In any business, having a brand identity is crucial. The visual elements, including design, colour, typography and logo are essential factors for making a company recognisable. Once you develop your brand identity, you should understand the importance of brand consistency – this is where recognition turns to trust and lasting loyalty.
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 brand 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.
Importance of Brand Consistency In Businesses
Builds Brand Perception
With brand consistency, it’s easier for companies to shape people’s perception. They can introduce positive key messages about the brand, and their audience will automatically associate it with the company’s brand identity.
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
Brand consistency helps a company stand out from the crowd and outshine the competition. In any industry, there will always be those that offer similar products or services. Brand consistency can set you apart from the rest and help you have a deeper and more personal connection with your customers.
How To Maintain Brand Consistency For Your Business
Set and Adhere To Branding Guidelines
Your branding guidelines are the core of your entire branding activity. So whether you’re creating a social media post or having business cards printed out, ALWAYS follow the 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:
- Brand guidelines
- Documentation that details brand design instructions
- Logo variations
- Other Graphics
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.