Maintaining brand consistency is extremely important for any business, as it’s the key to successful branding. To avoid confusing your consumers you must deliver a consistent message across all advertising channels. You must stay relevant and bring fresh, new ideas to your campaigns while ensuring that everything you do remains consistent with your brand message if you are to achieve successful branding over time.
The first way to maintain brand consistency is to keep your visuals consistent. Whether it’s on newsletters or on billboards, the images and colors you use across your campaigns should correspond with one another. If your company has a friendly, youthful look in your ads, don’t give your emails a stuffy, formal aesthetic and vice-versa. Paying attention to little details like these will greatly improve your brand consistency over the long run.
The second thing is establishing your voice. Your voice is the personality that you use to communicate with your customers. Your company could be geeky and smart, quaint and old-fashioned or elegant and refined. Whatever the persona, make sure to be consistent across all of your marketing efforts. This will ensure your customers remember you much better.
Brand consistency is an absolute necessity in this day and age where marketing stretches across so many different mediums. Standardizing your brand will help you build relationships and maintain your customers’ trust over time. It’s been proven that customers are more likely to choose the brands they are more familiar with; and the best way to achieve that familiarity is to have clearly identifiable images and messaging in your communications so that there is no confusion about who your company is and what you do.