Page 157 - MICROHUB Handbook - ENGLISH

ESSENCE

Your message, what you want to
communicate through your brand alone

is not enough to connect with your

customers/audience. It is the tone and
attitude of your message and the way

that you will communicate it that will

make all the difference to attracting
attention and maintaining that

connection.

If you have defined a lighthearted visual identity but your text copy

uses direct, rigid statements, then you are confusing the recipient of

your communication campaign, which is totally opposite from your
aim to create/build trust and comfort. The visual tone should be

concise with the language used.

Where is the creativity though?

Could being too consistent become blunt and boring for

your audience?

Well, consistency does not translate to boring repetition, but rather
keeping within the same values and visual guidelines. Great

campaigns and brands are built on a very consistent idea, but also

offer variation as they aim to keep their audience engaged and
intrigued as to how the experience of the next campaign message

will be.

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