Consistency is vital if you’re trying to build brand identity. If you send your audience mixed messages this will not only confuse them, but they’ll be less likely to trust your brand. It’s important to create a consistent personality for your brand, visual content, and voice.
You need to mirror your branding across all channels including your website, social media, email marketing, and in-store advertising. Here are ten tips on how to boost brand consistency.
Create a memorable logo design
You should dedicate time and money to creating a memorable logo design. This should sum up your brand in one image, so it’s vital to get it right. You will then need to use your logo in all your visual marketing content. You could consider hiring a professional designer or holding a contest with different freelance designers to get the best results. Once you’ve got your design there are several websites and apps which allow you to test your logo. This way you find out how original it is and if it’s getting the reaction you want from the public.
Establish your voice and personality
You need to establish your brand personality and voice. These both need to appeal to your target niche. Brainstorm target buyer personas to give you an idea of their interests and lifestyle and you can create a brand personality that aligns with these. You need to then reflect your brand’s personality in your tone of voice and language across all written content.
Mirror landing pages in email marketing
After designing a great website with your logo and brand personality, you need to reflect this exactly in other marketing. This is especially important with email marketing. As well as creating engaging email marketing copy, you need to mirror your landing page branding and logo so the reader automatically connects it to your brand.
Make the most of in-store advertising
If you have a brick and mortar store, there are several great opportunities for in-store advertising as well. You could use personalized bunting with your branding to decorate inside or outside. Advertise the same promotions that are offered on your website at your point of sale. Always be consistent with any marketing material outside and match it to your online content.
Design amazing billboards
You can get more creative by designing amazing billboards, either to use online or outdoors. These should still be consistent with your brand’s personality, but need to be eye-catching. There have been many advances in digital billboards so you could use these to your advantages. Here are some useful digital billboard design tips.
Make your domain stand out
As well as creating consistent visual and written content you also need a memorable domain name. Use keywords in your domain name relating to your products or services. You should also keep it short and leave room to expand on it if necessary. Ensure your domain name is easy to pronounce and spell, but make sure it’s unique enough. This will make it more memorable. Changing your brand name causes hassle and could have a negative impact on your business, so it’s good to get it right the first time.
Tell your story
One of the best ways to appeal to your audience’s emotions is to tell a compelling brand story. Storytelling is an essential and effective part of content marketing. Your brand story should recount how your company came about even having to overcome adversity. Talk about how your brand helps people with specific examples. These are just a couple of the most common themes but your brand story needs to be consistent throughout. Many businesses choose to include a snippet of their brand’s story in email marketing, for example. This should link directly to your “about us” page or company values on your website.
Express your message
In order to express your message consistently you need to first establish your company values and what your company plans to accomplish in the future. Outline your core values and your business’s mission statement. How are you going to use your brand’s consistent voice to communicate this message? These are all important ideas to brainstorm. It’s good to try to imagine what the audience’s takeaway will be from reading your message. You can then align this with your visual content, branding, and tone of voice.
Prepare guidelines for branding style
If you’re working in a larger team or outsourcing your marketing it’s a good idea to prepare guidelines for branding style. This will help to keep all branding material consistent. Here is a brand style guide example to give you an idea. You could also put together a library of images, graphics, and written content in order to be repurposed. This will inspire those working on your branding to maintain better consistency.
Train your team
In order to create brand consistency, you need to ensure your entire team is on board. Hold regular training sessions on your branding and explain your brand persona, tone of voice, mission, and message. Work together to create the best content material that reflects the true spirit of your brand.
You could even give out freebies with your logo on to give your employees an incentive to engage with your brand. Hand these out to stakeholders as well and get your brand out there. The first people you need to educate and inspire with your brand are your employees and they also make a great sounding board for ideas. Work together to promote brand consistency and recognition.
Brand consistency in your advertising and marketing goes a long way. Your audience are more likely to remember your business if your branding is consistent across all channels. Focus on sending the right message to the right people, and reflect this in all your marketing content. Any advertising online or outdoors should reflect your brand’s unique personality, and make it stand out.
Being consistent in your branding makes it stronger, and more effective. You’ll reach out to more potential customers with better brand consistency.
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