Brand consistency is one of the most important tools in a marketers tool box. Branding is more than a few pretty fonts and colors, it tells your customer that you take pride in your product and that you routinely deliver on your promises. Additionally, consistent branding is an opportunity for your company to show off its personality and mission.
Why is consistency important in marketing?
Consistent branding repeatedly exposes your customers to core messages, visual branding, and other marketing elements. Over time, consistent marketing efforts strengthen brand recognition, evoke positive emotions and build loyalty and trust with your customer. There are many competing voices and distraction in your customer’s experiences and brand consistency is one of the best ways to stand out from your competition. Consistency also boosts sales revenue by building customer relations and confidence, both of which generate leads and increase communication.
How can a business improve its consistency?
Memorable brands use consistent styling that maximizes customer recognition and trust. Using a brand style guide is a great way to establish a uniform company presence. Style guides should include a company’s mission, logo layouts, color palette, fonts and photo styles. Additionally, the style guide can include company voice and copywriting guidelines. Small businesses shouldn’t feel overwhelmed by putting together a style guide. Your initial style guide can be a simple document that is easy to follow and apply to company collateral.
I’ve created a style guide, what’s next?
Now it’s time to create consistent content and publish it regularly. Content creation takes time, effort and dedication. A regular cadence of branded content keeps your business relevant and at the top of your customers mind. The best way to make sure your content is being published regularly is to create a content calendar and stick to it. Many small businesses struggle to create consistent, on-brand content because it takes time and focus that many small businesses do not have. This is where Doraz Marketing can help. We assist with creating branded collateral and ensuring that it is published on a regular cadence that your customers can count on. Reach out to learn more about how we can help.