A human being is a complex creature. We all have a whole universe of qualities including pretty common and quite unique ones. One of the common features almost every person has is trouble being consistent in what a person does. Consistency generally is difficult for us (no matter what we do: study, exercise, follow a diet, etc).
But when it comes to your brand or branding, we simply must be consistent because it is probably the number one element of any company’s success. When it comes to building a memorable brand, consistency is everything! You may ask me why is that. Brand consistency significantly improves your brand awareness and brand loyalty, therefore, putting your business in the first row in front of most of your competitors. On the other hand, you may have the greatest branding but without brand consistency, you will never see it’s full potential.
Overall, being consistent with your branding is one of the greatest boosters in your business strategy.
In this post, I will provide you with five tips to help maintain your brand consistency.
5 Tips for Brand Consistency
Create Brand Guidelines
First of all, what are Brand Guidelines? Brand guidelines, also called brand identity guidelines or a brand book, are an instruction book (a physical or digital book) explaining how to communicate your brand visually. Brand guidelines go far beyond your logo: they cover a company’s brand identity, including color palette, typography (font styles, sizes, etc.), imagery (photos and artwork), and even the feeling they supposed to convey to us. It also includes Brand voice and tone (how the brand uses language to connect with its customers on an emotional level).
The goal of brand guidelines is to protect the strength of your brand so it can continue creating value for your company.
We will discuss brand guidelines in detail in one of our future posts, so we won’t spend much of your time here.
Have a Plan
Many of the problems that I see today with brands is that they don’t have a marketing plan. How can you expect someone to think of your brand when they’re ready to buy if all of your messages are different? The visual style’s different, your tone of voice is different, there’s nothing there that when they see something they think, oh, that’s by brand X. I’ve seen something by them before. It’s quite similar, I remember. By planning out your marketing, planning out campaigns, you can make sure that there’s a thread that runs through all of your branding materials. It may be a simple message, it may be the use of color, it may be where you place your logo. There has to be something there that allows the viewer to connect the dots between all of your marketing efforts.
Involve Entire Team in the Process
Make sure that everyone knows your brand’s core values your purpose, your vision, and your mission. Everyone on your team should also be fully versed with your brand guidelines. Now, we don’t all have staff. Some of us outsource services to other people, so it’s even more critical that any subcontractors or freelancers that you use are aware of how your brand should be put out there to the public. By having brand guidelines, you can make sure that you have a set of rules and guidelines that they have to follow whenever they’re creating any marketing or branding materials for you.
Have Brand Guardian
If you have a large team, you may want to delegate a person who will be in charge of making sure that any branding or marketing materials that are put out there follow your brand guidelines and are completely on-brand. By being completely clear and consistent with your branding it comes across as confident to your prospective audience.
Note: Obviously, if you’re a one-person band that brand guardian would ve you, so it’s pretty straightforward.
When someone is looking to buy, they’re going to go with the brand that, to them, appears the strongest. That confident one, that one which is clear about its message, clear about its purpose, and offers the answer to their problem. You can’t achieve that without consistency. So that’s five tips from me on how to increase your brand consistency. None of them are really that hard. A few are common sense. Others are about communication. Following these simple tips will elevate your brand above those who are still a bit of a mess, not entirely sure what they’re doing from one advert to the next, one campaign to another. If you’re consistent, then you will see results with your brand.
Keep Consistency on all Social Media Platforms
You need to keep consistency on all of the platforms that you’re on. It may sound like an obvious idea, but we’ve seen brands that have a presence on Facebook, Instagram, LinkedIn, print ads, and they all look like different brands. It’s like if different people were in charge of each of these channels. People who do not talk to each other, complete strangers! That is a completely wrong approach to branding.
As you may know, different platforms have different types of audiences. Therefore, they might require some changes and adaptation in your branding. But you can do that and still keep the consistency of your brand. It doesn’t mean that you have to do something completely different. You can use some graphics software to create social media graphics and advertisements that look consistent across all platforms because they use the same visual style and tone of voice. Tools like Canva or Adobe Spark allow you to upload your brand assets: different versions of your logo, and your brand colors. The tools make it easy to create your graphics and ensure that you’re using the same elements of your branding in everything you create.
These rules also apply to things like TV advertising and radio advertising. You still need to stick to your brand guidelines so that your visual style and your tone of voice come across exactly the same way that they do on other platforms.