We all crave consistency in life. It makes our lives simpler and easier to navigate. We experience what is known as cognitive overload when there is too much information to process. Good brand systems help you maintain consistency, stay organized, scale easier and be more efficient.

In Zimbabwe, markets get quickly saturated. That means more competition. Less market share and profits. If you want to win over the hearts of your audiences and hopefully build brand loyalty. This article will discuss how you can achieve this through good brand systems.

Very simply, a brand system are all the elements that work together to help you communicate your brand. Siegel & Gale, a global brand strategy firm, released their 9th edition of their Annual Brand Simplicity Index. It measures how brands that embrace simplicity are more profitable, and drive brand loyalty. Here are the top-line highlights from the report:

57% of consumers said they are willing to pay more for simpler experiences.

76% of consumers said they are more likely to recommend a brand because it provides simpler experiences and communications.

What has this to do with brand systems? Good brand systems will help you achieve the simplicity that your audiences already want. People are overwhelmed with so many marketing messages that for your brand to stand out, you need to create a consistent brand identity system.

01. Consistency.

When your brand speaks consistently, it helps build familiarity and trust. Your audience will be able to instantly recognise your brand.

02. Efficiency.

When you have defined your brand identity system, you no longer need to start creating communications from scratch. You work within your library of elements. Which makes producing new materials faster. When adopting new media, a good brand identity system helps you scale much easier.

03. Cohesion.

Good brand systems help unify all of your communications. Every brand touchpoint your audience experiences feels like it’s unified. When your audience feels good about your brand, it makes it easier for them to be loyal and recommend it to their peers.

01. Brand Story.

Your brand story is absolutely important. It’s the foundation of your brand system. From your story we understand who you are, where you come from and what is your brand purpose — along with your values.

02. Brand Messaging.

Messaging is how your brand speaks; the language and the actual tone of voice you use to say those words. It helps you have distinction and connect with your ideal target audience.

03. Brand Logo.

This is the one a lot of people are familiar with. It’s a summary or an encapsulation of what your brand is. Taking all the elements of your identity — we try to condense it to a simple mark or word-mark.

04. Brand Colors.

Having a clear set of colors or palette, will help your audience identify you more easily. The more the consistent use. The more memorable your brand becomes.

05. Brand Typography.

Working together with the messaging, typography is a single or paired typefaces that are always used when communicating your brand. Different typefaces give your brand different emotional appeals. So let your story and messaging lead you to the most appropriate typeface(s).

06. Brand Imagery.

Sometimes referred to as Art Direction. Imagery helps your brand convey what maybe words often cannot — emotions. Your image library can be composed of photos only or illustrations — or both.

07. Brand Grid Layout.

Putting it all together to compose your communications seamlessly. Your grid layout will help define how your brand system’s elements are laid out. Where is the logo in relation to the imagery. Where is the imagery in relation to the typography. The grid also helps visually organise your information.