When it comes to branding, consistency is key. If you want your customers to develop a strong connection with your brand, you need to make sure that all of your marketing materials are on-brand and reflect the same message. This includes everything from your website and social media profiles to your print ads and product packaging. Why is brand consistency so important? Let’s take a look!
What is Brand Consistency and Why is it Important?
Brand Consistency is how your organization delivers messaging that is directly correlated with the company’s core values, your promises as a company, customer experience, and brand identity elements. In the marketing world, we refer to this concept as to how “on-brand” your company’s marketing materials are to the branding guidelines and brand identity.
A strong brand can be achieved in lots of ways, or better yet, a combination of the brand identity elements:
- Brand Message: This includes things like the tone of the brand voice, the brand story, and brand communication. How are you speaking to your target market?
- Brand Visual Identity: This includes things like the brand logo, the brand’s visual assets, and the color palette. How will you be easily recognizable?
- Core Brand Values: This includes things like your brand promise, the way you expect your employees to serve your clients and, the way you represent the company. How do you want to be received?
Building Trust with Your Customers
Brand consistency is important because it builds trust. When your customers see the same branding across all of your marketing channels, they’ll know that they can trust you to deliver on your promises. If you’re not on-brand, your marketing materials will look and feel disjointed which can confuse customers and make it difficult for them to understand what it is that you’re trying to sell.
Consistent branding also helps customers remember who you are and what you stand for. With a strong, consistent brand identity, you’ll be able to attract more customers and keep them coming back for more.
Making Your Company Memorable and Easy to Recognize
Repetition is known to be highly effective by using things like flashcards- as it serves the same strategy with your brand. According to B2B Marketing, the age-old marketing “rule of seven” still rings true today in that people need to see, hear, or read something at least seven times before recalling it.
Brand consistency also is a big factor in an overall marketing strategy. Your brand serves as the foundation of all your marketing materials and it’s important to be able to communicate the same marketing messages, visual assets including logos across all your marketing materials.
If you want your brand to be as memorable as the Coca-Cola Polar Bear then you need to maintain brand consistency across all your marketing channels- this is known as brand recognition.
Saving Time and Money
When your brand is successfully maintaining trust and consistency across all marketing efforts your brand will start to receive something called brand equity. Brand equity is when a customer sees your company as reliable, high quality, and easily accessible.
Customers who are loyal to your product or service are willing to pay the money towards the companies brand rather than for a generic product they’ve never used before. Let me give you an example-
If you have been using the same haircare, skincare routine for quite some time now you know the quality you receive for the product. It may be your hair feels softer or smells better, or your skin is less prone to breakouts. You are more likely to use these same products for whatever price- because you know the results and are guaranteed by the company to receive those time and time again. You are starting to hook potential customers on your product or service simply by word of mouth marketing. If people love your brand and product- they will inevitably talk about it.
Strategies for Maintaining Brand Consistency
There are a few key strategies that you can use to help maintain brand consistency across all your marketing channels. Brand consistency is key when it comes to building trust with customers, making your company memorable and easy to recognize, saving time and money, and achieving brand equity. By following these simple tips, you’ll be on your way to a successful branding strategy.
Creating a Brand Kit
It’s important to have some general branding guidelines in place so all of your social media posts are cohesive. This includes having a style guide for your visuals (fonts, colors, etc.), as well as tone and voice for your posts.
Your brand’s personality should be consistent across all platforms and it should be easy to identify what company or product you are looking at just by glancing at one of their social posts.
I have written a different article that goes in-depth about creating on-brand graphics and maintaining your brand strategy, you should always include the following in your brand kits:
- Fonts: What font do you use for your bold headings versus a paragraph? You should have a maximum of three key fonts that you use for brand consistency.
- Logos: What is your primary logo and do you have a trademark?
- Colors: What colors do you use on flyers, business cards, or t-shirts? You should have a maximum of five key colors that you use for brand consistency.
Maintaining Company Values and Messaging
The first step is to make sure that your company values and branding messages are in line with each other. It’s important to be clear about what your company stands for and ensure that all of your marketing materials reflect these values. This includes things like company values, mission statements, and how you expect customers to be treated.
- Train all employees on how to represent the company and its branding correctly.
- Develop a process for approving all marketing materials before they’re released to ensure that they are on-brand.
- Make sure all of your marketing materials are designed in line with your branding guidelines.
- Regularly review your branding strategy to make sure everything is still on-brand and effective.
- Keep track of where your logo is being used online (and offline) and make sure it’s always being used in the correct context. If you find that your logo is being used without permission or incorrectly, take steps to get it corrected.
Social Media & Online Presence
Make sure your branding is consistent on all of your social media platforms and website- from the way you write your bios and post descriptions, to the colors and fonts you use in your visuals.
Create style guides for each of your branding elements including logos, color palettes, and typefaces so everyone who works on marketing materials will be using them correctly.
If you’re looking for more information on this the article I previously mentioned also touches on planning monthly social media content- check it out!
By following these simple tips, you’ll be able to maintain brand consistency across all of your marketing channels and create a memorable, recognizable brand that customers will love. Good luck! If you’re looking for help in curating a consistent brand strategy that directly speaks to your target audience and matches your company values – we can do that!
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