In selling anything, you must always put yourself in your buyer’s shoes. To further illustrate, let’s pretend that you’re a buyer. Imagine that you’re scrolling through social media and come across digital advertisements of your favourite beauty product. The moment you see it, you recognize its visual elements, such as the colour, the typography, and even the model’s wardrobe.

When you hold this kind of familiarity with a brand, it only means that they’ve earned your trust and they have sent their message out successfully. For this reason, you are most likely to repurchase their product. This is how you know they’ve established brand consistency.

Now, as a business owner, we’ll tell you all about how brand consistency can earn your consumer’s trust:

Let’s Talk about “Brand Consistency”

In essence, brand consistency means incorporating fundamental values, brand promise, customer experience, and brand identity into a seamless message. Being "on-brand" is producing marketing collateral that embodies the brand’s identity. When you maintain brand consistency across all marketing platforms, it results in a positive consumer experience.

If you’re a buyer, it is easier to connect and trust a consistent brand through time. This is why brand consistency is required for businesses to further develop and thrive, especially in competitive industries. To add, almost all purchases are subconscious, demonstrating that buying decisions are driven or motivated by emotions.

Because of this, marketers employ emotional marketing and frequently sell a sensation rather than a product. You may be drawn to the same washing detergent, for example, because you know what to expect. Customers will buy more from you if you instill such comfort and trust in them.

Like all things in the marketing world, maintaining brand consistency can be tricky. For one, a marketing team comprises a diverse set of personalities who have their individual marketing beliefs. To overcome differences, a team must meet one goal to generate effective marketing materials for the brand’s image.

You must also understand that your staff are your brand ambassadors. Regardless of their position in the organization, your employees must not only use or promote your product but must also embody the brand's fundamental principles.

Strategies to Manage Brand Consistency

●      Set accessible branding guidelines

Branding guidelines must specify how components of visual and narrative design should reflect the brand. This could involve logos, typography, images, tone, etc. Moreover,  these should all be used for telling the brand's story and should constantly be duplicated in all promotional collateral.

●      Integrate all visual elements

Aesthetics are essential for any consistent branding strategy. With that said, you must create a visual identity that adheres to the branding style guide. Ensure that all staff have access to the necessary graphics for cross-promoting across pages and platforms.

●      Streamline internal brand support

Encouraging employees to learn about the brand's values, message, and history can further impress consumers. A company can appoint a brand manager to act as a gatekeeper for its products and services. Their role is to ensure that employees are aware of consistent branding, that the brand voice is used effectively across all marketing endeavours, and that brand regulations are understood and followed.

Conclusion

Branding is a daunting undertaking for any business, but it’s a vital aspect of success. Without branding consistency, it is almost impossible to find your loyal customers and retain their support. That said, make sure you get a headstartt, do your research, and work with a team of like-minded creatives who can produce a marketing strategy for the long term.

Are you looking for a marketing agency in Vancouver? headstartt is a firm of professional creatives aiming to help small to medium businesses grow. With us, you can expand and amplify ideas across the digital landscape and achieve success in the retail and food industry. Contact us today to get started!