It doesn’t matter whether you are a solopreneur, a small business owner, or a marketing executive of a large global corporation, without brand consistency you may be wasting your marketing dollars and sales efforts in achieving your business goals.
Brand consistency is something that can attract your potential customers more easily, differentiate you from your competition, and improve the experience with your existing customers.
What is Brand Consistency?
Brand consistency is more than just using the same logo on your marketing materials. It’s ensuring that your brand message, your tone of voice, the customer experience and visual branding across all communication channels are consistent.
Here are some of the key elements to building a consistent brand image for your business:
Your brand message should clearly communicate your brand promise and positioning. If you stray from your core message then customers will be confused as to what you stand for and what service they can expect from you. Commit to your message.
Tone of Voice
Your tone of voice is just as important as the visual style guide. This voice (your brand’s personality) should be applied to all written communication – everything from your social media tweets to your print ads, web site and other printed collaterals.
Do you want your tone of voice to be formal, conversational, cheeky or friendly?
These are the visual aspects of your brand – everything from your business card to your web site, email newsletter, social media channels, advertising, brochures, photography, packaging and store design.
Decide what your brand’s colour palette will be, the font you will use in your communications, and what kinds of images help portray your brand.
If you are a large corporation, you will most likely have a Brand Style Guide that you are working from. If you don’t you may want to get your designer to draft a simple one or two page guide with the logo design, colour palette and fonts. It’s important that you really stick to these guides if you want to develop a strong visual brand.
The following example is part of a brand guide that Sara from Salted Ink Digital Design Co. develops for her clients.
Photography is another area where you can create a unique look and feel for your brand. Once you’ve decided what approach you will use for your images – apply this approach across all your media. It’s amazing how over time one can recognise who an image belongs to even without seeing the logo or name. That’s the power of brand consistency!
You can do this simply by using a specific tint or filter on all your images, or using a minimal or desaturated style, or shooting in similar settings. There are many Instagrammers who curate beautiful feeds because of the fact that they only feature specific tones on their page or the way the edit their shots.
Matilde Minauro (@quietpoem), for example, uses light and lines to create dreamlike, soft and melancholic images with diluted and predominantly white tones.
How you connect with your customer or audience should be the same across all channels. If you are in the business of selling products then make sure that the customer experience from awareness of your brand through to the delivery of products is meeting the customer’s expectations.
Have you ever researched or purchased a product online only to have the whole experience turn negative due to a lack of customer service or slow delivery times or missed deadlines? A poor customer experience can cost your business trust and income.
If you are a blogger then create a rhythm of delivery – don’t post five articles one week and then nothing for months. Create a schedule so that your audience gets a feel for how often they can expect to hear from you.
Developing a consistent brand message and experience takes time and effort but it gets easier as you get more comfortable with the look and feel of your brand. Consistent application of images, words, fonts, colours, layouts and experiences will all play a huge role in making your brand stand out.
What are some other ways you are building brand consistency for your business? Let me know in the comments field below!
Featured image sourced from Canva.