There a many types of brands, but let's talk about that kind of brand a lot of people think a brand should be. Most of those brands are in the telecom, FMCG, retail branche. The huge ones.
THE VERY CONSISTANT, I-KNOW-WHERE-TO-GO BRAND Superconsistant in logo (and mind you the positioning of it). Color schemes are laid out for the rest of the year(s). For everyone who gets to work for this brand there is a manual available with the do’s & don’ts. Ads and commercials will be repeated on and on in various media in order to claim a tiny space in the heads of the consumer forever, or at least for a long time. Loud & clear is their mantra.
The downside might be that you get tied up in your own rules and in the end will be fed up with the style and then there is no more to it than a major restyling.
The upside: recognizable from afar whether the consumer likes it or not.