Brand Consistency To Make The Difference
Brand consistency ensures your company remains memorable. Consistent company presentation is a great sign of professionalism for all stakeholders.
Does your brand do your business justice? Do you always give your logo the same treatment? Are you aware of your company colour values? Do you staff answer the phone in a consistent manner? Does your social media have a clear tone?
An inconsistent brand can hold you back.
Brand consistency can benefit:
Make a plan
Creating a strong, holistic brand strategy is the first step. Your strategy should be as broad as a general brand personality description and as in-depth as document formatting, fonts and colour instructions.
Consider any possible placements where your logo may appear. Have a plan for how it should be used. This can apply to internal documents, social media posts, flyers and banners, company vehicles or building window decals. A document outlining exactly how your logo, colours and fonts are used is a really helpful tool. This is called brand identity guidelines.
Once you have guidelines, it is important to distribute them throughout your business so that your employees are aware of how to format their documents, posts and publications. This document should serve as a tool for your staff to build a strong and consistent understanding of what your brand identity is.
A clear set of brand identity guidelines is a great start in your aim for brand consistency.
In addition to your visuals, you should consider your personality. How does your brand interact with its online audience, clients and other brands? Done correctly it can further improve brand trust and approachability. Your customers and audience will know exactly what to expect every time they interact with you. This will help you develop relationships with your consumers and build favourability.
You can outline the vocabulary that fits your brand best, words to avoid and words to include. Maybe consider using humour in social media posts to build an approachable personality. You may think that humour doesn’t belong anywhere near a professional brand but keep in mind that many big brands such as Tesco, Target and Sainsbury’s use humour when interacting with their audience.
Now not every interaction and post will be a chance to show off your flawless wit, but from time to time, in the perfect situation, it can really personalise an interaction and make it memorable for all involved. Decide what your brand voice is and stick to it.
What does consistent branding look like? Look at your favourite big brand, brands like Coca-Cola, Vans, and Apple. These brands utilise a consistent aesthetic and personality across all of their online and offline platforms and placements and throughout every consumer interaction.
Doing this has helped them build the memorable and popular brands that we all know so well. Without going anywhere near any of their sites or pages, it is likely that you can recall what they look like and possibly even how they behave online.
Brand consistency demonstrates discipline. Appearing professional, approachable and memorable from every interaction, whether it is on or offline.
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