THE IMPORTANCE OF CONSISTENCY

In this global era. competition is already so tight, in trading both goods and services. In daily life we come across so many different brands for the same type of product, for example,even just to buy margarine there are so many choices, such as Simas Margarine, Forvita, Filma, and many more. However, there is one brand which comes up first in the public mind, known as 'top of mind', in this case is Blue Band. Our challenge now is how to make your company brand be ’top of mind' in consumer perceptions.

Lots of effort is made to develop and introduce your brand to consumers. Unfortunately many companies forget to maintain the consistency of the brand they own as an investment for the future. Maintaining a brand is a very important asset, as it forms the identity of a company. One important element in maintaining a brand is from the visual aspect, represented by the brand mark and brand application. Brandmark forms a symbol, inside which is the soul of the company. In creating a brandmark, do not think of it as just pleasing to the eye because a successful brand mark is a brand mark which fits the values, essence and mission and vision of the company. Once the brand mark has been appropriately created,that doesn't mean that maintaining the brand is done. To keep consumer trust, the brand mark and its application have to stay consistent. One way of maintaining this consistency is by following brand guidelines or the Graphic Standard Manual (GSM).

Graphic Standard Manual (GSM)

Maybe there are still some people who are not really familiar with the term Brand Guidelines. Brand Guidelines, also known as a Graphic Standard Manual (GSM), is a book containing guidelines to maintain the consistency of a brand mark. GSM is not just a book, but forms a key to success in maintaining your company's brandmark consistency. Inside are various guidelines which communicate various attributes of the brandmark, including the following:

a. Brand Platform : Explanation of the brand essence, brand promise, directions of photography to be  used, and the brand mark philosophy.

b. Basic Elements :Containing various rules in the application of the brand mark, such as size dimensions, colour, xzadmissable and inadmissable background layouts, and brandmark proportions laid out for various types of application.

c. Application : Covering all media used in communicating the brandmark, such as name cards, letter heading, envelopes, uniforms. brochures, billboards, and so on. If a company wants to expand business to various other regions, cities, or even countries, this is no problem. Having the GSM guide book will help and facilitate consistent application of the brand mark,wherever and whenever.

Brand Consistency

Periodic communication of the brand will facilitate consumers remembering the brand. Brandmark consistency will result in an identity which will cling to the subconscious. Even just seeing the colour, or shape, or hearing the jingle, the brand will automatically be recognised by the consumer. An example is the brand 'Coca-Cola‘. lust seeing the shape of the bottle, or hearing the jingle. we recognize that brand, even if we are in another country. This proves that consistency in branding is needed.