Consistent brands are strong brands. So, how can your branding stay on-point? Creating and using a logo isn’t enough. Your brand needs to make an impression. The right impression, each time it’s seen by a customer.
1. Create Strong Brand Visuals
Your brand’s visuals, the “look” or graphic elements of your brand, should have a unified concept. This could mean sleek and sophisticated or loud and bright. By combining your logo with a unified color palette, fonts, graphics, imagery and more, on your marketing collateral, you give potential customers a visual “feel” or cue about your business’ personality and what makes you different. Apple, for example, creates very sleek, simple visuals that support its brand. It sends a message that Apple is all about ease of functionality. Ask yourself: What message do your visuals say about your brand?
2. Develop the Voice of Your Brand
The voice of your brand is how you communicate with your audience. This includes the text in your newsletters, social media, website and even the way employees interact with customers and clients. Think of Disney. Their branding consistently conveys a feeling of magic and wonder to their audience. All employees, including groundskeepers and phone operators, are referred to as “cast members,” and every employee adds a bit of magic to their interactions with guests. Like Disney, your brand voice needs to be reliable, so every individual has a similar interaction and experience.
3. Cultivate Brand Recognition
If you change up your look and feel too often, your brand won’t be easily recognized. The more you keep your branding consistent, the easier it is for your audience to remember you when they need your services. Think about it: If you’re about to shell out good money on a pair of shoes, you’ll most likely choose a brand you know, rather than gamble your money with an unknown company. This kind of reputation isn’t built just by providing quality products, but through creating a consistent brand.
4. Convey an On-Brand Message
A unified brand tells your audience you know what you’re doing. You come across as professional and an expert in your field. It gives your customers assurance. If you have a professional, put-together brand, the conclusion is that you must offer a professional, put-together product. If your brand is sloppy, your audience will associate that with sloppy work and sloppy products.
5. Build a Brand Based on Trust
A brand with an identity crisis builds distrust with its audience. Your customers need to count on you to provide them with the products and services they love, time and again. Imagine if Coca-Cola changed their logo or color scheme every few years. It would generate a lot of questions in your mind. Did their recipe change? Is there a new owner? Is this even the same company? Don’t build doubt in your customers. Build loyalty and trust by maintaining a consistent brand.