Brand Consistency and giving consumers a dependable experience across all your channels of communication works along the same lines as always putting out a dependable product.
Consumers want to know you.
Developing a seamless look for your brand across your website, all social media channels, even in your store and on your product packaging will make consumers feel more comfortable with your brand, and will make them more likely to purchase from you again.
Interacting with consumers through a consistent brand voice and aesthetic is a major step towards letting consumers get to know you as an organization.
It’s Marketing on a Higher Level
Brand consistency takes you to the next level in marketing.
You’re no longer convincing consumers to stop into your store or buy your product. Your brand is so consistent, so synonymous with your product experience that when a consumer sees your signature brand logo they are already thinking about making their next purchase from you without you even having to ask.
Consistency Makes Your Brand Feel More Dependable
Your consumers can feel the same about your brand if you aren’t careful. If your social media voice is whimsical and silly but your product packaging is sterile and plain, you’re sending mixed signals that will confuse consumers and leave them feeling like your brand can’t be trusted.
Consumers Trust Brands They Recognize
Brand recognition is not just about getting your name out there. It’s about helping consumers get to know your brand on a personal level.
It’s a long-standing concept that purchasing is more an emotional decision than a practical one.
Part of engaging the right emotions with your consumers is making them feel like they know your brand and that your brand can be trusted.
Brand consistency is part of building trust.
Why do you always buy the same brand of milk or the same brand of pens? Because it’s predictable. You know what to expect and you know you will like the outcome.
Marketing the Consistent Message
- Determine Your Audience:
Identifying the target audience is a key step in any marketing strategy and should be carried on to your messaging initiatives.
- Develop Primary Messages:
Having a couple of messages that are all cohesive, with each other and with your target audience(s). Flexibility is vital when communicating between several different channels and with multiple audiences all while maintaining consistency with your message.
- Make Clear Messages:
Does it saying what you mean it to? Is your audience going to understand it? Can it be effective?
- Speak with a Similar Voice:
In order to keep your branding and messaging consistent, it is important to match the personality of all messages. Message of the brand needs to be considered, as well as the audience and what they are most likely to respond to. One way this can be done is by creating an internal communication plan. Don’t forget to communicate within the business too!
- Gather Feedback:
Make sure that your messages are understood by those within your organization. Get feedback from them about the effectiveness of the message.
- Use a Consistent Format:
This means that if stories work the best with your audience, use them. If statistics resonate with your audience, use those. You get the idea.
- Repetition, repetition, repetition:
Repeat your message several times and across all channels.
- Appoint a Message Monitor:
Get someone to ensure that all your messages are consistent at all times is an important aspect of branding. If you don’t have an internal person, consider looking externally for someone who can evaluate the messages.
This article was written by my friend Steven Mask of Eventographyoc.com