Consistency is key when establishing a strong brand that customers will love.
“Brands are built through the consistent delivery of the brand promise through all stakeholder touch points. It is the consistent, desired experience that builds trust and trust is the foundation for loyalty and promotion.” – Forbes.
A powerful brand can not only help you build customer trust and loyalty with your current client base, but also attract new people to your business.
By communicating your brand messaging well and ensuring visuals and style is uniform across all touchpoints, you can grow a ‘tribe’ of individuals who are excited about every product and service you put out there, even before it’s announced – just think about the big players like Starbucks and Apple.
We’ve got some hints and tips on how to maintain brand consistency.
Customers are smart and can soon tell when a business isn’t being genuine.
Successful branding builds upon your actual strengths and achievements, rather than creating a fake story for you to live up to.
Create a brand that revolves around the parts of your business that help you to stand out from the rest.
Think about every touchpoint.
It’s all well and good designing an authentic brand, but you must make sure that this is realised throughout your whole business.
This means always writing your brand name in the same way, using the same style of visuals, logo, colour scheme, style and tone of voice, whether it’s a written, digital or printed communication. It even goes as far as the culture in your office and how your staff members communicate with clients and with each other.
You may be wondering how you’re going to ensure brand consistency across your whole business, especially if you have a large team of employees or several offices.
We recommend creating a standardised set of brand guidelines that everyone can quickly access and refer back to across your business. Print them out, save them on your shared drive or server and email PDF versions out if necessary.
It’s also a good idea to set up quality assurance procedures to guarantee that your brand is being truly realised in all forms of external and internal communications.
Don’t be afraid to evolve.
Keeping your brand consistent doesn’t have to mean it stays stagnant or boring. All it means is that your main values and visuals need to be sharp and uniform, which naturally paves the way for creativity and impact.
Brands like Coca-cola, Google, Disney and Heinz have been consistent for years, yet their marketing efforts are always fresh and exciting.
Want to find out more about building and maintaining brand consistency? Speak to us today!