Why Brand Consistency is Vital to Your Business
Your brand is the core of your business and it has a major impact on every decision you make. In keeping your brand relevant and as transparent as possible to consumers, we constantly have to think about how every choice impacts the brand and leaves an impression on others. “Does this align with our brand values?” “How will customers react?” But, what exactly makes up a brand? Why is brand consistency so important?
The Ingredients of a Brand
Think about your favorite coffee, sunglasses, or a pair of shoes. Some brands hold so much power, we associate entire categories with them. We know a brand is not just its logo, or its products, rather it is perfectly described by Advertising mogul David Ogilvy as “the intangible sum of a product’s attributes.” It’s these intangible attributes that make consumers attracted to you, and loyal customers know what they are investing in when they choose you.
The key to building your brand is to establish a connection with customers. By etching your core values into the blueprint of the business, customers will continue to feel good about investing time and money into your services. This connection creates a sense of loyalty and transparency, bringing enormous brand value which will, in turn, drive more sales and traction to your company.
Why Brand Consistency Is Important
It’s important to remember that buyers are people. And people crave consistency and routine. Customers know they are investing in a good brand when they know what to expect and can make decisions based on those expectations and the information gathered at the time. Branding is a perfect example of where consistency is crucial. With competition so high, we are responsible for ensuring our communication and marketing strategies uphold the brand. Some of the elements in maintaining brand consistency include:
Awareness – In the digital age, capturing the consumer’s attention is harder than ever. With the hundreds and thousands of app and media outlets, how can you ensure that your business is not buried amongst the others and build awareness for your brand? Whether looking at Instagram posts or perfectly designed email marketing campaigns & newsletters, it is certain that only the most engaging and relevant campaigns will command consumer attention.
Trust – When it comes to branding, it’s all in the details. Different logos and an inconsistent aesthetic on your business cards and the website can be confusing for customers. First, they need to trust the site is yours. Second, if the simplest of details are inconsistent, what other details are you missing — Customer support? Engineering? In other words, if your brand was a dating app, they might swipe left.
Content – Keeping up with trends and media may seem like an Olympic race, but brands must evolve in order to stay relevant. More importantly, through that evolution, the brand message must stay consistent across all marketing and communications materials. Every press coverage is an opportunity.
Relevancy – From trying to adapt to the Instagram algorithm to competing with the 1000s of brands trying to catch the public’s attention, what really makes a business stand out amongst the rest is the ability to create highly targeted, relevant messaging. As a brand that is trusting consumers to invest in you, you must take the time to get to know your audience. This relevancy makes all the difference between a campaign that is successful or one where the email is sent to spam, and the call goes to voicemail.
How BIPR Can Help
Here at Be Inspired PR, we understand that a company’s brand is the root of their business. We are passionate about our clients’ stories and making sure they are heard. From social media management to full-time PR, our services ensure that your company’s key values are weaved through every project and campaign. Reach out to us via our contact form to find out more about how we can elevate your brand!