Brand consistency is the act of delivering aligned messaging using the same visual elements throughout your products, services, marketing materials and communications with your customers. The goal is to ensure that people recognise your branding agency in Brisbane in one look regardless of the avenue or platform.
Take, for example, Coca Cola. In countries around the world, their logo with the red and white hues and the distinct script font are showcased all over their bottles, cans, promotional products and trucks. The brand design also strongly influences even the soda company’s website and social media accounts. Coca-Cola’s brand consistency is a massive factor in what makes them well-known globally. On top of their visual identity, their messaging is aligned across all applications.
Builds Brand Perception
Establishes Customer Trust and Loyalty
People are more likely to do business with companies they know, BUT they remain loyal to those they trust. Brand consistency establishes trust because it gives the impression of reliability not only on their marketing but also on their ability to deliver as a business.
Conversely, it can create confusion when companies practice brand inconsistency; it can lead to scepticism and customers, ultimately taking their business elsewhere.
Distinction from the Competition
Set and Adhere To Branding Guidelines
Save All Branding Assets in a Central Repository
When your team has access to and can find all brand assets, it makes it easier for them to practice brand consistency. Branding Assets Include:
Documentation that details brand design instructions
Give Your Team Brand Training
To fully understand the story behind your brand identity, your team should go through brand training. This emphasises the importance of brand consistency to the success of your business.
Brand Consistency Takes Time
Creating the right brand design for your company takes a lot of work. It goes through a detailed process of creation and modification. When you’ve chosen the right combination of all elements, commit to it by heart and deliver brand consistency across all your interactions with customers. Give it some time to grow on people’s minds. Avoid making changes repeatedly because you’ll risk losing your customer’s interest when you do this. Once you’re confident that you’ve effectively delivered brand consistency, it’s best to review the impact of your brand design on your business and make design strategy tweaks only if necessary.