Your brand is the heart of your business. It impacts almost every single decision you make. As marketers, we ask questions like, “Will this align with our brand values?” and “What will our customers think about this decision?”
But what exactly makes up a brand? And why is brand consistency so important?
What Makes Up a Brand?
The first thing that comes to mind when people think “brand” is a brand logo. That’s partly true because your brand logo does represent your company, so your brand’s visual identity is a key component in branding. But…it’s not all about visuals.
Your brand isn’t only about your products or services, it’s also about your target audience and the promise you’re making to them.
The 3 essential elements of branding are:
1. Visual Identity – logo, typography, color patterns, etc.
2. Messaging – how you communicate your brand’s message
3. Core Values – the basic principles and beliefs that guide your business
If you want your brand to make an impact, these three elements need to be aligned. Your company’s logo, website, store signage, mobile app, and your customer support and marketing message must be instantly recognizable as your brand.
There are many reasons why consistent branding is so effective…and inconsistent branding can be so damaging. Let’s look at why brand consistency is important and how to achieve it.
What is Brand Consistency?
Brand consistency means you present the same visual identity, personality, values, and brand messaging across every customer touchpoint (your website, social media platforms, blog, and printed materials).
This can be hard to accomplish if you don’t fully understand your brand. So, the first step in any brand consistency effort is to really know your brand.
Why is Brand Consistency So Important?
Of course, the goal of any brand is to provide a brand identity that is recognizable, trustworthy, and makes a lasting impact on consumers. Buyers are people, right? And don’t most people like consistency? We like knowing we’re going to get the same quality product or service every time. Consistency is crucial when it comes to your brand and marketing because competition is fierce.
Here are 3 reasons why brand consistency is so important:
1. Brand recognition and awareness
The most obvious reason brand consistency is so important is because it leads to brand recognition.
Brand recognition is more than just getting your name out there, it’s helping customers get to know your brand on a personal level. Brand recognition is crucial in a highly competitive and saturated market.
Consistent branding and marketing also build brand awareness. Your audience is more likely to purchase from a brand they recognize, so maintain a consistent image and content schedule. Make sure your visual content uses the same color theme, logo placement, and photo quality. And your digital materials should be consistent with your visual content. This consistency builds awareness that ensures your audience immediately knows it’s your brand!
2. Builds trust and loyalty
When it comes to selling your product or service, trust is vital. One long-standing concept is that purchasing is more of an emotional decision than a practical one.
When your customers feel like they know your brand, they begin to trust you…and that makes them want to buy what you’re selling. Brand consistency builds trust and loyalty because consumers know what to expect when they use your service or buy your product.
Think about products that you always buy…the same brand of coffee or milk or pens. Why do you keep buying them? Because you know what to expect and you know you’ll be happy with those items.
When you give consumers an experience they can depend on, across all your channels of communication, it’s the same as consistently producing a dependable product.
3. Conveys authority
We all want to be the best in our industry and to be recognized as a trusted authority. That’s why we invest so heavily in our company’s reputation. Your brand should exude that authority. Customers want to know your products or services are consistent.
Interesting Branding Statistics:
- Color improves brand recognition by approximately 80%.
- It takes 5 -7 impressions for people to remember a brand.
- 1/3 of the world’s top 100 brands include the color blue in their logos.
- 89% of shoppers stay loyal to brands that share their values
- 73% of consumers love a brand because of its helpful customer service.
- 72% of the best brand names are acronyms or made-up words.
- Over 70% of brand managers consider building an audience more important than converting sales.
- Brands that blog generate 67% more leads.
- Presenting a brand consistently across all platforms can increase revenue by 23%.
Bottom Line
Your brand isn’t just an important asset…it’s the heart of your business. Branding means sharing your brand values with your audience and creating trusting relationships with them.
Developing and maintaining brand consistency is a full-time job. Unfortunately, you can’t just set it up, forget about it, and get the results you want. With so much on your plate already, it may be time to reach out for help in this area. Impact Group Marketing can help you manage your brand consistency. We can ensure your brand remains consistent across all marketing channels, including social media. We can also help you develop your brand if needed. Contact us today and let us help your business make the biggest impact possible!