Keeping your branding consistent.
Building a trustworthy brand is the first step in attracting the right customers and boosting your marketing ROI. This is because customers want to buy from a brand they know and a brand they trust. The best way to build this foundation and create a positive relationship with your customer, is through branding consistency.
Firstly, let’s talk about branding.
Branding is creating a recognisable image of your company in the mind’s eye of your customer. This can be in the form of your business name, a design, a slogan, or even a cool symbol – as long as it makes your business easily recognisable and sets your business apart from others, especially competitors! It doesn’t matter whether you are a small local business or a fully-fledged international corporation, without brand consistency, your customers may not be able to find you.
Here at What the Fox, we understand how important brand consistency is to the success of your business and we’re here to help, whether that be with following brand guidelines, creating a visual identity or even a brand refresh; we have all the solutions!
So what do we mean when we talk about brand consistency?
Brand consistency is often referred to as marketing on a higher level. It’s about making sure all of your company brand elements align to create an overall image. These elements can include; your company name, logo, slogan, designs, colour palette and even your font and logo size on outgoing company documents. People want to know your brand, they want to buy from who they know and who they trust. Brand consistency presents your company as dependable and desirable.
For example, if your company is an interior design business and your Instagram page icon is an unrecognisable house, when it really should display your company logo, customers might not being able to easily recognise your business. As a result, they may end up seeking out one of your competitors, and we don’t want that!
By keeping your branding consistent, you are clearly displaying and communicating your core messages, tone and company personality, which boosts customer loyalty through creating positive customer experiences.
While it’s all well and good to have the look and feel of your branding on point, it’s also just as important to know who your audience is and how to make your company recognisable to them. For example; Target has such recognisable branding that if you removed the word Target from the branding, customers would still be able to recognise the brand as Target from the logo style, design, and colours. The goal is to create this level of recognition with your own customers.
How do we create brand consistency?
Having brand guidelines reduce the risk of brand inconsistencies. To make sure everyone in your business is singing the same tune, implement some easy-to-follow brand guidelines. Here are some foxy tips on where to start:
- Create a standard design for colours, logos and templates.
- Have a consistent core message or phrase.
- Implement a uniform and recognisable tone of voice.
- Make sure employees are speaking your language.
- Create an easy to follow style guide for employees.
- Roll out consistent and branded email signatures for employees.
- Create social media templates.
By applying a few brand guidelines, your business can effectively execute an overall brand style to establish consistent elements throughout your organisation. It’s an easy go-to guide for any staff.
The goal is to have an overall consistent brand tone, voice and personality across all channels of your organisation whether it be online or offline. These elements need to be used by all members of the organisation, from the marketing team to the employees, all the way through to higher management, if you want to present your company as a dependable and reliable brand that customers can recognise and trust.
Still looking for a few extra tips? No problem! Come along to one of our branding workshops and have the Foxes work their magic for you and your brand.