Branding your business is possibly one of the most important things you can do in terms of marketing. Find out why in our post below.
On the road to becoming a globally successful business, one thing that will keep you on the right course is brand consistency. Nike, Starbucks and Coca-Cola (to name a few) all have a strong consistency throughout their branding. They fulfill their purpose and uphold their values, time and time again. Because being a successful brand is about being consistent. Proving time and time again why your customers are loyal to your ethos and why they purchase your products or services time and time again. It’s no easy task to remain consistent, and you may have to go through a few rebrands along the way. But when you finally find your feet, the consistency of your brand should remain.
We spoke to Revive.Digital, leading digital marketers and web designers in Essex, about why brand consistency is so important for their clients and their own business too. With this information, we’re going to outline why brand consistency is integral for your business’ success and longevity.
If you’re looking to establish your business as a brand, then you need to read our post below.
Why brand my business?
Now whilst branding may seem like it’s only for the titans of the business world, it’s not. Nothing is exempt from branding anymore. Healthcare services and charities all work on their branding, they all use marketing to spread their brand and message. No matter the nature of your business, you should have a strong and clear idea of your brand. That can come through as a brand message or a mission statement, something that you can draw on to identify your company. By knowing your own business and finding someone who understands your work to brand your company, you’ll be able to communicate this message through branding. Once you have built a brand, branding consistency becomes second nature.
Creating a brand out of your business makes it look more professional. Consistency throughout your letterheads, business cards and website shows that you’re not here to mess about. You’re a brand that should be treated as if it were on a global scale.
And that makes your business more formidable. Your competitors will see you rise above as your brand grows and develops, whilst they’re still using the same logo they drew themselves. Because branding your business makes you a major player in your industry. It shows that you’ve thought about and invested in branding, so you’re recognised by text, a logo or even your stationary.
We’ve mentioned brand consistency above, but here is where we really delve into the ins and outs of branding consistency. To ensure your brand is consistent, you need to remember to carry your branding across all platforms, including your;
- Printed Materials
- Social Media
- And more…
Your branding consists of your typography, colours, images, patterns, style and tone. These parts need to be maintained throughout your business and anything linked to your business. This is the first step to being consistent in your branding, but there’s more to it than just that.
Any company that wants to succeed in branding their business needs brand guidelines set in place. This outline is something all employees should have read and know. By teaching all parts of your business about the brand, it can be reflected through their work. The way phones are answered, and emails are signed off make up your business’ brand.
So, having brand guidelines in place is essential to maintain a true consistency. Your brand is the way you convey the message of your company, without having to actually say anything. Everything in your design, typography, colours etc. resonates with customers and allows them to associate your brand with your business.
So, now you know how to do it. You’re probably wondering why you should…
Why Branding Consistency is Important
Well, for starters, brand consistency is vital for maintaining the image of your business. Businesses with no clear brand message, logo or any of the other parts that make up branding look unprofessional, untrustworthy and downright foolish. Because good branding is good marketing. It makes your marketing easier in fact. Customers see your branding and are already thinking about what they’re going to buy from your company next. Marketing your products and services is great, but when you’ve developed your business enough, you’ll be able to market your brand and sell more products and services.
Having a consistent brand makes you seem more reliable to your audience. If you’ve put the work in to brand your business, customers will notice. The professionalism, quality and tone of your company shines through your branding. Another essential part is to make sure all the dots connect. So, the tone of your emails needs to match the tone of your social media. There’s no point cracking jokes on social media and sending out marketing emails with an entirely serious tone – it just doesn’t add up.
Finally, making your brand recognisable means that consumers will trust your business more. If you consistently present your business in the same way, consumers will return for the service or products you offer. Some of the biggest brands, like Nike, have totally loyal customers who will purchase pretty much anything they roll out. But it’s because they are familiar with the products, and that’s all thanks to the right branding. They’ve remained consistent in their branding over the years, and that’s how you win yourself more business.
Brand consistency is the key to bring back repeat business. If you brand your company in the right way, it can do wonders for your marketing too. The main thing about brand consistency is to be consistent (as obvious as it sounds). But that means maintaining your brand through and through. Like we’ve mentioned, it’s about making sure all your materials, colours, packaging and logos are in line with your branding. Because it means that you’re a reliable business that can be trusted. A customer’s trust is the most valuable commodity for a business; it means they’ll come back time and time again.