It's the Same Difference

It’s a cliché that we have all used: It’s the same difference. It makes no sense, but it makes perfect sense. How can it be the same, but yet still be different? When it comes to branding, the answer is in a clear consistent message with a fresh delivery.

We all understand the importance of consistency in all areas of our life. The way we treat our friends and family. The way we manage our time. The way we conduct our business. We also understand the importance of variety and keeping things fresh and new.

Those thoughts hold true when we think about the issue of building a strong brand. A strong brand is more than just a good logo and memorable tag line. It is the face and personality of a business or organization. Consistency is essential in building a strong brand, but it also is one of the first things to disintegrate. One small compromise quickly turns into a watered-down brand and a confused identity. Setting standards is not enough. Usage of the brand must be constantly monitored. Each member of an organization has to understand the importance of consistency in visual and verbal communications and be empowered to carry out the standards. I’m reminded of a line from the song The Difference by the Wallflowers:

"The only difference that I see is you are exactly the same
as you used to be."  – Jakob Dylan

So how do we keep that consistency from becoming boring? We have to be the same. But yes, we have to be different. Things can change and things can evolve without being exactly the same, but change must be balanced with consistency.

One of my favorite travel destinations is Grand Teton National Park. If you stand off in the distance and look at the Teton mountain range, the major peaks are about the same height and very much the same shape (see image below). The closer you look you realize just how different they are. As you explore and photograph the landscape each is different and exciting in its own way.

Companies like Coca-Cola and Apple Computer are perfect examples of brands that have changed and evolved with the times, and yet maintained a consistent brand image without ever becoming boring.

Maintaining consistent brands requires discipline and commitment. Making them fresh and exciting requires creativity. Keep it the same. Make it different.