As marketers or branding experts we need to be very conscious of how we are portraying ourselves in arts organizations. It's very easy to do many things at once and lose sight of what your brand is- consistency, once you have decided who you are is an absolute. This applies to all facets of any art organization from the person at the front desk, to the washrooms and down to the font that you're using.
Today, I want to focus on consistency in external advertising. A lot of organizations get mixed up in making things look different with different feels for the various events they put on. This is not particularly helpful. The message and feel can be different without looking foreign. You want someone to look at a poster or an ad and immediately associate it with your organization- if the look you go after is always changing then it is difficult for people to build a mental script with your organization. If people can easily identify you and understand who you are the eaiser it will be to convey your advertisement. This in no way means you have to be mundane it just means you have to be careful and conscious that your poster represents you first!
Soulpepper Theater Company has a very consistent and recognizable external advertisements that really fits their brand as a newer classical theatre company. Their website and posters for this season all have a very similar Soulpepper flavour, quirky yet still sophisticated. It is very different from other classical theatre ad's such as the Stratford Festival or the Shaw Festival but it speaks to its band and mandate. But most importantly it is consistent- it looks like a story board comprised or many different plays with many different meanings but all with the Soulpepper stamp on them!
Take a look here and enjoy!
http://www.soulpepper.ca/performances/10_season.aspx
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