A few days back, I received a phone call from an investment banking company. They were looking for a website design and development company and found me through a referral. While browsing through the pages of their current website, what struck me instantly was the lack of brand consistency in it. Every page came up with different colors, theme layouts, and design elements. The same was the case with their social media handles. The social media handles consistency was overlooked. They didn’t realize how this was hurting their brand image..
Like them, there are many who need to know the importance of brand consistency and how to maintain it. So here, sharing my thoughts on bringing consistency.
The first thing one needs to understand is, “To keep the customers hooked and intrigued to your brand, online and offline, consistency is a must”. The best branding agencies in India and globally too follow this thumb rule.
What is Brand Consistency?
Brand Consistency is all about, consistently delivering similar messages that are aligned with your brand identity and brand values. This means a consistent tone, colour palette, and design elements, both online and offline.
It can help the target audience to perceive your brand as unique and make the brand memorable.
Why is Brand Consistency Important?
With brand consistency, you build trust with your target audience. For instance, if your voice on social media matches the rest of the elements of your brands, your target audience will instantly recognize you and emotionally connect with your brand.
A consistent look across all digital platforms and your offline touchpoints like packing material, marketing collaterals, and after sales material will create stronger brand imprint. The result is winning over loyal customers.
How to Maintain Brand Consistency?
Here are a few tips for you.
Align Your Brand Tone with Your Brand Personality
Decode and understand your brand’s persona and align a tone and style that reflects it. Once you do it, use the same tone for all digital platforms with a few adjustments where the context of the platform demands. The overall personality and tone need to remain consistent.
Logo, Design Elements, and Brand Guidelines
Make sure that you give your employees access to the authorized visual contents and guidelines on how to use them. You can also design and circulate various templates to assist them. Also, create some brand guidelines and ensure that your team follows them.
Developing a brand style guide could assist you with this. It can include the brand elements and have a few rules to follow. It should contain details about logo designs, visual identity, logo usage, slogans, primary color palette, secondary color palette, brand extension if any.
Choose an Influencer Your Audience Can Relate To
You could have an influencer to represent your brand. People these days prefer to take feedback from influencers before opting for any product or service. While zeroing on upon your brand influencer, make sure you pick someone who can reflect your brand promise and brand value – someone able to address the pain points and engage your target audience.
If It’s Getting Boring, You Are Probably Doing It Right
Looking at the same elements repeatedly can get boring. But this is what can create recognition and increase the recall value of your brand in the consumer’s minds. While this is true, you can always be innovative with your ideas. Showcase new concepts while sticking to the essence.
When You Go for Rebranding
Rebranding may affect your brand consistency to some extent. You can recall the value earned to be taken forward and enhanced. This makeover can happen efficiently by keeping the essence and the elements of the previous brand identity intact.
Brand Consistency can turn the tables for you. It plays the role of a differentiator on how a brand can be perceived.
Here’s sharing with you a link to a case study of how we developed brand consistency for one of our clients. Click here
Hope this article helps you grow your brand consistency and create a market presence for yourself. If you need further assistance in getting your brand consistency established, reach out to us at firstname.lastname@example.org.