How are you sure you are not sending mixed or inconsistent messages to your clients or potential customers?
It is common to find business owners with a precise definition of their brands. Those types of business owners or managers are the ones who don’t know when their businesses are moving away from the course of their brand, and that impacts negatively on their brand’s identity or brand power.
While it is the goal of every business to stand apart from their competitors, those business owners with no precise definition of what their brand represents will have nothing about their company that makes their label that sets their brands apart from those of other businesses in their industries.
That could leave businesses or brand owners complaining about attracting the wrong target audience. The good news is that we shall look at ways to maintain consistency with your brand’s identity in this article.
But first off, it is worth mentioning that your brand’s identity is the most crucial factor when it comes to marketing your brand, whether or not it is new or existing.
However, contrary to popular misconception, there is more to your brand’s identity than a logo and a website. It is what influences the impression or perception prospects have of your brand. In other words, your brand’s identity is a client’s total experience.
Suffix it to say, therefore, that it is essential to be consistent in every touchpoint you have with customers and prospects. So, without further ado, let me walk you through five ways to be more consistent with your brand’s identity.
In case you didn’t know, a brand guide serves as a roadmap that helps your team not to stray off track. Therefore, you must create one for your brand and share it with the necessary team members so that everyone can be acquainted with and stick to the brand guidelines.
For example, the graphic designer of your brand should always stick to the colors and fonts that are accustomed to your brand. Also, it will do your business a world of good if your team of web designers can maintain the same design for all your website and landing pages. It is, therefore, your duty as the business owner to double-check every new marketing piece to confirm they align with your brand’s guidelines.
You need to know that your brand can only meet the needs of some. So, trying to get the attention of everyone at-a-go could cost your brand its identity or make it seem your company needs direction. Therefore, understanding your brand can only cater to the needs of a given set of audiences at a time will enable you to create brand communication that aims at a target audience.
To project a strong brand image, your logo, print, signage, and text face must complement each. With these elements in place, you can be confident that your company will have more substantial brand equity. They should be applied to every product your company produces because they will be the elements that define your brand’s identity.
This is one of the surest ways to maintain a consistent brand identity. But do you control your brand’s marketing campaign?
You can apply only a program that gives you absolute control over your entire marketing plan, from production, administration, workflow, reporting, and even deployment.
Also, applying such a program helps simplify the management task, launch, and follow-up of marketing campaigns and materials.
This is another crucial step to give you a more consistent brand identity. There should be a regular communication pattern that must always be adopted when projecting your brand’s image both on and offline.
In other words, a consistent tone should be used to communicate your brand’s concept on all of your company’s marketing channels.
So, whether it is Twitter, Facebook, or any other channel, your brand’s image on one medium should conform to your personality on different channels.
The above tips are only an excerpt of creating a consistent brand identity. But with them, you can be sure of maintaining a robust brand identity that sets you apart from the others in your industry.
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