Speaking about branding, it is said to be the essential aspect of marketing. Branding refers to the efforts placed in deciding names, creating logos, slogans, designs, and more attributes associated with an organization or a product. Brand utilize the emotional factor and digital assets such as images, videos, and various types of content to establish and nurture the relationship with potential customers. The better a business builds the relationship, the better the brand recognition it makes.
However, the value of the brand gets disturbed when the brand fails to form this relationship with the help of consistent brand elements, and over time, it can have a permanent effect on the business. However, before we dive in to tips to maintain the brand consistency, let’s discuss what brand consistency means and why is it important.
What is brand consistency?
Brand consistency means delivering messages associated with the brand, which conforms to the uniform guiding principles. Businesses achieve brand consistency by aligning al representation of their brands such as logos, colors, typography, marketing content, voice, and brand message with defined corporate values and have a clear identity. Simply put, brand consistency is what makes a brand recognizable.
Why is brand consistency important?
Building a brand identity which is recognizable for the audience is a vital aspect for any business. When a customer decides to make a purchase, the brand which is thought of first by the customer has a significant advantage.
Think of your brand as an individual. When a person first meet, it is likely that they do not remember everything about the person. It is possible that they recall faces or names, or if not, they can recall the story or the feeling they had when they first met the person. However, it may be difficult for a person to recognize that particular individual if he uses a different name every time they meet, disguises the voice, or chooses a different attire in every meeting.
Similarly, if a brand uses various attires and colors on various platforms, it is likely that their audience might not be able to recognize as a similar brand. For an individual, it could be something as simple as a pair of glasses which can make you go from Clark Kent to Superman, but for a brand, it can be its logo design, web page, content, or something as simple as an image.
No matter the factor of inconsistency, it can make your brand look untrustworthy, low-quality, and unpolished providing mixed messages to the audience. In order to build a better brand, understand the essence of your brand to deliver the perfect message to the prospects.
Tips for maintaining brand consistency as your business grows
As said above, your brand much more than just the simple representation of your company, it is the content that you create, the value you provide your customers, your mission, and everything in between. As your business move towards its success, it gets more difficult to maintain brand consistency. Here are some tips which can help you to do the job right.
- Understand what you stand for
Your brand is linked with your core values, which often relates to what you provide your audience. Even if you already have an image to represent your company, you can still make small tweaks to make sure that your branding sends the right message to your business prospects and what they can expect from you further to engage with you. To understand the mission of your organization, put your mission statement and core values on a paper, and analyze to make sure that your visual materials align with them.
- Build a foundation
There are patterns and strategies which you can personalize as per your needs to make things more comfortable for you and your workforce by providing them a consistent jump-off point as you produce content for your brand.
You can use simple templates from emails to your company’s blog posts to business cards and more. You can also seek outside assistance such as approaching a Wikipedia page creator to produce content for Wikipedia. Best of all, you get to keep your brand consistent over the years for any print or electronic content that you generate.
- Set up quality assurance procedures for your products
As your business grows, it can be easy for products or service to begin to stagnate. Upper management may cut corners in the budget, or business may switch providers and manufacturers to a third party business provider, which can result in your brand suffering by the big change. You need to set up quality assurance procedures to make sure that you are upholding your business standard, and no harm is brought on your brand identity.
- set an approval process
The approval process of your business was simple; you simply had to sign everything that asked for your approval. However, as your team grows, this procedure becomes more difficult. You can simplify this process by simply assigning someone on your team to call the shots. Form a small committee and use collaboration tools to avoid delays and which can be a result of sending emails.
- Keep your branding authentic
As said above, your brand is not limited to the visual aspect and representation of your company, but it extends to the internal communications with the workforce and overall tone of your content you produce which maintains consistency all around.
With the help of effective internal communication, not will only your workforce be able to deliver your vision and messages, but they will also feel more connected to the brand. In addition to that, your work culture is mirrored in your company’s image. Doing this involves your branding to be authentic and your branding messages consistent internally with the employees as well as with the audience.
Brand consistency is a critical marketing aspect which can make a difference in business recognition and growth. Take your time to ensure that you understand your mission and your business message clearly to be successful in achieving your marketing goals.