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You heard it before, consistency is key to a successful brand, but what does this mean for your business? Learn how being consistent is instrumental to your marketing efforts with this guide.
When you think of Coca-Cola's red and white typography, Nike's “swoosh logo” or McDonald's Golden Arches, you immediately know what these brands are even without looking at their brand names. That’s the power of consistency in brand marketing, it helps build a recognizable brand.
Consistency helps establish a deep connection with your ideal client. It elicits the right emotions from your target audience and builds trust. That's why businesses tend to stick to a specific look, consistency builds a memorable brand.
On the other hand, inconsistent branding will only confuse people, alienate your existing customers, and put off prospective clients. No one wants to do business with a brand that has no idea what it wants to be!
Consistency builds brand recognition. When you’re grocery shopping and comparing similar products, you’ll always choose the one that you know simply because of your history with the brand. You would choose it again and again, even if it is no different from other products simply because it is the brand that you’ve come to trust. This is the power of brand consistency – it cultivates a deep connection with customers.
Sticking to your branding helps establish credibility, trust, and yes, brand recognition. Being consistent in your marketing messages, colour scheme, typography, and imagery, the messages stick to the consumers' minds. Of course, don’t focus solely on aesthetics. You have to offer real value to consumers so that they will have a pleasant history with your business!
When the market is saturated, you have to make your brand unique so that people would pay attention to your marketing messages. Otherwise, you’ll end up just being one of the millions of other brands marketing for a small target audience.
Brand consistency helps define your brand so that your ideal client could distinguish your business from all others. No one ever confuses Febreze with Glade despite sharing the same market and being very similar to each other. That’s because each of these brands has its unique branding. You want your branding to be distinct and eye-catching, your typography and colour scheme should be used across all marketing platforms to separate your business from the competition.
What makes Hermes such a sought-after brand? Even if you are not familiar with the brand, you know that it’s a high-end bag maker. You know that a Birkin bag is not like an ordinary bag because the brand’s marketing message is deeply ingrained into your mind. It screams luxury, opulence, and a long history. A bag is just a bag unless it’s a Hermes bag.
As aspiring entrepreneurs, we all dream of building a cult following. But getting there will require consistency in branding too. We don’t want to be confused for another business, right? By being consistent in your branding, you can develop a unique brand identity that sets your business apart.
As a business owner, you want to be perceived as a reliable, trustworthy brand that your customers could count on. You can communicate this message by the way you market your business. You can create a marketing message that focuses on the values that you want your brand to be known for. And these values should always include providing the best customer service.
Of course, you have to back your marketing messages with actual training and initiatives that will help your employees deal with customers in the best way possible. Highlighting your business's customer service will eventually pay off, and your brand will be known for its exceptional customer service!
While there’s no reason you shouldn’t branch out by adding unrelated products or services to your brand, this inconsistency will confuse many people. When you are detracting from your branding, you’ll be perceived as untrustworthy by your customers. You can’t start a business selling colouring books for preschoolers then add kitchen tools to your business without alienating your primary customers. Being consistent helps keep your offers in line with your branding.
When done right, branding is a powerful marketing strategy that could turn any brand into a memorable business. Do it right, and you’ll be attracting the right people to your business. Stray from it, and you will put off your core clients.
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