Presenting a brand with a uniform voice, values and culture.
Brand consistency means presenting your brand in a visually consistent manner while remaining true to the core values and culture of your company in all interactions with existing and potential customers.
If you were to summarise brand consistency into a few words: It’s the way you represent your business on multiple platforms (print media, digital, social etc.) You must first understand who you are, your mission, the people you serve, and how you can help them. For a Brand Strategy Agency, visit www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/
The logo, colours and imagery of a consistent brand, as well as the copywriting and tone, are predictable. Customers don’t expect anything from a brand that is inconsistent.
It is easy to see why a consistent branding is more valuable than an inconsistent one. Some businesses are so inconsistent that they can’t even get the basics right.
Consider your logo design. The logo will be on your website, business cards and brand collateral. Your logo must be scalable, readable and recognisable across these three touchpoints. The logo must be the right size, colour format, and file compression.
Imagine that your logo is uploaded into a digital advertisement with a shade of green different from the one on your billboard. Your site may use multiple fonts, but your newsletter uses a different font. Inconsistency of this kind is distracting. This can cause someone to question the brand. “Wait! Is this the same company?”
A consistent brand, on the other hand, does not create doubts in the minds or customers. Consistency makes a company appear more professional. Consistent things are more trustworthy.
A rule of thumb in the industry is that customers need seven interactions with brands before they consider purchasing from them. The interactions will not count if the brand is inconsistent. People won’t recognise it as the same one.
Consistency in branding maximises every interaction and impression with the customer. All of this adds up into a brand experience which makes people more likely to engage with the brand (purchase, donate, read or mention it, etc.). These consistent interactions add up to brand equity.
Brand Voice: Consistency
Use the same words, but adapt the style to the context.
You’ll need to make sure that, in addition to your brand’s visual elements, your messaging is consistent and clear, especially your voice and tone. Take a moment to understand the differences between these two: