Is your brand as healthy as you think?
WRITTEN BY: ALISON JOSHI, DIRECTOR OF JWJ DESIGN
At the AIP Southern Regional Event in Southampton, I asked indoor play operators to complete a short questionnaire about their branding and how well set up they are for consistency. The encouraging news is that many businesses are already on the right track — but there are still some common gaps that, if addressed, could make a big difference to how consistent and recognisable their brand truly is.
1. Brand guidelines are in place (yay!)
Most operators told me they already have brand guidelines, and teams are generally good at using the right logo at the right time. That’s a brilliant foundation for consistency.
But…
2. White logos are missing (and they’re more important than you think)
Not many had a white version of their logo. This might not sound like a big deal, but it really limits what you can do with imagery and design. Having a white-out version means your logo can sit neatly on photos, dark backgrounds, or layered creative without losing clarity.
3. Booking systems are looking consistent
A big tick here: most felt their booking systems were on brand and consistent. That’s so important because it means the customer journey feels seamless from start to finish.
4. Canva templates: a 50/50 split
Half of the group said they had Canva templates for testimonials. The other half didn’t. Templates are a simple but powerful way to make sure your posts look clean, professional, and instantly ‘you’. They also save your team a lot of time and prevent that DIY look creeping in.
5. Emergency signage could go rogue
Quite a few operators admitted they don’t have templates for operational signage (think ‘out of order’ or ‘closed today’ signs). The result? Staff whip something up themselves, and it rarely matches your brand. Creating a few simple Canva templates for these situations means your brand stays consistent at all times.
6. Seasonal colours: a slippery slope
Lots of people thought it was fine to use seasonal colours for events like Christmas and Halloween. This might seem harmless, but it’s one of the fastest ways to dilute your brand.
Think about supermarkets: at Christmas, Sainsbury’s don’t suddenly start using red instead of orange. They stay true to their brand palette, and just bring in festive elements around it. Sticking to your colours helps you stand out and builds that long-term recognition.
An option could be to lead with your primary colours and use the seasonal colours and little accents rather than dominating the creative.
Also, don’t always think ‘red’ for Christmas. Blue, purple and green can be classy alternatives.
7. Can your brand stand-up without the logo?
One of the toughest questions was: “If your logo wasn’t on your marketing, would your audience still know it was you?”
The answers were mixed — and one that is difficult to measure. Building a brand that’s recognisable without a logo takes time and effort. The key is creating:
– Strong, consistent templates
– Recognisable image style
– Consistent graphic assets (icons, patterns, shapes, textures)
This won’t happen overnight, but is the key to strong brand recognition.
Overall, the results were encouraging. Most operators are doing a lot right — but there’s still plenty of room to tighten up assets, create practical templates and stick to brand colours. This was highlighted when we went to their social media pages and had a look through their posts. Many of the operators may not quite realise how disjointed their posts look, and how damaging inconsistent designs can be when trying to stand out from all the competition.
Want to know if your brand is really working as hard as it could? Get in touch to book a site visit, and I’ll give you a detailed review with clear, practical guidance on how to tighten up consistency and boost your brand impact.
