Brand Patterns and the Power of Consistency

Sep 9, 2023 | Branding

Hey guys, it’s your girl Adrian M White aka Brand with AMW and I’m here today for another weekly Brand & Convert Chat and Chew. This is your chance to take a quick snack or lunch break and learn about all things branding, marketing, and entrepreneurship. Get your notebooks out because I have some juicy content to share.

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The key to a successful brand is a consistent visual identity. Simply put, in order to gain brand recognition you have to look like you, regardless of where you’re being represented. This is achieved by using your brand’s logo, colors, and icons consistently. Take a look at your current branding. Does it accomplish this on all platforms?

If you answered yes, then you’re on the right track. Congrats! Now it’s time to take things to the next level. Does your brand include a cohesive pattern? This is an aspect of branding that many small businesses overlook, or they assume they can get away with something generic, but this is a huge missed opportunity. And that’s what we’ll be talking about today, “Brand Patterns and the Power of Consistency”.

So what exactly is a brand pattern?

Consider a brand pattern like wallpaper for your brand. They are designs used to accentuate, but not steal the show from your logo. While it’s true these elements are generally not presented front and center in your designs, they can play a vital role in creating strong brand recognition. The beauty of brand patterns is their versatility. They can be used in countless different ways, and they offer some flexibility that traditional branding elements like logos aren’t suitable for.

Here are 3 places you can use a brand pattern:

1. Online – One of the most common places you’ll see patterns used is online. The elements make great backgrounds for products and text on homepages and in blogs. This is a subtle yet effective way to get your branding on graphics that may be shared across the internet, without slapping a logo on everything in sight.

2. On Printed Materials – Before you go and include a bunch of stock photos in your company’s brochure, you may want to consider a more unique approach. In most cases, incorporating a pattern that was designed specifically to match your brand will look more polished and purposeful. These patterns and textures work very well on packaging design, on vehicle wraps, letterhead, and even on the back side of business cards as an extra visual element and pop of color.

3. On Social Media – You’ve probably noticed your company’s social media pages look different depending on where you view them. The size, scale, and placement of the profile photos and cover images vary from platform to platform and it’s nearly impossible to predict what these graphics will look like on different tech devices. Trying to include text or crucial images in cover photos rarely works out and you end up with awkward cropping. Using a pattern or texture in social media headers creates a “wallpaper” effect and alleviates the need to frequently create new images.

Are brand patterns and textures really right for your company?

In most cases, the answer to this question is yes. Just as a consistent logo and color scheme aids in brand recognition, so does a recognizable pattern.

While some companies use this as a way to incorporate a bit of fun into their brand, there’s no right or wrong way to do it. It’s entirely possible that the best strategy for your company is to keep all patterns very simple and subdued. Start looking around at websites you enjoy and print marketing materials you find throughout the day and you’ll begin noticing how prevalent and flexible these designs really are. The possibilities are endless and this will become even more apparent as technology evolves.

If you need help creating your brand pattern or brand design in general, my team specializes in creating custom brands, logos, and patterns that will make your business stand out online and exude professionalism. To get started, book a complimentary discovery call with me at www.uniquebrandsthatconvert.com.

That’s it for today. Comment below with any questions. Don’t forget to follow me on Facebook, Twitter, and Instagram at Brandwithamw for more entrepreneur advice and a look into my everyday life.

Wishing you much success and good juju.

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We are a boutique branding, web design and marketing consulting firm in the Washington, DC Area, specializing in beautiful brands and websites that convert for female service-based business owners. Learn More