Nowadays, competition for clients is fierce in almost every industry, including realms like healthcare and utilities that were formerly thought to be off-limits to marketing.
Branding is essential for differentiating yourself from the competition, but if you don’t develop your brand promise in reality and constantly live up to it, your branding efforts will be futile.
Brands are established by consistently delivering on the brand promise at all stakeholder touchpoints. Trust is built via consistent, desirable experiences, and trust is the cornerstone for loyalty and promotion.
What Is Brand Consistency?
Brand consistency refers to how a company delivers messages that are consistent with its fundamental values, brand promise, customer experience, and brand identity features. It refers to how “on-brand” your company’s marketing content is in terms of brand identification and brand requirements.
Brand consistency guarantees that your company’s identity is easily recognized across all marketing platforms and touchpoints. This results in a unified experience for both existing and new clients and a cohesive, consistent brand identity. Companies must create trust through brand consistency in order to cultivate lifetime consumers.
The more consistent your brand is, the more identifiable it is to customers, giving them a sense of trustworthiness. This allows your customers to become more acquainted with your brand more intimately.
How Brands Stay Consistent
Use Consistent Messages
Consistent messages are those that always convey the main idea about the brand. The same approach, a specific language, the traditional tone, and resources such as slogans are essential to give consistency to messages. The way brands communicate with their audiences daily is one of the crucial points in maintaining consistency.
Be Dedicated to Company Values
Brand consistency is more than simply a customer-facing need. After you’ve spent time developing a brand language that will resonate with clients, the delivery of brand experience must match, which necessitates employee involvement.
Putting your logo and a list of company principles on posters around the office isn’t enough. You should try to involve all teams in any existing business culture-building activities. If your company doesn’t have a formal corporate culture program, you can work with HR to gain executive support for launching a brand-centric project.
Unite Visual Elements
The visual features of a brand are a significant technique for keeping consistency. Check that your visual identity is consistent across all marketing materials and adheres to the branding style guide.
Those personalized and branded ink pens must therefore feature their instantly recognizable logo. A brand may build an identifiable and indisputable visual identity for itself by constantly sticking to a cohesive strategy across all touchpoints, putting it top of mind for consumers and giving it a competitive advantage.
Practicing Brand Consistency
We’ve already discussed how crucial it is to maintain consistency in your branding. This naturally invites the question of how to keep your branding consistent?
Develop Brand Style Guides
Creating brand standards guarantees that every brand asset you produce and publish adheres to your company’s visual identity, messaging, and values. There are numerous approaches to developing a brand style guide, and how you go about it will be determined by your company’s objectives and goals.
Standardized Color Palette
Color can be a very effective aspect in differentiating your brand identity, but in order to do so, you must apply it consistently while keeping your primary competitors in mind.
Consider Coca-Cola and the red and blue colors that spring to mind immediately. Only through painstaking consistency can you reach this level of color ownership.
Evoke Positive Emotions About Your Brand
Consistently expressing positive messages can also aid in the elicitation of positive feelings in your target audience. The best part is that your audience will begin to link these good emotions with your business over time.
It takes time and perseverance, but even the smallest indication of your brand will elicit the same good sentiments in your audience when done correctly. Consider the impact on your business if customers are always happy when they see your brand. It’s no secret that happy consumers are more inclined to make a purchase.
Brand principles are the brand’s broader holistic approach to general topics such as climate change, feminism, racism, beauty standards, and so on, and how they customize their message depending on these values.
It is ill-advised to target a large number of people to market to. A more effective approach would be concentrating on a few concepts and making them work, viewing all of your products and services as one solution to some of these general challenges. Consider Nike’s ideals: to motivate sports amateurs or pros, to aspire to be the greatest in their sport.
Consistency is the key to the success of the best brands, including Apple, Google, and Netflix. Visit any of their websites, and you’ll see how they prioritized consistency. See how their aesthetic presence, even in the absence of logos and names, dictates their distinct and exceptional personality.
There is no reason why your brand should not be consistent. It may require a few deep dives into your business and your customers, then translating that through a clear brand guideline, and you’re off to a strong start. However, consistency should not be the end of the process: every brand identity should be reviewed at least every couple of years.