How is your audience supposed to know what your brand stands for? Right! You have to tell them. You have to tell them repeatedly and you also have to prove it to them by acting accordingly. This means showing up in a consistent way through content and visuals and throughout all channels you use.
What does consistent branding mean?
Consistent branding doesn’t just mean you have to put your logo on everything. It means also images, icons, styles, your typography and colors as well as the brand values and promise have to be set (most brands do this in the form of guidelines for their brand) and then used for and in everything you create and put out there. Be it in your newsletter, on social media, your website or in person.
How to do consistent branding right
Some brands have this down to the tiniest detail. Why is it, you recognize a brand after the first five seconds of a TV spot and you haven’t even seen the logo yet? Like Apple. Why is it, when you see a certain color, you automatically associate it with a certain brand? Like Coca-Cola. This even goes so far as to other brands using this color because they know and want to profit from the image it conveys. I have a nail polish called Coca-Cola-Red. Just saying.
This is only possible because these brands are consistent in their branding. They have been consistent over a long period of time. If you look at these two examples you realize what kind of advantage it gives their brands. You can see that their product prices, fabrication or composition are almost irrelevant in their marketing. They don’t tell you about a super bargain you can make, they tell you how their products make you feel, how you can be a member of their culture.
4 main advantages of brand consistency
- It helps you to meet and reinforce the standards you set for your brand. Showing up in a consistent way makes your audience recognize your brand for the values you communicate to them.
- This helps your brands to gain trust among your audience. People are more likely to buy from you if they recognize you as an expert in your field.
brand recognition => expert in your niche => customer purchases
- Brand consistency is also what sets you apart from your competition. In most markets the competition between brands is strong. But through consistent branding, you also focus on your ideal audience; those people who share your brand values and want to become part of your brand culture.
- It gives you the advantage to market your product differently. Like in the example above the price of your product becomes secondary when you can sell an experience.