The more consistent you are with every aspect of your brand- messaging, style, colors, fonts, offerings, etc.- the more likely you are to build and maintain brand trust because consistency makes you look professional, authentic, and dependable. You don’t want your brand to be to your audience’s interpretation. You want everyone in your target market to have a clear idea of you, and not only that, be excited about your offerings! In today’s blog post, we will be covering four ways to have brand consistency.
Every major brand has a brand guide and so should small and midsize businesses. A brand guide is a guide that dictates how branding elements should be used internally and externally to maintain brand consistency. Sections you want to include in your brand guide are voice and tone, brand colors and fonts, media formatting, and photography and graphic styles. You want every time your brand is on display- be it your website, business cards, email signatures, letterheads, brochures, social media, blog, or signage- to be in sync.
Studies show that content marketing costs 62% less than traditional marketing and generates approximately three times as many leads. With statistics like that, it’s impossible to ignore content marketing as a marketing strategy. Not only that, content marketing is a chance to have brand consistency because you’re able to educate your audience and discuss your brand values.
If you’re new to content marketing, here are some questions to ask yourself that can help you generate content:
Who is my audience?
What is my audience’s pain points?
How can I help my audience?
Your business is a living, breathing thing, and as such, it has a personality like any living being does. Be sure your brand personality comes alive in your logo and messaging.
Even though every marketing outlet has a different personality, as this article from ClearVoice states, “your messaging on LinkedIn may be less casual or more professional, but it shouldn’t sound like it’s coming from a different brand altogether. Think about it this way: There is the ‘at work’ you and the ‘at home or with friends’ you. Your personality is the same, but your mannerisms adjust to the context.”
In our last blog post, Marketing to Different Generations, we mentioned how every generation (Baby Boomers, Gen Xs, Millennials, Gen Zs) are all a bit different, and as such, how they are marketed to should be different. Don’t feel pressure to try every marketing outlet. We’ve all got marketing budgets. It’s important to pour your marketing efforts and energy into the outlets that make the most sense for your brand.
If your primary audience is baby boomers, don’t feel guilty if you’re not on the Instagram train. That platform draws younger audiences, and as such, would not make the most sense for your brand. If you’re feeling stuck on where to put your marketing dollars, ask yourself: does it make sense for my brand to hang out here? Remember what we said above brands being living, breathing things. Think of marketing outlets as places your brand hangs out.
Brand consistency isn’t just the marketing department’s responsibility. These days branding is also the customer’s experience. Or should we say the ‘brand experience.’ Every department in your company from upper management and marketing to sales, HR, and customer service should know and understand your brand’s values and mission. They should make sure their performance reflects what your brand is about. This integrated branding approach can ensure you’re providing a positive and authentic experience to customers.
At Sperling Interactive, we work hard to make sure our clients have brand consistency. From the content on their website, the layouts in their print collaterals, to their graphics on and offline, everything should be consistent. Call us at (978) 304-1730 to learn about the brand guides we create for businesses and nonprofits.