Brand Harmony Part IV: Consistency is King
Emily Del Favero
Consistency is the ultimate difference between having an all-star brand versus a mediocre (or terrible) brand. Having consistency throughout all of your marketing mediums is the single most important thing you can do for your brand identity.
Consumers should be able to view your content on different channels and know it all came from the same brand. If you have silly, funny, colorful content on your website, but your product packaging is plain, outdated and stale, you are sending a mixed brand experience to your audience. Having a consistent brand experience will help you manage your consumer’s perspective and eliminate confusion.
A consistent brand also helps foster customer trust and loyalty. Consumers trust brands they recognize. Establishing consistency and cohesion throughout all your marketing mediums creates a sticky brand experience that will ultimately draw-in new customers and keep your current clients coming back for years to come.
An excellent example of stellar consistency (and brand loyalty) is Apple. Apple’s clean, sleek, innovative branding and design translates directly to their products, packaging, advertising, website, content, brick-and-mortar stores, customer service and social media channels delivering quite possibly the most cohesive, consistent brand experience unparalleled to any other.
AREAS OFTEN OVERLOOKED IN BRAND CONSISTENCY
I have identified the top five places I’ve found where most brands are missing the consistency excellence mark. Take a look at your brand to see if you fall short in any of the following areas:
- Website URL and favicon
- Social Media – Facebook, Twitter, Instagram, Pinterest, etc.
- Communication – Newsletters, blogs, presentation templates
- Print collateral – business cards, invoices, letterhead, memos
- Company email signatures
When it comes to the story of brand identity, initially your brand is echoed by your logo, then supported by your voice and messaging and finally trusted by your value. Make your brand a priority and invest in a consistent, cohesive, killer identity that is clearly communicated throughout every fiber of your business. And when your brand is in-tune like the magical harmonizing of Crosby, Stills, Nash and Young, you’ve Got It Made.
Looking for more branding tips? Check out this article on using data to develop your strategy.