What is brand consistency? In simple terms, brand consistency is the model of expression that influences people’s views about your company. Consistent messaging creates consistent branding via words, design, offerings or perspective. Your brand should develop awareness and build trust and loyalty with customers.
Nowadays, most industries are very competitive for customers. Industries like healthcare and utilities, which were off-limits to marketing in the past, are also competitively marketing to reach more customers.
Branding plays a crucial role in differentiating each business/industry. But brands are not just about creating slogans and fancy marketing; yes, these play an essential role in branding, but how do you build your brand? The answer is “consistently delivering the brand promise through all stakeholder touch points”. The key word here is “consistently”. The consistent and desired experience builds trust, which is the basis of loyalty and promotion.
Branding will not succeed if a company is:
- Impervious to customers, employees, and other stakeholders’ views about them.
- Resistant to uncovering employees’ innate talents and personalities and giving them the freedom to become involved and loyal brand ambassadors.
- Resistant to investing in higher value components of the business, including high-quality training for frontline employees to create a customer experience that is always consistent with the brand message.
- Resistant to being CONSISTENT.
The key to successful branding is “consistency, ” which goes beyond the product/service offered by a company. The promise made by a brand must be evident and consistent with every communication each stakeholder experiences. This means that every single part of the organisation plays a role in branding – from talent development to finance and R&D.
As rational as it is to sustain this consistency, it is a vital and challenging task.
Brand consistency requires constant effort.
Brand consistency’s benefits can be crucial in brand positioning within competitive markets, creating influence in the segment and loyalty.
Being consistent does not imply that you are not allowed to change. On the contrary, consistency will give your company a strong foundation for growing and offering more options for more people! With consistent brand positioning, once you have built a reputation of your brand promise, you can then evolve and grow.
We have learned about brand consistency and its importance in your business. How exactly can you build brand consistency? The answer is strategically putting your company into the limelight with campaigns and marketing actions.
Below is a pictorial representation of the steps involved in building brand consistency.
I hope this blog has made you think about your brand and brand consistency. I welcome your thoughts about how you are working towards achieving brand consistency in your business. Is it something you are doing but not regularly? Is “brand consistency” on your to-do list, but you cannot get time to strategise and implement it?
If you think you need help with branding or any other marketing concerns – feel free to contact us today for your no-obligation discovery call.
