A brand acts as the face of your business. People who associate with your brand will consider multiple aspects, whether consciously or subconsciously. You have to ensure your brand strategy is consistent and distinct such that all things associated share similar qualities.
Your brand has to please the eyes of your audience, sound similar across all channels, and generally convey the same personality that hopefully connected with your target audiences. It will help generate trust, positively present your brand name, support you through your entire marketing efforts, and ultimately enhance revenue.
On the other hand, if you have inconsistent cohesive marketing, it will dampen your brand and create more confusion for your prospects and customers.
Therefore, brand techniques are essential for all businesses; they should be more than nice fonts, a few colors, and a fancy logo. That’s because being on brand helps
communicate to people you care about their trust in what you’re delivering.
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What is Brand Consistency?
Consistency means being reliable. Brand consistency, therefore, refers to the act of delivering to your audience and customers with the same brand voice, visual elements, and messaging across all your content. It helps improve your visibility and recognition, so you stay top of mind. That enables customers to immediately think of you when facing a goal or challenge where your products/services could be a potential solution. Obviously, this also affects your positioning in relation to your competitors.
Why Brand Consistency is so dang Hard
Many companies face problems with their brand consistency. The first issue being actually having a congruent breakdown of your Brand Personality, Brand Voice, Brand Tone, and Brand Imagery. Essentially, if no one knows what they’re shooting for, you’ll never achieve brand consistency.
Secondly, it’s usually affected by the personality of individuals responsible for creating the marketing content. That’s because they are likely to outshine the personality of the company’s brand.
Also, there’s usually a general lack of efficiency and checks against your brand. If that happens, especially in large companies, it leads to an incongruous feel to their marketing content.
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Being on brand is essential. There are many benefits your company can reap. Let’s jump into these benefits:
1. It Helps Increase Revenue
Studies have shown that brand consistency contributes to an increase in revenue by 23%. Therefore, when you choose consistent brand colors, you increase your brand recognition by up to 80%. These aspects bring a huge difference to your business.
Many customers prefer choosing those brands that are consistent in their marketing efforts, logos, and brand messaging.
The best way you can guarantee you will not miss an important element is to develop brand guidelines. When you have set specific guidelines – tone and voice description, social media examples, and hex codes for the logo – the more accurate you'll be with your brand consistency and the more it will help your business to generate revenue.
2. It Helps Build Trust
For any business, trust is an essential factor to consider. Brand recognition should be more than making your brand known. It should help your customers understand your brand at a personal level.
Trust is significant as purchasing a product/service is about emotions, yes even for B2B. Your brand should make your customers feel as if they directly connect with the brand, as if a close friend. People know what to expect from your products & services as they feel a connection to your brand.
After building enough trust in your brand through consistency and alignment with your target audience, it becomes easy for you to convince more customers to buy your products.
3. It Helps Your Business Beat Competition
Likely, your business is not the only one providing the product or service type. It becomes hard for you to thrive in a competitive market without consistent brand marketing.
In a saturated market, having brand consistency will play a crucial role. If you’re consistent in messaging, it becomes easy to set your brand apart from competitors. When customers decide to choose between identical factors, brand consistency will minimize losing customers to the competition as well as earning more business from the competition.
Amazingly, less than 10% of B2B companies say their branding is very consistent, which means you have a huge opportunity to create a strong brand through your own consistent efforts and beat out competition. The other aspect of this is actually knowing what your competitors are doing and what brand they convey, that's where competitive intelligence comes in.
Remember that when you improve your brand consistency, it makes your brand recognized, earns consumers' trust, and has a positive reception from potential customers. These factors are essential as they significantly help determine whether the customer prefers your brand over your competitors.
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4. It Helps Build Your Brand Awareness
The significant reason why you should create brand consistency and marketing is to help increase your brand awareness. That’s because more customers will prefer purchasing products from a recognized brand. The reason is that such brands have consistency in their content and brand positioning/image. Therefore, ensure you retain your brand consistency with regularity.
You have to ensure digital and visual content is uniform and enables the audiences to know what they are looking for. The visual content must stick to photo quality, logo placements, and the same color theme.
Moreover, brand and marketing consistency will help build your brand awareness. Therefore, it means your target audience will easily recognize your brand and you stay top of mind when they shift into purchase mode.
5. It Makes Your Brand Memorable
All businesses are trying to become a more significant part of prospects’ lives by getting in front of them at repeated and pertinent times in their buyer journey. That’s because the power of repetition is strong. If they experience something several times, at the right times, they’re likely to associate that brand with the solution they need.
To make your brand memorable, ensure your messaging is frequent and consistent. Therefore, brand consistency aligned with a cadence of marketing on relevant channels serves to make your brand memorable.
6. It Helps to Support Advertising
Advertising gains attention and hopefully conversions, but this also is a significant part of being “On Brand”. You’re paying to achieve the objective behind the ads, but people who don’t directly convert will still see and interact with elements of your brand.
Being on brand with your ads has two main outcomes. First, all brand engagement prior to them seeing the ad leads into a feeling of consistency with your ads, which can lead to higher ROI.
Secondly, this can absolutely have an affect on future purchases. Even if there is not a direct conversion, the ad branding consistent with future branding can enhance future interactions with your brand.
Based on Nielsen data, advertisement recall dropped for all ads by 50% in the first 24 hours, but it still stood at that same 50% level five days later for half of the brands. You want to be in that half of brands, with great ads, but also “On Brand” content.
7. It Helps to Inspire Employees to Convey the Brand
As you’re hopefully aware, your company is a collaboration of the people who work there. All interactions they have are an extension of your brand.
Therefore, consistent branding that guides employees with what the culture of the brand is, the personality, and how the brand conveys that brand through messaging will help your people convey that even more. If they believe in the brand, it helps out your company on numerous levels.
“On Brand”...The Bottom Line
When your customers experience consistency, trust, and overall positioning that aligns with who they are and what they believe in, it builds a relationship that results in more new and returning customers. Succeeding in business is tough, but staying “On Brand” will greatly assist in better outcomes.