Insight 5 – Be Consistent with your Brand
Successful brands are consistent. You can count on them. Day after day, week after week, year after year. They do what they do and always have done. By being consistent, you can convey the strength of your purpose and your stability. Being consistent is building equity in your brand. Over time, as your reputation grows, you’ll have something valuable in your hands.
Keeping your brand consistent, means you must uniformly brand yourself to your prospective and existing customers. However, brand consistency is not always easy.
So, how do you achieve consistency?
You need the look, feel, tone, and terminology to be uniform throughout your brand. This must be implemented for every branding, design and marketing touchpoint, including business cards, websites, social channels, ad campaigns, letterhead, envelopes, invoices, signage, events and all things related to your brand.
It is recommended that every company should establish Brand Guidelines with the help of a brand expert. It should contain instructions on how to use all your brand elements: name, logo, tagline, typeface, typestyles, textures, colour palettes and all other brand attributes. This step is vital in keeping a consistent look and uniform messaging throughout your company.
Without brand consistency, customers will lose sight of the message you are trying to portray and vital trust in your business. Keep in mind that products change, people change, markets change, but great brands and the stories they inspire are constants. Good companies build products. Great companies build brands.
Make sure to check out the next article in the series—Insight 6 – Don’t Stop, Keep Evolving will be published on the 1st July.
Before you go
If you want brand guidance RIGHT now to help adapt to the COVID-19 situation facing everyone, click *here* to get in touch with us. We’re always happy to talk! No matter where you are in the world, why not schedule a free 30mins no-obligation consultation with us over the phone or even better still, let’s connect via a video call. We always find an initial face-to-face meeting with the people behind the brand, and business helps us establish a connection.
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