Brands are signatory designs or symbols used to identify a company, line of product, or service. People can identify your brand using your logo, trademark, or slogan. Building brand consistency involves a steady pattern and regular practices such as elements, values, and brand strategy services (digital strategies and offline strategies) implored in publicizing the brand and winning the attention of your target audience.
Having a brand is one thing, and sustaining the trust of people in your brand is another thing, and you can only do that through brand consistency. You cannot be on one day and off in one week, or a yellow design today and a blue design tomorrow, and expect people to trust and stick to you. In publicizing your brand, digital marketing strategies such as email marketing, content marketing (e-books, articles, webinars, blog posts), video production, amongst others are taken into consideration. For professional guidance in brand consistency, you can employ the services of a digital strategy agency.
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Importance Of Brand Consistency
Here are reasons why you should maintain brand consistency.
1. Recognition
Consistency in branding makes it easy for people to notice or recognize your brand. It spreads the gospel of your brand so far that one can easily tell it from just a glance.
2. Trust
People tend to prefer and trust brands that maintain quality to brands whose quality fluctuates. Naturally, people go for what they are sure of in terms of expectations to what they are not sure of. Consistency builds trust.
3. Gives You An Edge Over Your Competitors
People only know who or what they often see and hear about. If you can regularly dish out things about your brand, especially with your trademark on it, you will be the best amongst your competitors.
4. Builds A Connection Between Your Brand And The People
People patronize things based on what they feel about the product or services. If you can win the hearts of people towards your brand, then naturally they'll patronize you.
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Approaches To Brand Consistency
There are a number of things you can do to maintain brand consistency. Here, we'll be giving you the fundamental steps to take.
1. Constantly Use Your Brand Symbol (Logo, Trademark, Or Design Element)
When marketing or publicizing your product using any of the
digital strategies, ensure that your brand logo or design element is included;
this helps to boost brand recognition. Nothing beats easy recognition of a
brand at a glance. For example, when you see products, designs, videos, and
text contents carrying the Apple logo, you don't need to be told that it is a
product of Apple Inc.
2. Ensure A Consistent Style Of Publication
Create a style guide for your Content and make sure that it is applied in all content creation and delivery; this applies to any form of marketing strategy you employ. Your style guide helps your employees know how and when to use your style. A typical example of a style guide is the Mozilla writing style guide. See to it that everything you publicize including images, emails, text contents, amongst others has a consistent style.
3. Use A Consistent Brand Tone And Personality
When distributing content across all your offline and online channels, see to it that your brand tone and personality remain the same. If your brand depicts professionalism, ensure that your tone is formal, or professional across all your distribution channels.
If you are working towards building brand consistency, the basic approaches listed above are steps you must take to achieve positive outcomes.
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