We’ve got one fundamental question for SME and startup business owners – is your brand consistent?
First things first, what does brand consistency mean?
Brand consistency is the delivery of brand messaging in line with the brand identity; vision, values, strategy, etc. over time.
‘Consistency’ means your target audience is being exposed to core messages, visual branding, and other brand elements repeatedly, which will help to solidify brand recognition (in a nutshell!).
How can you check you’re taking the right approach? Well, I have one quick method you can check right now.
Ask yourself, if a visitor to your Instagram profile, for example, landed on any image in your feed, does this represent your brand message, your values, your principles, your mission? Remember, and this bit is significant, BRAND isn’t just colours and fonts, although a visual reference point is an essential factor.
Let’s go one step further…outside of your social media channels, can you pick up any two pieces of marketing collateral and see that they belong to the same organisation, your organisation? This includes internal collateral too, presentations, training resources, you name it! The tone of voice across mediums is one of the critical factors to brand consistency.
If you’re noticing a disconnect, here are some questions to establish if you know your brand:
- Why do you do what you do?
- Do you know who you are, i.e. what are your values to which you operate by?
- Have you identified where you are going, with clearly defined goals?
- Is everyone in your organisation on the same page? Do they understand all of the above?
The culture of a business is always set by the creator and driven by the leaders. If you as a leader do not know the brand and all it’s elements inside out and upside down, how can you expect others to follow it.
To conclude. There are two huge reasons your brand needs to be consistent:
- Consistency drives authority and trust in your business and
- Brand unity propels customers to stay loyal and become brand evangelists.
Both of these factors will lead to more devoted customers, and more customers mean more sales and more growth for your business.
I’ll be straight with you, brand establishment, consistency and promotion aren’t easy to get right. It takes hard work, attention to detail, creativity, an acute understanding of your business and your ‘why’, and a clearly defined (and ongoing) strategy. If you want to talk about your company brand and get some pointers on appropriate ‘next steps’, let’s talk.
Branding communicates what you do, what you stand for and what makes you unique. Remember, ‘Brand’ should be applied consistently across everything you do.
In case you missed our recent announcement about our brand new podcast, Creative Genius (Not!), it’s now available to listen to and download on Apple Podcasts and Spotify.
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