The American Marketing Association (AMA) defines branding as follows: "A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme." It's important that when you promote or advertise your business you not only develop a consistent look and feel by your choice of colors, fonts and images but also that you use those elements consistently. It's okay for your look to subtly evolve over time, but don't change the look completely too often. Their's definite equity in consistency. Humans are creatures of habit and don't take to change that readily-think of the Classic Coke fiasco of a few years back. The formula changed, then the packaging changed to accomodate the PR fallout from the perceived taste difference. All the same, Coke consumers were not pleased and I suspect product sales were effected.
The AMA goes on to state: "Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.*"
It takes time and effort for a brand to develop and then ultimately readily recognized. It is not an overnight process. Budget for it and be prepared to stay in for the long haul. We say over and over visibility and consistency breeds credibilty--or in other words, you say something to the same crowd (YOUR demographic) often enough, eventually people will believe and respond to it.
There is definite value when a customer recognizes your look, maintain that look consistently throughout your marketing efforts. Let Melissa or I know if there is anything we can do to help with your business branding efforts either in print, online or via social media, only don't ask us to physically brand livestock....that's were we draw the line!
*Source: AMA, SEMPO and Wikipedia