If you have an online business and brand, then I am going to tell you about What is Brand Consistency & Why is it Important, so if you want to know about it, then keep reading this article. Because I am going to give you complete information about it, so let’s start.
As you all know, brand consistency is an important component of any business. This means conveying and conveying the right brand message to its customers.
That’s why I thought why you should be told about how to do Brand Consistency of business and brand. So that the identity of your business and brand also remains the same.
So let’s get complete information about What is Brand Consistency & Why is it Important without wasting any time, come on.
Table of Contents
What is Brand Consistency & Why is it Important:
There’s a significant difference between a business and a brand. An individual can be a brand, of course, as is generally the case for anyone with some degree of celebrity — and it’s perfectly possible (though inadvisable) to have a business with no brand identity. You could simply start a company with a painfully-average name and no notable traits whatsoever. A blank slate.
Accordingly, these things require parallel development. As you grow the practical foundation of your business, making deals and delivering results, you must also cultivate the brand: all the elements that stick in people’s minds (whether they’ve bought from you, worked with you, or simply heard of you through marketing materials or casual mentions).
Branding isn’t easy, though, and that difficulty often drives businesses to relax and leave their reputations to the vagaries of fate. This lack of effort can (and does) prove calamitous. In this post, we’re going to cover why it’s essential that you commit to consistent branding and what you might be getting wrong (aside from not investing enough).
1. Every brand touchpoint matters
It’s pretty common for a company to put a lot of thought into its logo (probably too much) and then skates along thinking that’s enough effort. This is a huge mistake, obviously. Consider how many brand touchpoints one business can have with an average customer: there’s the first glimpse of the logo, yes, and the first reading of the slogan, but then there’s the first web search, the first website visit, and the first support request, and the first social media visit…
And while these firsts are important, all interactions matter. Take website visits, for example: if you update your homepage with content that doesn’t fit your brand, it will damage how your company is perceived whether it reaches new visitors or returning customers. You need to polish everything, down to minor details: deploy a strong color scheme, give each blog post the same tone, and even customize your website’s live chat to match it.
Remember that strong associations — positive ones, at least, as we’ll consider next — take time to establish. Those brands that you can rattle off in seconds didn’t become cultural touchstones overnight. It took years of steady promotion from their marketing teams to win the brand loyalty that smaller companies understandably covet.
2. One slip-up can ruin a reputation
You can put years into branding, becoming a recognized authority in your field, then make an ill-judged joke on Twitter and become radioactive in the business world. Such is the power of the social media mobs that now ruin reputations on a daily basis (whether deserved or not). It isn’t just social media, either, as the high value of public feedback services like Trustpilot means that consumers now wield even greater power than before.
Your product could be perfect, and your website could be simple and concise, yet this may do nothing to shield your brand’s social standing in the event of a customer meltdown. Impeccable service from your team can go some way to preventing a scathing confusion-driven review, but there’s no silver bullet. The sad truth is this: some people just want to see your brand burn.
Just as a lie can travel halfway around the world while the truth is still putting on its shoes (as Mark Twain has been fittingly misquoted as saying), one piece of bad PR can undo a hundred instances of glowing endorsement. Failing to keep your brand consistent doesn’t just risk the progression of your brand identity. It threatens to undo it entirely.
3. Typical branding mistakes
Now that we’ve covered why consistent branding is so important, let’s run through a few of the most common mistakes you might be making (and should take care to address):
- Not working off-brand guidelines. It’s hard to keep all your branding in order without a written explanation of what defines your brand — you might have it clear in your mind, but how will that help your employees and/or any freelancers you work with?
- Having no content production. While you’ll likely run some advertising, and the need to respond to customer queries will always produce content of a sort, you need far more content to drive home your brand identity through repeat exposure. A solid brand should first build up a bank of FAQs (ideally maintained in Crisp-style knowledge base software) to bolster support, then commit to a blogging schedule with a notable formula.
- Being too lax or too controlling. If you treat your brand elements as optional, they’ll gradually be forgotten. On the other hand, if you’re too restrictive, your brand will never develop. You need to try new things on occasion: new colors, maybe, or a new logo, or a new website theme. It isn’t about replacing your brand: just allowing it to grow.
- Failing to stand out from the crowd. You can have a finely-polished brand that gets you absolutely nowhere because it does nothing unique. If all your rival brands are being very serious and using metallic colors, try being more jovial and using pastel colors. Just don’t let it descend into outright contrarianism.
4. Start now to benefit later
Instead of thinking of your brand as something you can slot into place after a productive weekend of ideation, view it more as a massive snowball that must be rolled gradually from a small piece of ice. You need to push it steadily for a long time before it gets big enough to attract attention, and if you slow your pace enough then it will melt faster than you can roll it.
Is that the perfect analogy? No, but it’s fairly indicative of the challenge ahead of you. Get your brand guidelines in place, stick to them closely (but not so close that you become inflexible), and work on your brand consistently until you start to get remembered. Once you hit that point, you’ll realize that all the effort was worth it.
Read also:)
- 15+ Best Inventory Management Software: A-to-Z Guide for Beginners!
- How to Work in IT Without a Degree: A-to-Z Guide for Beginners!
- What is Brand Loyalty & How to Secure it For Your Online Store?
So hope you liked this article What is Brand Consistency & Why is it Important. And if you still have any questions and suggestions related to this, then you can tell us in the comment box below. And thank you very much for reading this article.