Your brand is how you reach out to the world.
And, if you want the world to reach back, then you’ve gotta be memorable!
That’s what branding consistency is all about: A uniform and balanced presentation across all marketing channels. Brand consistency has the power to create a cohesive, harmonious image that resonates with your target audience, builds trust, and creates relationships that endure.
But don’t expect it to happen overnight.
Once you’ve established a strong, recognizable brand, it’s time to put it to work by creating and maintaining a strong level of consistency across all representative aspects of your business. Certainly there is some wiggle room for organizations just starting out but, once you’ve found the approach that best speaks to your brand, carefully maintaining your total image and presentation is of utmost importance.
If you’ve got your eyes set on consistent marketing in your brand, here are 4 areas of focus for you to consider.
Your consistent use of agreed-upon design elements (logo, color palette, typography, etc) will heighten your brand’s look and feel.
Your tone and voice should be consistent across all platforms. This will serve to build trust and become an expected part of your brand identity.
Maintaining this consistency in the “real world” is just as important as online. Your brand should feel the same in hard copy.
Lastly, despite the desire to maintain consistency, your brand identity shouldn’t rigidly adhere to it. Change is inevitable.
Brand consistency is challenging, especially for well-established companies. Getting your team (and contractors and vendors and partners) on the same page can be overwhelming to say the least. With so many balls in the air (irons in the fire?) achieving and maintaining brand consistency, while important, is no easy task.
This difficulty extends to your target audience. If you’re not 100% honed in on your clientele, working to establish and maintain a strong brand identity could prove frivolous. A lack of understanding of your brand as it relates to your target market could easily accomplish the opposite of what you’re hoping to achieve.
And that keen understanding is paramount within your organization as well. If your team is not on board with, and supporting, your consistency endeavors, then it could fall apart like a house of cards.
However, the positive aspects of a consistently utilized brand identity far outweigh the difficulties.
Consistency breeds familiarity, and familiarity breeds trust. Just think of your favorite brand. Think of their well-maintained color palette, logo and voice. Pops into your mind pretty quickly, doesn’t it? They’re not sticking with the branding because it’s easy. To the contrary, they know exactly what they’re doing and they’ve given it a lot of time, energy and thought. A consistent brand reinforces the perception that your company is dependable and professional. Something like that is priceless.
Maybe your market is crowded with competitors (most markets are.) With so many options to choose from, your consistency becomes your key for differentiation. Your consistency, memorable branding becomes your strength. Whether it’s your logo, color scheme, tone of voice, or all of the above, maintaining uniformity etches your brand in the hearts and minds of your target audience.
This is where partnering with your favorite branding agency in Dubai will really help you out in the long run. Not only are brand guidelines key in establishing consistency, they can serve as your bible in maintaining it. Guidelines help keep all areas of your brand on the right track, thus placing you in a far better position for success than before you had them in hand.
Once you’ve established a solid framework for brand consistency, there’s no harm in recycling marketing content, templates and ideas. Because, dammit, they work! There will be no more trial and error regarding marketing, social media or how you should be phrasing this sentence or that. You’ll know! This consistency will noticeably streamline workflows, giving you more time to focus on the clients and jobs.
In this crazy business landscape, you’ll want any leg up you can get, and consistency emerges as a guiding principle that mightily reinforces your brand identity. It’s the ribbon that winds through every aspect of your brand, creating a harmonious and memorable experience for your audience and, ultimately, a less stressful approach to branding for you.
As you navigate the exciting journey of building and growing your brand, remember that consistency is not just a choice; it’s a commitment to the enduring success of your business.