The great Aristotle once said, “We are what we repeatedly do. Excellence, then is not an act, but a habit”. We are what we do and consistently performing the same feats will eventually form habits. For what is the man who paints everyday if not a painter?

It can then be applied to our workspace, the telltale sign of quality is consistency. Whether its in the design or the delivery, the experience or the execution, consistency is the conscious effort to share and strengthen our own ideas. Nowhere else does this echo more truly than in your branding, where your company’s visual identity is sacred.

Exceptional lengths are undergone to ensure consistency across all platforms by substantial brands, affording to spend countless dollars on branding services that guide the company’s marketing departments the optimal way to present the company’s branding. One of the many things in these branding guides marketers find are specifications of the company’s colors and typeface to even the exact dimensions to frame their visuals.

Brands find it increasingly important to have the ability to manage and control every single aspect of their identities — a natural feeling for companies as we’ve discussed the importance of maintaining and representing their visual identity as accurately as possible. Daza Design provides these graphic design services and branding services through our online design agency and we’ve learned a thing or two about responsive branding.

Hop on the responsive design bandwagon!

In recent years, responsive design has exploded what with the seemingly growing mobile audience. It seems that users now have become more likely to browse the internet on their smartphones and mobile devices (tablets come to mind) than to use a PC or their laptop for their viewing pleasures.

As the design community has trended towards mobile optimization, emboldening companies and brands to relinquish control of their branding assets. Once before, brands may have insisted upon the precision of their layout design and framing, yet today it has become the norm that designs must adapt to different devices.

Don’t bombard your audience with the same material.

Featured on the ever-prestigious Harvard Business Review, UCLA research professor Alan Castel has theorized that the more we see something, the less we notice it. This phenomenon is rooted in a study conducted among UCLA students when asked to recall (and draw) Apple’s ubiquitous logo.

Interestingly, students found it difficult to replicate the exact features of Apple’s signature look. This in part is based upon something called “attentional saturation”, where we subconsciously don’t record everything we see — it would be inefficient for our brains to notice and take note of everything that we see. Not to mention another thing called “inattentional blindness”; where we’re too preoccupied to notice other things. Check this study out to experience it firsthand!

Basically, what it boils down to is our brain is in a constant state of curiosity, focusing instead on exploring new experiences. This argument serves the basis of why it’s time to forget the old way of doing things — making things seemingly fresh and brand new draws customers to your brand.

Diversity and variety can help your brand stand out.

Already documented by scientific research, the brain is simply wired to turn a blind eye towards brands that we constantly come to contact with. It is becoming increasingly apparent that it might be time to acknowledge that consistency might not hit its mark and may actually be hurting your brand engagement with its audience.

Consistency is no longer the hallmark of quality; not the way that is used to — in large part to the thriving growth of technology, consumers are regularly exposed and saturated with advertisements and marketing. Attitudes in the design community have reversed on the influence of consistence and have begun placing the emphasis into responsive branding.

Take industry titan Coca-Cola and its innovative design approach to its products’ packaging. Although it may initially appear to reinforce consistency across its product line, there are variations present in each of the packaging design of the several brands. Take the bottle of Coke Life and Coke Zero, the former’s green packaging plays to the brand’s label ( the color green can symbolize the essence of life) whilst the latter’s black distinction symbolizes the absence of calories in its particular line. By creating variety in its design, Coca-Cola is able to increase brand engagement rather than decrease it they had stayed consistent.

On the other side of the fence, long-time competitor Pepsi has displayed its earnest to welcome responsive branding. Recently, Back to the Future was making waves on the internet as one of its famous scenes depicting the future was nearing the actual date in today’s world. In the film however, the blockbuster hit depicted its concept of “Pepsi Perfect”, otherwise what the filmmakers believed Pepsi would look like in 2015. Capitalizing on the film’s cult popularity, Pepsi released a limited edition rendition of the hotly anticipated Pepsi Perfect.

Keep your branding new and responsive to increase your audience engagement.

In its early beginnings, responsive design simply meant scaling down desktop sites to fit into mobile screen to only reinforce uniformity over the brand’s visual identity. However, design agencies have learned that this approach is an aging experience: each platform has its own limitations and one’s branding services need to be refreshed and reevaluated. Branding your business with new and responsive designs will conceivably increase your brand engagement. Meet with a design agency, especially one that offers graphic design services and branding services. Now that designers and brands have begun embracing responsive design, they can incorporate this approach to their branding. Responsive branding in and of itself will maximize your brand recognition and ultimately your engage new and existing customers.