What You Can Learn From Heinz Brand Consistency

By: Aaron Brown

Whether your brand has been around for years or just recently hit the market, it's important that brands strategize to maintain brand consistency. Heinz is one of the most famous condiment brands in the world and serves as the perfect example of this. Not only have they kept their brand consistent, but they have managed to also have fun with the brand’s packaging over the years.

A good brand is built over time and requires thought, strategy, and consistent implementation. From the name to the logo, from the product to the messaging, everyone knows what the Heinz brand stands for — leading it to be one of the most widely recognized brands worldwide.

Interestingly, their logo has remained largely unchanged since the 1900s and the Serif font and classic shield with green and gold stripes has remained consistent.

Here are few helpful tips to help you maintain brand consistency:

  1. Don’t associate consistency with boring. Consistency actually paves the way to creativity with impact.
  2. Communicate to your team the importance of your brand. Start the conversation by asking them to name a few companies they admire and why.
  3. Create a Brand Standards Guide – the guidelines that map out how your logo, fonts, colors, tagline, etc. will be used. Make it visual with proper and improper usage examples. It has to be simple and easy to follow, or it won’t have the intended impact.
  4. Go through the Brand Standards Guide with your entire team and provide print and PDF copies for them to reference as needed.
  5. Provide access to the proper logo file types to anyone who needs them. Your team members shouldn’t be recreating your logo on the fly.
  6. Hold your people accountable and retrain if necessary. It’s okay to appoint some team members to be the “brand police” who flag down offenses and keep the peace.


Aaron Brown is the Creative Director at Artohliks

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