BRAND CONSISTENCY AND WHY IT’S IMPORTANT
A businesses brand is a communication method (term, name, symbol, or another feature) that helps customers understand and distinguish your products or services apart from your competition and is connected to every facet of your outward identity. Everything that influences a person’s impression of your business becomes a part of that identity so it is essential that your brand remains both consistent and easily recognizable. Often times, companies underestimate and don’t realize how important brand consistency is and how it can impact their overall success.
Avoid Confusion – Potential clients and customers are being introduced to you so you don’t want to confuse them. Make it effortless for someone to remember you by being consistent with how you present your business. People take notice of certain elements, but don’t always remember all the specifics.
For example, let’s say you’re at an event and hand a potential client your business card which displays a large, red, square logo. A few weeks after, that person is thinking they could use your services and they google your name and go to your website. If they see a large, red, square logo they instantly feel confident that they’re on the correct website. If, on your web site you show your logo (even the same graphic), but in yellow, they will feel confused and question whether this is indeed the same person & company that they had in mind. Consistent branding creates authority and builds trust and familiarity between you and your customers.
Consumer’s trust and love brands! – Consistent branding promotes customer loyalty. New and even returning customers are largely influenced by the stability associated with a solid reputation that's been maintained by consistent branding and people know exactly who you are. They recommend products or services to others and they'll return to your company because its presence is thoroughly established and dependable.
BRAND CONSISTENCY IS NOT ALWAYS EASY
To ensure that branding remains consistent, all of your marketing materials need to feature the same logo, slogans, fonts, and color scheme. It is important that your visual identity is easily recognizable throughout all communication channels.
To achieve this, you need to be consistent with the look, feel, tone, and wordage throughout your brand. This must be carried out in every marketing piece including: website, business cards, campaigns, letterheads, envelopes, invoices, signage and all things that are affiliated to your brand.
Using consistency to build your brand provides your business with creditability and remembrance. Brand recognition moves you to the next level – gaining trust and loyalty with your customers.