Branding is the key to differentiating yourself from the competition. If you don’t build your brand promise around consistency and live up to it, your branding efforts are pointless. It is the consistent, desired experience that builds trust and trust is the foundation for loyalty and promotion.

 

1. Brand Consistency Builds Brand Awareness

An important reason to create consistent branding and marketing is to build your brand awareness. Customers are significantly more likely to purchase from a brand they recognize because of their consistent brand image and content marketing, so make sure to maintain both with regularity. Your online visibility marketing message should be consistent so that your audience knows what to look for and should be posted at similar times so they know when to look. Your brand visual design should stick to the same color theme, photo quality and brand placement and your digital marketing should be consistent with that as well. Brand marketing consistency will build awareness that will lead customers to easily and immediately recognize your brand.

Brand consistency moves you to a higher level of recognition in the marketplace.

Your brand should be so consistent and so synonymous with your product experience that when a consumer sees your signature brand they will quickly be thinking about making their next purchase from you.

 

2. Brand Consistency Creates Trust

If you notice a company that regularly changes their brand color and design, doesn’t keep a consistent message and doesn’t look like the same company in their online visibility marketing and print media marketing, you probably wouldn’t have a lot of faith in that company. Customers are 71% more likely to purchase from a brand or company that they trust and recognize (Source: Global Banking and Finance). Building a reputable brand is extremely important to your business. Being trustworthy is a major element of a successful brand. Establishing that trustworthiness will help to build brand & marketing consistency. Posting your content on a regular basis at similar times, utilizing the same platforms for specific purposes, and keeping brand messaging consistent will help to build trust.

 

3. Brand Consistency is Memorable and Builds a Trusted Consumer Brand Experience

Brand Consistency builds Recognition. It is not just about getting your company name out there. It’s about making it easier for consumers to get to know your brand on a personal level and remember it.

It’s a long-standing concept that “Purchasing is More of an Emotional Decision Than A Practical One.”

Part of engaging the right emotions with your consumers is making them feel like they know your brand and that your brand can be trusted.

Giving consumers a quality and consistent brand experience is building a dependable brand relationship.

Developing a consistent look for your brand throughout your print media, your website, online visibility, in your business or store and your packaging design for your products will make consumers feel more at ease with your brand.

 

4. Consumers Feel They Know You when They Recognize Your Brand

A consistent brand message and brand marketing design will create quality communication with your consumers. It is a major step toward letting consumers get to know you as a company.

When your consumer knows your brand, they will identify with you and your purpose. And when consumers feel like they know you and can trust you, they will be more likely to purchase from you again and more likely to recommend you to others.

I’ve heard so many company owners say, if they could just get consumers to try their product, they know they would like it and want to buy it again. Well, putting a consistent brand identity in front of consumers is a strong step in the right direction to attracting new customers.

Branding is the key to differentiating yourself from the competition. If you don’t build your brand promise around consistency and live up to it, your branding efforts are pointless. It is the consistent, desired experience that builds trust and trust is the foundation for loyalty and promotion.

Yet many business owners or leaders of organizations are strangely resistant to upholding the brand promise in which they invested so much time and money. Or, they lose sight of the brand values as they focus on the day-to-day activities of their team. It happens more often than you think and it happens because of the false belief that branding is simply about creating a slogan and a logo that millions of people will recognize and remember.

 

5. A Company Is More Capable of Brand Consistency when They Develop Brand Guidelines Internally within their Organization

Most large corporations (and some small to midsize businesses, too) create brand style and usage guideline booklets to ensure all messaging and brand asset usage is not diluted and is consistent. These brand guideline booklets not only help the marketing department, but they also serve as guides to other employees and departments as your company grows.

Your business may not be the size of Apple or have the reach of Google. Maybe you’re in the process of establishing your personal brand. Large company brand guideline booklets may seem overwhelming. You don’t necessarily have to be as expansive with your brand guidelines if your company is smaller and fewer marketing people will be working on your brand. However, you should take the time to establish a foundation that guides your messaging and you should ensure that it aligns with your business goals and the needs of your target market.

