Wishy washy branding? We don’t know her.
Brand consistency refers to the practice of always delivering elements of your brand - visual, verbal, or otherwise - in the same manner. When a brand is consistent, it creates a sense of familiarity and trust with consumers. This makes it more likely that they will remember the brand - and more likely they’ll choose it over the competition. Boom.
So how do you create consistency within your brand? And moreover, how can you ensure everyone in your internal team is on the same page?
A brand guide is a document that outlines the brand's visual identity, including the logo, colours, fonts, and tone of voice. A crucial business asset, brand guides should be used by everyone who works with the brand, to ensure that they are all using the same elements consistently.
Every time you communicate with your audience, you need to be intentional about using the same brand elements. This includes your website, social media, marketing materials, and even your customer service interactions. Every touchpoint.
It’s important to monitor your brand's consistency over time. This means paying attention to how your brand is being represented in the media, by your employees, and by your customers. If you see any inconsistencies, take the necessary steps to correct them.
Any agency worth their weight in salt will let you know that maintaining brand consistency is an important part of any successful branding strategy.
Increase brand recognition: When a brand is consistent, it becomes easier for consumers to recognise and remember. This is because our brains learn to associate certain visual elements, such as the logo, colours, and fonts, with certain brands.
Build trust and credibility: Consistent brands are more likely to be trusted by consumers. Consistency signals that the brand is reliable and can be trusted to perform.
Differentiate themselves from the competition: A consistent brand can help a business differentiate itself from the competition. This is because the branding creates a unique identity for the business that is easily compared to competitors (and chosen over them).
Attract (and retain) customers: A consistent brand creates a positive and memorable experience for consumers, increasing their satisfaction and chances of sticking around.
Boost their marketing efforts: A consistent brand makes it easier to create and execute marketing campaigns that are effective – for less money.
Boost employee morale: When employees are proud of the brand they work for, they are more likely to be motivated and productive. This too leads to improved customer service and increased sales.
So, the bottom line? Consistency is an essential element of any successful branding strategy.
By following the tips above, you can create a brand that is recognisable, trustworthy, memorable, and profitable. Heck yeah.