What is brand consistency?
Brand consistency refers to the practice of maintaining uniformity and coherence in the way a brand presents itself across all its touchpoints and interactions with its customers. It involves ensuring that the brand’s visual elements, messaging, values, and overall identity remain consistent across all channels and over time.
Why is brand consistency important?
Brand consistency is about making yourself recognisable to your audience, strengthening your bond with them and creating a reliable personality that your customers will gravitate to. Sounds easy, right? If you can master that, you will:
- Increase customer trust and loyalty
- Differentiate yourself from the competition
- Develop brand authority
Brand consistency is a key factor in developing brand recognition. Once your customers recognise your brand and have positive associations with it, then they’re more likely to make the commitment to your brand in the long term. and once you’ve established brand consistency, your customers will feel more confident recommending you to friends and family.
Coca-Cola is a great example of brand consistency paying off. When customers see that trademark red can, they know exactly what does expect from the bubbly liquid within. Even if you’re in another country and the writing on the can is in another language, it’s likely that you’d recognise a can of Coke from a mile away. Now imagine that they decided to switch it up and put Coke in yellow cans with a slightly different font on them. They’d have an awful lot of confused customers on their hands… and even their most devoted fans would be hesitant to recommend them. Consistent brands have a lot less trouble keeping hold of their customers.
What are brand guidelines and how can they help create consistency?
Think of brand guidelines as a rule book for your brand. They can be used as a blueprint for creating new marketing assets, so you don’t feel like you have to start from scratch with every campaign. Brand guidelines ensure that all members of your team are familiar with the look and feel of your brand, and act as a central point of reference as needed.
What should I include in my brand guidelines to ensure brand consistency?
Your target audience data
You should always keep your customers in mind as you design your brand and products. The attributes you focus on will be dependent on your brand but may include age, location, income, habits and preferences.
Many of the world’s most successful brands work with a very limited and specific colour palette. Try to keep yours consistent both online and on the shelf to make it easier for customers to recognise you.
Just like colours, you want to restrict yourself to a handful of fonts that will become synonymous with your brand in time. Choose primary and secondary typefaces that complement each other and use them across your marketing materials.
Photographs and imagery
The style of images you use should align with other elements of your brand and remain consistent. The people that you feature in your marketing materials should reflect your customer base as well.
Tone of voice
When you’re first starting out, you may find yourself fulfilling every role in your company. If somebody wants to contact your brand, they’ll probably end up speaking to you. But as you grow and take on more employees, it’s important that you have guidelines about communicating with customers.
Brand consistency is about creating a unified and dependable brand identity that customers can recognise, trust, and remember. It’s your ticket to long-term relationships with your audience. By maintaining consistency across all aspects of your branding efforts, you can create a more compelling and coherent brand image that they’ll remember. Get in touch today and find out more.