 

6. It’s Important to Pay Attention to Internal Branding and Company Brand Culture.

Internal Company Culture regarding Brand consistency is very important in creating a company culture that people want to be loyal to. After you’ve taken time to cultivate a brand message that will resonate with customers, the internal brand experience has to match — that requires employee participation. Slapping your logo with a list of brand values on some posters throughout the workplace is not enough. You should attempt to get a marketing leader involved with any existing corporate culture-building initiatives.

  • Ensure that onboarding and training programs incorporate brand values.
  • Provide branded items (shirts, mugs, business cards, laptop cases) to create internal brand loyalty
  • Create Brand Ambassadors within your company who can promote your brand on social media, online visibility programs.
  • Develop marketing collateral pieces to explain each department’s role in the fulfillment of your brand promise.

When your internal company team understands the brand, the more consistent the delivery of brand experience will be to customers.

 

7. Use Your Brand and Brand Design Elements Consistently and Provide Access to Employees

The only thing worse than seeing a logo stretched out of proportion, pixelated or painted up with new colors is seeing it shared that way with staff and customers. To stop this from happening within your company:

  • Create a shared folder on your company network or the web that gives employees access to approved brand visual marketing pieces and instructions on how to use them both on and offline. This is a great place to have access to your company brand guideline booklet for everyone in the company to review.
  • Develop a branded slide deck theme for your webinars and webcast videos.
  • Create social media post photos for your employees who participate in employee online visibility programs.
  • Provide document templates and social sharing templates that help your team present a consistent brand look and feel online.
  • Create a marketing team or designate to one person to oversee & manage print and promotional materials to ensure your brand is always used correctly in print and promotional materials.

Recommended tools for:

 

8. Online Visibility Platforms Should Align with Your Brand’s Identity and Customers’ Preferences

Don’t get distracted by every new online marketing trend and platform! It’s easy to be swayed by what business colleagues do. However, the online visibility platform that works for their audience might not be the right platform for you and your target audience. Before following the crowd to an existing platform or becoming an early adopter of a new platform trend, evaluate the offering to determine whether or not it makes sense for your business. Ask yourself:

  • Would you expect to find a brand like yours on this new platform or executing this type of strategy?
  • Would you trust a brand like yours if it were on this particular network or conducted a new kind of campaign effort?
  • Does your target market audience engage on these social platforms?

Location, location, location — it’s not just a consideration in real estate it also applies to your brand marketing positioning in your business industry as well!

Are you creating a consistent brand experience?

Keep your brand consistent. Don’t get bored with seeing your brand just because you see it every day. Your target audience only sees your brand once in a while. It’s easy to make a few missteps when crafting your brand identity message consistantly. Even slight variations such as brand color or image can detract from the brand consistency loyalty you’ve worked so hard to establish with your customer. If you feel that you need a refresh of your brand call a company such as AK BRANDING and ask for a consultation on whether you should rebrand. This is a very important decision and should not be made too quickly.

9. Increased Revenue with a Consistent Brand.

We know that consumers prefer brands that remain consistent in their messaging, logo/brand and marketing efforts, so make sure you aren’t missing the mark. Did you know that the average revenue increase attributed to brand consistency is 23%? And choosing consistent brand colors can increase recognition by up to 80%! (Source: Lucid Press) Those statistics can mean a huge difference for your business. A great way to guarantee that is by creating a brand guideline booklet, which can include everything from a description of tone and voice, to social media examples, to the hex codes of your logo. The more specific your brand guidelines, the more accurate consistent your brand assets can be, which will help generate more revenue for your business.

Giving your customers a consistent brand experience, in addition to making sure your voice and tone are consistent will help to bring new and returning customers to your business. Consumers prefer a dependable brand and marketing strategy that incorporates all aspects of your business, from your online visibility social platforms, to your brand, to your print media design pieces. The key to a successful marketing strategy is making sure your messaging is consistent and memorable.

Get Branded. Be Remembered.

For any questions about Branding call 425-890-7271 and you will have the opportunity to speak with Brand Expert, April Ness at AK Branding