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The Art of Brand Consistency

Posted by Jamie Korf on July 18, 2016 at 10:49 AM

Successful brands aren’t built in a day; they’re built every day. We’ve seen our share of small businesses dilute their brand by not establishing their style and branding standards. Here’s a few tips to keep your brand strong and steady.

 

Before we get started, let’s consider what we know about winning brands. We’ve know they’re memorable, enduring, and accessible. Their identity goes beyond aesthetics and guides the tone of all communications. Most importantly, we know a successful brand is consistent. Not in a same’ ol, same ol’ kind of way, but in how the brand positions itself as a unique source of value for its customers.

 

Create a Point of Differentiation
Your niche is what sets you apart from your competitors, and the most successful brands out there are the ones that can quickly and clearly articulate their value proposition. In today’s mercilessly competitive marketplace, it can be a challenge to get potential customers to value the distinction between one brand and another. Think about it: have you taken a stroll down the cereal aisle recently? The possibilities are overwhelmingly endless.  

 

With customers having an all-you-can-eat buffet of products or services for their choosing, it’s more important than ever to establish strong branding. That’s where consistency comes inyour branding and language should only belong to you, and your messaging should support your brand promise and be consistent through all your channels.

 

Drive Customer Recognition
Recognition is not a given—it’s earned. Your customers have grown to trust that your standards will endure over days, months, and even years. If you’re doing it right and consistently delivering, your customers will identify your brand even when assets appear independently, from your packaging, to your website, social media pages, or even your brand’s color palette.

Just think about how Nike’s swoosh logo can exist without mentioning the word “Nike” and how their tagline is recognizable without the logoyou don’t need to see the whole picture to make the association in your head. This same principle applies even on the small-scale; what makes a brand stand out are the distinct qualities that consistently set it apart from competitors.

Reinforce Your Message
It’s been said that “the difference between the right word and the almost right word is the difference between lightning and the lightning bug.” (Thanks, Mark Twain!) And this is precisely why your brand message needs to grab your audience’s attention and never let them go.

“Effective frequency” is a term used to describe the number of times a person must be exposed to a message before getting a response. When your audience is exposed to your brand’s message, it reinforces your unique value proposition in their minds. Repeatedly hearing or seeing it will drive greater long term retention. But if your brand messaging constantly changes, it’s hard for customers to recognize or keep up with.

Stay Accountable
A style guide protects your brand by ensuring cohesive, clear, and effective communication across all customer touchpoints.
Your guide should include the following:

  • Mission, vision, and values

  • Written overview of the company

  • Voice, tone, and style of content

  • Target audience and customer demographics

  • A quick reference for designers, marketers, and developers

  • Logo, font, and color palette guide

Remember, this is a living document. As the company grows, these changes should be reflected in the style guide. Make sure it’s accessible for all employees and consider even appointing a few members of your team as brand ambassadors to keep an eye out for consistent branding as it’s executed across channels.

Branding consistency doesn’t necessarily translate to all things looking “identical,” but there should be standards put in place to make sure your visuals and messaging are clearly and consistently applied. Remember, consistency breeds trust, trust breeds loyalty, and loyalty breeds advocacy.


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Topics: branding, design, Market strategy, Style guides

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