Consistent branding is the corner stone to building your business, and it’s the most vital component to all of your market efforts – regardless of the channels you’re using for marketing. Because branding encompasses so many components (colours, phrases, images, design and layout) it is essentially the character and personality of your business, and that directly impacts the feelings that your business evokes in your audience.
Without consistency, it’s impossible to develop trust and rapport with your audience.
Start with Consistent Visuals
Every visual aspect of your business plays a part of your branding. This includes your logo, colour schemes, headshots, tradeshow exhibits, and other marketing collateral both print and digital. The visuals you use should be the same across every channel. Without consistent visuals, brand recognition becomes extremely difficult and can be confusing. Create a style guide that clearly defines how colours, fonts, graphics and logos are used for all of your customer-facing materials.
Be Consistently Current
Branding and marketing is never a one-and-done deal. If you want your brand to be a living, breathing thing that your audience interacts with then it has to grow and evolve. Keep your graphics, logos, fonts and colours updated to match industry and audience trends. Changes don’t need to be drastic, but they’re sometimes necessary to show that you’re authentic and to avoid becoming dated in your market or industry.
Keep your Voice Consistent
As your business grows it may become necessary to bring in other individuals to help with marketing, outreach and customer engagement. It’s important to make sure that the personality and voice of your brand doesn’t change depending on who is behind the wheel at any given time. This is especially true with inbound marketing and social media. Part of a style guide for your company includes defining the voice and personality of your brand, and training your staff/contractors to maintain that consistency.
Keep your Story Consistent
Every business has a story, but some businesses have stories that change over time. Don’t be that company. Your narrative is part of what defines you, and in some cases it’s the sole reason customers choose to do business with you. Parts of your branding may change with consumer trends, but your narrative should remain the same. Anything else destroys authenticity and trust.
Be Creatively Consistent
If you strip away your logo, can your customers still tell you apart from competitors? Creative branding can help you stand apart without taking away from the consistency of your brand. Google is a perfect example. We often experience changing logos on the Google homepage, but the company is always identifiable. Google has found a way to maintain their brand while embracing the artistic and the creative. This artistic approach has actually become part of their brand image, and it’s something their audience expects – and often look forward to in many cases. It’s completely possible to be consistent with your message and branding without being just another company.
Consistency = Reliability
Every aspect of your business is part of your brand. When you consistently provide excellent products and services, your customers will come to rely on you as well as your expertise in a certain niche. With reliability comes trust, rapport and unending praise. Your customers become cheerleaders for your business and will become a referral engine that generates limitless buzz at zero cost to you.