The Importance of Brand Consistency

By: Betty White - Assistant Editor, Marketing–Moving Offices San Diego

The Importance of Brand Consistency 600 600 Robert Bridwell

Every business owner wants their company to stand out. A strong, recognizable, and consistent brand strategy is an excellent way to achieve this. While most people would agree that having a brand is crucial, many still fail to realize the importance of brand consistency. As a marketing agency, it is our job to empower businesses to achieve their goals and help them develop and improve their branding. Your company will be able to thrive and grow with the proper use of marketing and branding. One of the best ways to make that happen is by being consistent and authentic to your unique vision.

What is brand consistency?

Unfortunately, not everyone is a marketing expert. People often confuse basic concepts, so let’s set the record straight. First of all, a brand is much more than just a logo. A brand is an intangible concept that is used to represent a company and its values. Brands often do this through recognizable identifying markers such as logos or slogans. For any business owner, the brand will represent the most valuable asset, and we have done numerous case studies on creating a winning brand identity.

The importance of brand consistency in the online marketplace

Trends change over time, and unless you are particularly versed in online marketing, you might have trouble keeping pace. New platforms are constantly emerging, and your brand needs to be adaptable and consistent to provide you and your customers with something you can rally behind. Although you should strive to be consistent across all platforms, there is still ample room for creativity in your company’s marketing.

Here is what brand consistency will achieve:

1.     It helps you stand out

Getting noticed is the objective of any marketing campaign. It’s no secret that users are constantly exposed to an increasing amount of advertising, which is, in turn, yielding diminishing results. You can’t rely on a funny or controversial slogan and hope to grab the attention of modern audiences. That approach has been tried many times before, and the novelty has worn off. Of course, you should still employ creative copywriting but also aim for consistency. As long as your brand is consistent in tone and presentation, not only will audiences notice you, but they will also remember your unique style. Thankfully, even small companies that don’t have large marketing budgets can use clever marketing solutions to stand out.

2.     Builds trust

Trustworthiness is a significant component of any brand’s success. A great way to build trust is through brand consistency. Your brand should reflect your company values and instill confidence in your audience. On the other hand, if your branding is all over the place, customers might wonder how reliable your business is. It is, however, perfectly acceptable to realize that your current branding isn’t working and to go for a complete overhaul. We helped Fleming’s Prime Steakhouse and Wine Bar rediscover their brand. Together, we refreshed their brand in a way that was tonally consistent with their company values, allowing them to build trust with new audiences and their existing customers.

3.     Sets expectations

Your brand should immediately tell users what your company is about. You only get one chance at a first impression, which is why the importance of brand consistency cannot be understated. Create a powerful brand to represent your company that users will associate with quality products and excellent service. Remember that your audience will quickly learn what to expect as long as you continually send the same message through your branding. Users who see your logo or any other part of your company’s brand will easily remember the values you stand for. Consistency is also great for keeping customers engaged with brand websites and social media profiles since it will let you stay in their minds. Users who constantly engage with brands online have a higher chance of purchasing from the brands they trust.

4.     Consistency creates positive emotions

Customers like knowing what to expect from a product or service. Once you have managed to earn their trust, you can elicit positive emotions through the use of consistent branding. Consistently using positive reinforcement will cause your audience to associate positive emotions with your brand. If you manage to create deep, positive memories related to your company and your products, users will be happy at the mere mention of your brand. Remember that this takes a lot of time, effort, and a coordinated strategy for your entire company. However, once you create powerful emotional bonds with your audience, your most loyal customers will become brand ambassadors and continue to spread positive word of mouth.

How to create a strategy for brand consistency?

First, you will need to know exactly what you want to achieve. Try to accurately define the goals for your marketing and your whole company. Ideally, they should line up and give you a good idea of what you are striving for. From there, you can start defining other vital elements that will help you create a consistent brand strategy:

  • Set clear guidelines that are easy to understand. Employees from various departments need to be able to access and understand the brand guidelines you have created. The guidelines should include technical specifications for the use of digital assets, as well as a style guide that can ensure the proper use of your brand.
  • Have a plan for growth. Agile branding will ensure you won’t have to rework your brand every year. Think about where your company is heading and how you plan to utilize your brand in the future.
  • Encourage internal communication. If you want your brand accurately represented across multiple platforms, then all of your employees need to understand the importance of brand consistency. Listen to what your employees have to say about how they perceive your company values, and see how that lines up with your brand’s public image.

In conclusion

An adequately managed brand can help you boost sales, improve customer retention and build trust for your company. However, to achieve this, you need to acknowledge the importance of brand consistency and take steps to ensure that your brand is properly utilized in a consistent way.

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