“It’s not what we do once in a while that shapes our lives.
It’s what we do consistently.” ― Anthony Robbins
Consistency. It is one of the keys of success.
Great basketball teams, at the top of their game, routinely run through fundamental passing, dribbling, rebounding and guarding drills to stay sharp and focused. It seems that at some point in skill level, fundamental drills would be at best, overkill and at worst a waste of time. On the contrary. Practicing fundamentals is key to winning games. When the pressure is on, at the end of a tight game, teams with great fundaments are less likely to make errors. Practicing Fundamentals when highly successful is Radical Consistency!
It is common knowledge, the Tiger Woods was at the top of his game, would hit 100 balls on the driving range AFTER winning a tournament round to build consistency. Consistency wins golf tournaments. Practicing after winning a tournament is Radical Consistency!
When it comes to Corporate Identity, Radical Consistency is equally critical for a business.
An organizations Trademark must be used in exactly the same way every time. With the information overload that we face every single day, we cannot afford to waste any opportunity. A company must practice Radical Consistency in the manner in which it protects the Integrity of the Trademark. Too may times I have seen an organization’s Trademark misused, altered or tweak so that it will give the appearance that they are different companies.
An effective Logo should have no more than 2 variations at the most: A vertical presentation and a horizontal presentation. In each of those applications, the Fonts should be identical, the colors must be identical and the spacing within the Trademark should be identical. That way when the Trademark is seen by the public it will always point to a singular company.
Be Radically Consistent!