How to achieve brand consistency

How to achieve brand consistency

Brand consistency is key as it influences how people perceive your company. The more consistent your messaging, the more consistent the branding.

By ensuring your brand is consistent in all aspects, you will build brand awareness and develop trust and loyalty with your customers. A constantly changing brand personality won’t do you any favours when establishing yourself in the industry.

How do you achieve brand consistency?

1. Brand guidelines

Most businesses create brand guidelines to ensure all messaging and brand assets are consistent. These guidelines are called guidelines for a reason – they keep all departments informed and aligned.

Branding guidelines will likely include logos, icons, taglines, brand traits, fonts and other elements that will influence your messaging and ensure it matches up with your business goals.

2. Participate online and connect with the right people

Are you active on social media? If so, it’s key that you align your brand’s identity with the right platforms and maintain a consistent tone and personality. Think about it this way: your brand personality should come across on these platforms but adapted to fit the context.

On the other hand, influencer marketing can help you achieve brand consistency. But only if you choose the right people to be your ambassadors. If you decide to work with ambassadors, ask yourself these questions:

  • Are they likely to appeal to my target audience?
  • Do they talk about the pain points my product or service can remedy?
  • Do they complement my brand perfectly?
  • Are they legit?
  • Will they advocate my brand in the way I need them to?

The right influencer can do wonders for your brand.

3. Select the right topics for your brand’s content calendar

When it comes to producing webinars, video and written content etc. you need to consider what content is consistent with your brand’s mission and goals. Look for opportunities to create content that makes absolute sense for your brand. For example, if you are in the education industry, it would be appropriate to write a blog about the current trends or news. By sticking to content that is relevant, unique and consistent to your brand, you will build recognition amongst your audience.

4. Focus on quality

Possibly the most crucial element is focusing on delivering quality to your customers. Brands should know that people’s perception of them is key to how successful they become. Whether it’s a website design, customer service or an image for social media, you need to ensure that quality trumps over everything. When quality is executed consistently, you will establish yourself as a highly trustworthy brand that always delivers.

 

Why is consistent branding crucial for success?

Consistent branding can result in three important things for a business: awareness, authority, trust.

  1. Consistent branding will build brand awareness and it’s well known that customers are more likely to engage and purchase from a brand they recognise.
  2. One of the goals you should be working towards is building industry authority. When branding is consistent, it positions you as an authority on your subject and an expert in your field. Most importantly, when you become an industry authority, it puts you ahead of your competitors and builds loyalty among customers.
  3. Picking the right channels and consistently delivering a core brand promise will build trust and trust can lead to conversions.

Consistency is the key to successful branding. But being consistent doesn’t mean you can’t eventually change. Having a consistent brand actually gives you a firm foundation for evolving and expanding in the future.

This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about brand consistency below or take a look at our previous blog

Clear Voice

Forbes

Fourth Source

Thirst Creative 

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