance in light of Reed. The research offers information on various types of signs, regulating them and ensuring that any sign codes comply with court rulings, including Reed.

“Because of Reed, real-estate, political and construction signs, etc. are now considered content-based signs because you define them by their content…While it is true that before Reed a few court cases allowed the regulation of a limited number of content-based signs, such as real estate or political signs, those decisions have now been effectively overturned by the Reed decision and should no longer be considered good law,” Wendy Moeller writes in the updated document.

Moeller, AICP, is a principal and owner of Compass Point Planning, a planning and development firm based in Cincinnati, Ohio. She is a member of the Signage Foundation’s board of directors.

In addition to the temporary signs research, the Signage Foundation has updated its analysis of the Reed case. Professor Alan Weinstein, a nationally recognized expert on planning law, provides the guidance in The State of Sign Codes After Reed v. Town of Gilbert. The analysis looks deeper into the court decision and provides guidance for communities in responding to the ruling.

Best Practices in Regulating Temporary Signs and The State of Sign Codes After Reed v. Town of Gilbert are available for free download from the Signage Foundation.

Original Article

Texas Sign Company

Small Businesses Take Major Step Forward in Sign Fight

Small Businesses Take Major Step Forward in Sign Fight

Industry News • July 27

Small businesses hampered by a restrictive permitting process now will now have an easier time getting approval for signs to help advertise their businesses.
The victory came when the Chicago City Council passed a law streamlining the permitting process earlier this month. Previously, those seeking a sign permit had to receive approval from the city council before the sign could be installed. According to the Small Business Advocacy Council, which had worked with a coalition to improve the permitting process for more than a year, the old permitting process could significantly delay the installation of new signs.
According to testimonials of businesses affected, some were unable to install a sign for a number of months after opening—significantly impacting their ability to attract new customers. Others said they took the risky move of installing signs without the proper permits.

The Small Business Advocacy Council coalition included work from local chambers of commerce as well as the International Sign Association and the Illinois Sign Association. ISA and the Illinois Sign Association both brought expertise on the economic value of signs to business and insight into the benefits of streamlining the permitting process.

When the bill passed the City Council, the Small Business Advocacy Council estimated it would reduce the amount of time spent waiting for a permit by 50-80 percent.

To learn more about ISA’s advocacy work on behalf of small businesses, contact David Hickey,

Original Post

Sign Company in Dallas, TX

Wells Fargo Sign Photobombing The Competition

Posted 12 May 2016 – 12:20 AM

Ever have one of your signs photo bombed by a competitor?

Here’s a great story!

Vikings, Wells Fargo File Competing Motions in Signage Dispute


By Rochelle Olson Star Tribune

The Vikings say the Wells Fargo logos, visible only from above the buildings, “photo bomb” the image of the team’s new downtown Minneapolis stadium in telecasts.

The Minnesota Vikings and Wells Fargo both want a judge to rule on their behalf before a federal trial on whether the bank’s rooftop signs in Minneapolis “photo-bomb” the image of the new U.S. Bank Stadium.

Both sides filed motions Monday that will be heard by U.S. District Court Judge Donovan Frank on June 3. The documents filed are both motions for summary judgment, meaning each side wants the judge to pick the winner because the other’s claim lacks substance. The motion is typical in civil cases.

The Vikings, legally acting as the “Minnesota Vikings Football Stadium LLC,” filed the lawsuit last year because Wells Fargo put raised signs on the rooftops of two office towers adjacent to the new $1.1 billion U.S. Bank Stadium. The 56-by-56-foot logos are elevated 18 inches, which the Vikings say is a violation of a two-year-old agreement that the signs would be flush with the rooftops.

The issue is millions, not inches. U.S. Bank, a Wells Fargo competitor, paid the Vikings undisclosed millions for the naming rights to the massive new stadium. The bank’s logo is on the stadium’s roof in white — visible from commercial flights in and out of the city.

The yellow and red Wells Fargo logo on each of the 17-story office towers capped the bank’s $300 million investment in a $400 million mixed-use development in Downtown East. Some 5,000 Wells Fargo employees work in the towers.

The Vikings say the Wells Fargo logos, visible only from above the buildings, “photo bomb” the image of the new stadium in telecasts.

Wells Fargo counters that its signs are allowed under the agreement with the team.

If Frank doesn’t pick a side, the case is scheduled for trial in July. The new stadium opens with a soccer match on Aug. 3.

Negotiations for the initial agreement nearly tanked the entire development around Wells Fargo. When the signs started going up, the Vikings complained to Wells Fargo, but the bank forged on.

The sides met last week with U.S. Magistrate Judge Janie Mayeron in a closed-door settlement conference. They left without reaching agreement. The case is on an expedited track.

Under a preliminary ruling by Frank, the signs remain in place for now.

Original Article

Signs Manufacturing & Maintenance Corporation Sign Company

The coolest new sign in the world (or at least in Portland)

05.11.16 | 2:29 PM

The coolest new sign in the world (or at least in Portland)

Panic, which has been making nifty software for Apple devices for a very long time, just dressed up its headquarters with signage. Which would not be worth even a medium-sized whoop except for one fact: The company not only rigged its sign to change colors, but also built a web app that lets anyone choose a color scheme.

More details—lots of them—from Panic’s Cabel Sasser here.  

Original Post

Signs Manufacturing Sign Company in Dallas Texas