Why do you need to have a consistent brand strategy?
We’ve all heard people preaching that brand consistency is critical when it comes to branding. But why? What is so important about being consistent?
Imagine yourself entering McDonald’s, and the whole interior is painted in blue. Will this feel odd to you? Why is that? We tend to get used to colors, logos, slogans and stick to the things that sound familiar to us. Another thing in human physiology is context-dependent memory. It’s in our nature to forget things when we’re removed from the original context.
These are just some of the reasons why you should have a consistent branding strategy. In order to stay recognized and remembered, you need to show your business consistently.
What is brand consistency?
This is the reason why brand consistency is vital for your business. Brand consistency is so much more than colors and logos; it’s about delivering the brand message in line with your brand values, identity, and strategy. Consistency means that you repeatedly show your audience your core messages, visual branding, and other brand elements specific to your brand. This way, you will strengthen your customers’ loyalty and trust.
The more consistent your messaging, the more consistent your branding. Here is how you can establish consistency:
- people will trust you if they feel like they know you
- they will feel like they know you if you’re easily recognizable and memorable
- In order to be recognizable and unique, you have to show your brand in a consistent way
Achieving brand consistency may be overwhelming and exhausting. We created a simple guide on how to create a consistent brand strategy.
Values of brand consistency
Build trust and loyalty
As we mentioned above, one of the main reasons why you should maintain brand consistency is building customer loyalty and trust. People trust the things they are familiar with, and they build trust based on past experiences. That’s why your message should remain consistent throughout the years and also across all social media platforms you are using.
With all the available information online, you don’t want your customers to come upon different sayings on different platforms and spot any contradictions. What you show to your customers needs to have a natural flow and live up to the brand messaging.
An excellent example of brand consistency is Netflix and its communication. The company has been known for its humorous language and engagement in important social causes. They also communicate with their customers on social media and discuss movies with movie experts to create fun and engaging content.
Differentiating your brand
With so many brands trying to utilize social media, it’s important to stand out. Having specific and recognizable brand characteristics is essential to solid brand consistency. The ultimate goal of brand consistency is for people to recognize your brand immediately.
In a competitive landscape of almost identical offers, you have to differentiate your brand from the others. Brand consistency is basically the difference between earning a customer or losing them to the competition.
By consistently introducing key messages to your customers, you will interfere with shaping their perception of your brand.
Evoke positive emotions
Your brand elements must evoke positive emotions because, in that way, your customers will link those positive emotions with your brand. However, you have to carefully choose words and imagery consistent with your brand and what you stand for. What will happen over time is people having positive reactions to your stand-alone logo or brand name. This will lead to people being happy, and you know what happy people do. They buy!
It gives focus to employees
This is an inevitable and important point. Every person involved in the process must be understanding the brand vision, mission, and strategy. If your approach is consistent, your employees will know what to focus on, and your operations will run smoothly. This way, you will be sure that everyone in your company is representing the brand the same.
Another critical thing to address is that by being consistent with your strategy, you show that you are in control of any kind of communication.
How to build brand consistency?
Understand the meaning of the brand
First and foremost, you have to really understand the meaning of your brand. The starting point should be realizing your brand purpose and the value that it has been providing. Staying true to the foundations on which you build your audience is vital to be respected on the market. Building brand consistency is not possible without understanding the meaning of your brand.
Distinctive visual brand identity
When it comes to who wins the battle between good design and good copy, we all know who the winner will be. But, a good copy is less likely to be remembered than a good design. In order to be recognized, you definitely need both.
Being inconsistent with your visuals will complicate the process of nurturing trust and becoming remembered. Your customers will feel like you are introducing yourself to them for the first time every single time.
It might feel dull in the minds of the marketers to look at the same visuals over and over again, but this way, you establish recognition in the minds of your customers.
Your brand voice and message should be consistent
As we said, in order to be remembered, you need to have both good copy and good design. Branding is not just about having a logo and specific colors; it’s about having a consistent brand message too. To achieve this, you need to establish your brand personality. Brand personality will help you determine the brand tone of voice and how formal, humorous, or casual your copy should be.
The ultimate idea is people should be able to recognize your brand just by reading your copy. Your copy sells. Make sure to approach it strategically.
Be cautious when rebranding
There is nothing wrong with rebranding, but when you are doing it for the right reasons. Hitting that refresh button should not be an option if:
- You have brand envy
- You got bored from your visuals
- You keep changing graphics because you enjoy doing it.
All of the above are not valid reasons and are only hurting your business. You should see design as a business tool, not an art. Its ultimate goal is to make you money. If you keep experimenting with fonts and colors, you won’t be able to burn an impression into your customers’ minds and help them remember you.
Of course, rebranding is good if you’re doing it for the aim of your customers. If you’ve gotten more explicit about their needs, what your strengths are, and how you want to place your services, then rebranding is a good option. However, you should not make rash decisions and have these things in mind:
- Are you consistently showing online, but nobody’s paying attention?
- Have you been consistent with your design for a long time?
- Do you take your visual brand seriously?
- Is your visual quality in alignment with your product quality?
Create branding guidelines
You should consider doing a brand guide that will keep everyone on the same page. By defining brand rules and elements, you’ll be able to save your messaging on-brand. A brand guide should consist of your company’s mission, vision, color palette, fonts, tone of voice, graphics, copy guidelines, and everything else that your employees need to know to maintain consistency.
Maintain your brand consistency
Once you’ve established all parts of brand consistency, you now need to maintain it.
- Track performance
It’s essential to keep track of your performance so you can see what’s not working and what needs to be improved. How does your audience react to your brand? Do they continue to trust you? Are they still interested in your products? Do you evoke positive emotions with your social presence?
- Seek opportunities for positive associations
You should be picky when it comes to partnering with organizations or influencers. Make sure to always associate with someone for the sake of your brand and customers, not for the sake of the partnership. You should always focus on the cause that genuinely represents the goals and values of your business.
Have you established a consistent brand experience?
Undoubtedly, managing your brand consistency does require a lot of effort, and it’s an ongoing process. You should carefully consider all of the things that are part of the process and focus on each individually.
Hopefully, we’ve helped you establish the key elements of brand consistency. We focus on creating complete marketing strategies for businesses, and brand consistency is a massive part of it. If you feel like you need some help in implementing the key strategies, feel free to contact us. We’ll be more than happy to help!