Consistency in branding really is vital for the success of your business — no matter how big or small it is. Through consistency, you can put your branding to work and achieve the positive benefits it brings.
By visibly showing up and repeating your message, you’re able to build an audience and strengthen your brand equity.
Here are some of the ways using consistent branding will grow your business.
Using consistent branding builds trust and loyalty
If your clients know what to expect from your business, and you deliver on what you promise every time, that builds a valuable sense of trust. And building trust is a key part of growing client loyalty.
So, what does it mean to show your clients what to expect? It means providing a desirable experience that aligns with what your clients are looking for. From your customer service, the design of your website, the way you present your work and deliver your services… all of it contributes to the impression that your clients have of your brand. Make sure it matches the image you want them to have of you.
Clients notice right away when something doesn’t look or feel right. Like if the logo on some packaging is pixellated and warped. Or a link leads a visitor to a page that doesn’t look like the rest of your website. Or an image on your business’s Instagram account with a caption that sounds totally off from your usual brand voice… And this is when confusion and distrust are formed, and your audience wonders whether it’s worth sticking around, or purchasing from you.
Your clients want something from your business, and as long as your branding is consistently on point, your brand becomes a part of something that matters to them.
Using consistent branding creates awareness of your business
Using consistent branding is good for marketing. A strong visual identity allows current clients AND potential clients to recognise your business, and connect your brand with the outcomes that they desire. All your marketing efforts, whether through ads, social media, emailing, etc. should always be supported by using consistent branding.
Your tone of voice and visual identity design should be steady and unchanging. This lets your audience develop a sense of who you are, what your brand is all about, and also greatly improves brand equity in the long run.
Using consistent branding establishes your professionalism
Consistency looks dependable, and dependable is awesome — both for building client trust and confirming your business’s professionalism. People are more brand savvy today than ever before, and there’s an expectation that businesses take a holistic approach to their brand.
So, if something feels “off-brand”, it makes the business look unprepared, or maybe as though they just don’t care enough.
Being consistent tells your audience that you are committed to your brand values and delivering exactly what they expect. It shows them that your business takes its goals seriously, and is focused on maintaining a high standard for its customers.
You can also continue building on the successes that your business has already achieved. Everything becomes part of one, solid brand story.
Using consistent branding helps you connect with your audience
A consistent voice and look personalises your business and creates something your audience can get to know. This helps your business to interact with them on a more meaningful level. It’s hard for people to connect with a business, but branding helps to build a more emotional side to business, through a brand story, personality and tone. But just like when connecting with real people, inconsistency will make a business feel inauthentic and ingenuine. It goes right back to whether customers feel like they can trust your business.
Although your business will grow and the marketing tactics you use evolve, your branding should remain consistent. If your customers feel like they really know what your brand is all about, and have good, positive perceptions of your business, then you can grow strong, emotional relationships with them.
Ensuring your brand is consistent
So now you know exactly why consistency in your branding is key. What can you do to make sure your own brand is consistent? Some tips:
- Have well-defined brand values that are available to you and everyone on your team
- Stick to a clear brand voice in all your copywriting and messaging
- Use a style guide
- Have high-quality logo files, images etc. and be ready to provide them to designers or anyone else who needs them to create brand collateral
- Don’t up and change your brand identity suddenly because you’ve grown bored with the colours or the look of your logo. Instead, be creative with your marketing as a way to keep things fresh and impactful.
Related post: How to check that you have a consistent brand
After taking the time, money and energy to create a strong brand, you don’t want to let the effort go to waste by being inconsistent. Consistency with branding is key to the success of any businesses, so it’s definitely something to take seriously. Always be sure that everything you put out into the world fits in with your brand image!
What do you do to keep your brand consistent?
Looking for more content? Try these:
- When it’s time to rebrand – signs your brand needs reviving
- A complete guide to creating a brand that perfectly suits your business
- 5 essential elements your visual brand identity needs
- You need to do a brand audit, and here are the great reasons why
- Consider these 8 key points when designing an awesome logo
- Should you hire a graphic designer for your small business?
- How a strong foundation ensures an engaging, profitable brand