Consistency in Branding
Branding isn’t easy. We have discussed the main components of it, and how to craft a brand in another blog post. But once you have put in the work and effort to create a brand that speaks and represents the truth you want to share with the world, how do you make it as effective as possible? Consistency!
Keeping your branding and messaging consistent will help your audience better understand you, and your message. Consistency allows your audience to recognize your content before your logo appears.
Think about it, are you more willing to try a new product from a store you have never heard of or from a company you know and recognize? The one you recognize, of course! That is because of the majority of consumers trust brands they recognize. This is backed up by the concept that purchasing something is more of an emotional decision rather than a practical one. Emotional connections in marketing are created through targeted branding and marketing that offers an overall consistency that in turn offers a sense of recognition to its consumers. When your audience knows you, they have a shared sense of identity with you.
But how do you “stay consistent”? That is a very good question. After all, concept, in theory, is much easier than in practice. Generally, a brand will use guidelines to help them avoid straying too far from their core. A brand guideline is a set of rules that explain how your brand works. The guidelines should align with a company’s vision and mission and can be implemented in a very simple but effective way. Consistent use of colors schemes, fonts, and tone are obvious, but what about how you interact with your audience? What is your communication tone on social media with responding directly to your consumer? This is another area where consistency is key. Make your customers feel the sense of synonymity between you and your specific shade of blue.
In the current environment where every new customer is an opportunity for competition, branding and consistency are what can set you apart. Align yourself to be dependable, and over time, you will be perceived as such. Afterall it takes marketing to a higher level. If your branding is consistent enough, just your logo can be convincing customers to shop in your store, because they have a shared sense of dependability with you. And only the best marketing can make you think of their product without telling you to think about it.
With all of this in mind, be sure you are listening to your audience, and watching your metrics. Share a message that is well received, share it in a meaningful way, and share in with consistency.