Consistent branding is a big factor in your business’ marketing strategy – it can help build loyal customers, improve recognition and trustworthiness.
Businesses that adopt consistent branding techniques gain a competitive advantage by differentiating their products and services from other competitors in the market.
Staying consistent also helps to stay on track in delivering the brand promise to customers and clients through every single touch point.
Here are three ways to focus on delivering a consistent brand:
Similar tone and showcase personality
Whether your business is advertising via social media, TV advertisement or email campaign, the content should be similar in tone. Your marketing campaigns are a way to express your business’ personality and values, so make sure you deliver on this. Use similar language, adopt the voice to suit the type of marketing (i.e., conversational v formal) and stick to key messages for target audiences.
Design
Colours, images, fonts, logos and so on all communicate your business’ brand and identity. Creating a style guide is very useful for communicating your expectations to a graphic designer. If the designer is given a vague brief with no rules or guidelines then you cannot expect their designs to match your overall brand. Ideally, your website, logo, physical store and various marketing communications need to be aligned.
Staff training
Marketing communications can only go so far in proving your business is consistent. Customers and clients want to receive consistent service when they visit your store or office, call and email you. Invest in training your staff in customer service so customers can be guaranteed they will always have an enjoyable experience with your business.
