Brand consistency is not only about a logo. It is a big picture of all aspects of marketing and customer interaction that forms the foundation of your business identity.
When it comes to consistency in your brand, the primary factor to consider is visual consistency across elements such as your logo, colour palette, and typography.
An equally important factor is the consistency of your messaging. The messaging and tone used in all of your brand communications should always be in line with your brand values and personality, whether this relates to your website, social media, or advertising.
By ensuring consistency across all channels and platforms, you can create a memorable and cohesive brand image that resonates with your audience and builds trust and loyalty.
Your brand is what other people say about you when you’re not in the room.– Jeff Bezos
It is not enough to have a clear plan, vision, and marketing strategy in place. You also require consistency, continuous analysis, and reporting to complete the picture of your business identity.
- Set and develop brand guidelines
- Create a marketing strategy
- Use a clear and quality message for targeting your audience
- Listen to your audience and feedback from others, review and make changes
- Train your staff
- Stay up to date with technologies, trends and markets
Research by Lucidpress shows that, on average, consistency increases revenue by 23%.
What is brand consistency in practice?
Consistency helps to create a cohesive and memorable image in the minds of customers.
By applying and maintaining consistency in these three core areas, you build a strong brand promise, trust and loyalty.
Promise – refers to the commitment to deliver the same value and experience.
What’s your uniqueness and who is your target audience?
Positioning – the unique place that the brand occupies in the minds of its customers and the market.
How does your unique image develop brand elements?
Performance – includes the quality of the product or service, customer service, and overall brand experience.
How will your promise be delivered and how does it meet the expectations of your customers?
By keeping up the good work, customers with good experience are most likely to return and refer others to you.
Interesting complex research from Exploding Topic includes statistics and trends for 2023.
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