The general rule of thumb to grow your brand’s influence is to ensure its consistency and present it in all the places. That’s why many businesses make efforts to guard their brand and its image.
Companies achieve this by developing precise standards and maintaining their overall strategy. A brand experiences damages when you fail to enforce standards, leading to loss of brand equity.
Although it is a daunting and time-consuming task to establish brand consistency, you can achieve success if you focus on consistency from the get-go. It is crucial to determine what matters to your company and business operations when developing your brand. Let’s face it, people like looking at pretty things, which helps build brand recognition.
Take Coke, for example, we all know that red bottle or box with the white swish. If Coke never established their signature red and white colors and just picked whatever color they felt like at that time. We would never be able to quickly pick them out from a sea of other soda companies at the grocery store.
You also need to focus on feelings and emotions you want to invoke in your prospective and existing customers. Knowing this will make it easier to pick colors and other brand elements that make connecting with your dream client and keep your existing customers as super fans easier.
Better Brand Recognition
The primary purpose of maintaining your brand consistency is to encourage consumers to recognize your business. For instance, when you have a consistent brand, your customers will recognize it immediately when they see it in your ads. Consumers truly know your business when they see your business name or logo.
Besides, when consumers recognize your brand on billboards around the city or their social media feeds, they will consider your company when shopping for relevant products. That’s why you should make efforts to make your brand consistent across all marketing channels.
Remember, these include the traditional advertising and digital marketing channels. Achieving your brand consistency goals invoke emotions in consumers, allowing them to feel certain emotions when they see your brand on billboards, shopping malls, third-party websites, and social media channels.
For instance, if you have a clothing brand, it should trigger consumers to buy new clothes for the new seasons. Likewise, if you have a sports brand, it should trigger enthusiasm for exercise or supporting their favorite sports team. Nike did a wonderful job building brand loyalty with its logo, slogan, and celebrity sponsorships.
A consistent brand also focuses on customers’ experiences. People who interact with your business, products, or services must see your brand value when purchasing your products. Moreover, consistency allows consumers to recall your brand value when they see your company’s logo. All this leads to better brand recognition by consumers.
Increased Consumers' Trust and Loyalty
Companies focus on a consistent brand because consumers stick with it. A consistent brand enables consumers to expect better value even if they don’t get the best products or services. It means consumers feel better about your business when they anticipate your next moves.
Predictability is a crucial factor when trying to make your brand consistent. It encourages your prospective and existing customers to trust your brand, leading to positive feelings toward your company, products, or services. Therefore, ensure your consumers know their expectations and possible outcomes.
When you change your brand frequently, it will create confusion, causing consumers to assume that you are inconsistent. As a result, they may not trust your business because they would think that your business values and products could change at any time.
Improved Customer Engagement
Higher returns on investment are directly proportional to how your brand engages your potential and existing customers. Whether you use traditional marketing methods or digital advertising campaigns, consistency is the key because it enables consumers to recognize your business values.
As a result, they connect with your brand on an emotional level, allowing them to feel and know about your business personally. Your customers can identify your company’s mission and values when they know your brand.
Not only does this encourage your customers to purchase your products, but it also motivates them to perform “word-of-mouth” marketing for your business. Research shows that 64% of people trust a brand due to shared values.
If you want to trigger positive feelings and emotions in your prospective customers, make sure your brand remains consistent everywhere. You can evoke these emotions with your brand’s logo or when they hear your business name.
Want to create super fans?
Brand consistency is an integral part of your overall business strategy, allowing you to connect and engage your customers. The purpose is to deliver your company’s message that aligns with your core values, brand promise, brand identity elements, and customer experience. This all leads to you creating super fans!