Why Consistency drives successful Branding:
Research shows that 90% of consumers expect a consistent brand experience across all platforms and channels. Nonetheless, fewer than 10% of B2B organisations claim to have highly consistent branding. As a result, you have plenty of room to build a great brand from your continuous effort.
You will benefit from building and sustaining a consistent, recognisable brand to drive success. You can do this regardless of how big or small your company is or whether you are a consumer-facing or B2B service provider.
But why does consistency drive successful branding?
Importance of consistent branding
Consistency is essential for all brands regardless of their stage. It enables recognition across all marketing platforms and contact points.
Over the years, I have noticed branding inconsistencies across websites, social media platforms and marketing materials. I have seen mismatched logos on social media accounts, tag lines and mission statements that alter depending on where you look. Of course, inconsistency like this may appear minor to some. But it may raise a red flag for clients. It prompts clients to doubt a company’s validity, trustworthiness, and professionalism.
By being consistent, you can avoid these red flags. Consistency allows you to establish crucial awareness of your brand. It can also help brands deliver services efficiently and profitably. Without it, your business might struggle to build credibility as inconsistent branding can cause damage. You could see potential and existing customers become confused or discouraged with their experience. As a result, you may not achieve your growth objectives or targeted outcomes as quickly as you’d like.
Now is an excellent opportunity to rebrand if you realise that you have not been consistent. Remember that rebranding is not a sign of failure. Instead, it is a sign of realisation, growth and moving forward. A consistent brand will benefit from unified brand identity and experience for current and future customers.
Impact on customer behaviour
Consistency can build successful branding because of its impact on customer behaviour. Customers will recognise your brand if it is consistent. They will then develop a relationship with your brand and gain a sense of trustworthiness.
When you speak your target market’s language, you will get their attention. You gain attention because the more your target audience knows about your brand, the more they can relate. By allowing your customers to understand you more, the closer they feel and the more they will trust you.
Research shows that 95% of buying choices are made subconsciously. Buying is an emotional decision rather than a rational one. Trust will drive success because customers are more likely to buy when emotions are involved.
But, as a business, how do you take advantage of this impact on customers?
Don’t leave your brand open to various interpretations and customisations. Instead, encourage your employees to reinforce a consistent brand image.
Employees reinforcing a consistent brand
Consistency will suffer when your business is focused on establishing techniques rather than constructing a brand that is consistent with the vision, mission, and fundamental values. For that very reason, brand consistency can be difficult for organisations to maintain.
Here is how you can create and reinforce a consistent brand no matter what stage you are at:
1. Start with a strong brand
Firstly, build a strong brand with distinctive colours, shapes, fonts, logo, imagery, tone of voice, etc. This is important for brand awareness and recognition. I recommend you work with a graphic designer to reach this goal.
2. Encourage company culture
Employees could support the company culture to maintain brand awareness and recognition. In addition, all company members could post about achievements and other news consistent with the brand’s vision, mission, and values.
3. Encourage staff to use brand guidelines
Set specific guidelines and standards for your visual and written communications to achieve brand consistency. Brand guidelines create a better focus when launching new campaigns or working with external contractors.
Consistency provides a solid base for expanding your offerings to include more possibilities for more individuals. You have the freedom to adapt and grow once you have established a reputation for consistently delivering on your brand promise.
No matter what stage you are at, if you want to work with a graphic designer and brand consultant, please email me at mail@anjapeter.com for an informal chat. I’d be happy to help!