When we think about branding, chances are that what comes to mind is a logo. While this is an important part of creating a brand for a business, branding actually encompasses much more than this. Branding is also about the personality of a business, its core values, beliefs, and its purpose. The way it communicates with its customers in every message it puts out, across any media, is also an important part of the brand image.
All the different facets of a business make up its branding; its logo, its tagline, the language it uses, etc. While there are many complexities when it comes to designing a company’s branding, the key principle is consistency. This applies across all channels and in every message you communicate. Visually, this means your website, social media, business cards, flyers, and emails need to be designed with the same logo, colors and font. This doesn’t mean that all of your advertisements need to look identical to one another. They do, however, need to keep the core elements. For your message, it’s important to maintain the same style of writing or speaking and communicate the same core values.
Here are three of the main reasons businesses need to keep their branding consistent.
The more a person is exposed to a brand in a consistent manner, the more likely they are to begin to trust them and develop a sense of loyalty to them. If you give off the impression in your online marketing that you are a quality brand that customers can rely on, but then they receive poor quality marketing materials with a different logo, they are going to doubt your reliability. Being inconsistent in your brand messages will bring doubt to people’s minds that they can trust you. So, consistency is key because trust plays an important part in choosing who to buy from.
Make your brand memorable so that people think of you when they are in the market for what you sell. Maintaining consistent branding makes it much more likely that people will recognize something as belonging to you even if it is not explicitly stated. For example, seeing the words ‘Just do it’ or seeing bright yellow and red colors in a burger advert will make you think of Nike and McDonald’s. You recognize these elements even if they’re not accompanied with by the brand name or logo. If you are constantly changing your color scheme, logo or tagline, this same level of recognition will not be there.
In your market, you may be competing with a number of other companies for the same demographic. Having consistent branding that really stands out will help this audience to differentiate you from these competitors. Your communications with them, verbal, written and visual, should suggest to them or remind them of how you are different from these other companies and what value you can provide that they can’t. This way, when a customer is faced with a number of similar choices, they are more likely to go to you because they recognize you as a trusted brand.
Consistency is vital at all times. It strengthens your brand identity and ensures people remember who you are and what you provide. Take a look through all of your marketing materials, online and offline. Assess whether they all represent you in the right way and give off the same message. Don’t forget that the way your staff communicate with customers is also an important part of the brand experience. Make sure they you have educated them on your brand strategy.