A powerful and instantly recognizable brand makes the job of a marketing department almost too easy. Positive branding greatly encourages customer trust in a company, breaking down barriers to conversion and giving marketing campaigns a head start in developing engagement.
Developing a strong brand takes time, however, and can only be achieved through consistency.
In this piece, we’ll look at some simple steps that businesses can take to ensure consistency is part of their branding strategy, and why it’s so important.
Branding opportunities are everywhere, and that can be a problem.
There’s almost no business situation that can’t be turned into a branding opportunity, whether it’s interacting with customers on social media, remodeling the entrance to your building, or simply changing the packaging used to ship your products. However, this in itself creates a problem – with so much opportunity for branding work, it’s easy for the message to become confused.
You can’t build a strong brand without consistency.
Consistency in branding is vital if it’s to be effective. If a consumer is presented with conflicting impressions of your organization, they’ll develop an instinctive mistrust of it, and this will discourage them from becoming a paying customer. So how can you ensure that consistency is a central feature of your brand building?
In short, it has to play a central role in your branding efforts. Let’s explore some steps you can take to ensure that happens.
How to develop a consistent brand
Develop core messaging. Decide on a core message that you want your brand to convey, and make this an overarching theme of all your marketing efforts, even as the more detailed focus of each campaign varies.
- Create a logo. Use the same basic logo design across all media, even if you need to tweak it a little to fit each context. Importantly, make the original design files available for use by whoever in your team needs them, so that everyone is working from the same basis.
- Establish a visual aesthetic. Echo your logo colors across all the consumable materials your company uses, from letterheads to product packaging, and even staff uniforms and vehicles if applicable. Use the same fonts on documents and graphics. Your visual identity is more than just your logo; it’s the entire visual aesthetic associated with your brand. Just as you should use the same logo whenever a logo is required, you should stick to the same visual aesthetic, as well.
- Codify the rules. Draw up a style guide which details the various elements of your branding, from logo to colors to fonts. Outline what sort of language should be used in literature, for example, a conversational tone or a more formal voice, and define the ideal customer that your efforts should be trying to reach. While a style guide is vital for ensuring different members of a large marketing team can work together, it’s also helpful for smaller groups in clarifying the overall approach.
- Enforce the rules. Make sure there’s someone who’s responsible for coordinating the branding aspects of the entire organization to make sure the same approach is used throughout. Remember that customers will come across your brand in many contexts, and if the branding is confused across different channels, then your customers will form matching confused impressions of your company.
Building a credible brand should be a prime focus of any company, helping to develop a loyal customer base that responds well to marketing campaigns. However, a clear message and strong identity is key to success, so ensure you have a plan in place that gives consistency the prominence it deserves.