Marketers often say that Branding is an important aspect of Marketing. Branding represents symbols, colour, graphics, names, slogans, logo design, and other attributes associated with a company or product. Branding uses emotional and functional elements, such as digital assets like images, videos, and other content, to set up and nurture relationships with their consumers.
When a business fails to build consistent branded elements, they weaken the value of their brand. Over time, this can have negative effects on a business. Let’s take a look and discuss the following questions that every marketing company should understand:
What is Brand Consistency?
Before we can define what brand consistency means, we need to talk about what a company’s brand identity and brand guidelines are.
A company’s brand identity is its mission, vision, practices, logos, colours, fonts, tone, voice.
It is all the constituent parts that form the character of the company, whether they are visible or invisible, tangible or intangible.
A company’s brand guidelines are a set of rules for how a company should use its brand assets to portray their brand. (Your brand assets are the visible parts of their brand identity — logos, colours, fonts etc.)
Definition of Brand consistency
Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding design — whether via words, design, offerings or perspective. Your brand should build awareness and develop trust and loyalty with customers.
Benefits of Brand Consistency
Brand recognition is the most important benefit of brand consistency. Every business person knows that without consistency your brand will not build your business. So, it’s helping to build a strong association between your core messages and values and the visual elements of your brand, but it also sets your brand apart from the competition. Furthermore, Brands with recognisable brand and marketing consistency are able to benefit from being easily recognised, which can help save money, build your brand, and trust.
Builds Brand Awareness
Building Awareness is an important reason to create branding consistency and marketing. If you create consistent branding and marketing of your products or services by visual content and image which enhance brand awareness of your business. So, your visual content should stick to the same colour theme, photo quality, and logo design placement, and your digital materials should be consistent with that. For that reason, Brand and marketing consistency builds awareness that allows the customer to easily and immediately recognise your brand.
Build Trust & Loyalty
For example, if you had a friend that regularly broke plans, missed your phone calls, and didn’t reply to your messages, you probably wouldn’t have a lot of faith in that person. So, this example shows how to build trust for your customers. As per research, 71% of customers are more likely to purchase from a brand or company that they trust, so it is much like a friendship, building a reputable image is extremely important to your business. Posting your content, images or videos on a regular basis at similar times, utilizing the same platforms for specific purposes, and keeping messaging consistent will help to build trust.
Differentiating your brand
In a competitive landscape with a diversity of near-identical offerings, brand consistency often means the difference between earning a customer’s business or losing them to the competition. Leverage brand consistency to communicate, again and again, what it is that sets your company apart from the rest?.
Branding has a great emotional effect on customers buying decisions. Brand consistency will help you to develop positive emotions around your brand and communicate your story, values, and vision. Learn in this blog, basic information about brand consistency and benefits of brand consistency for your business.
Want branding help? Digital One Agency is a full-service design agency in Sydney, Australia specialising in brand identity and strategy, professional logo design, website design, mobile application design and digital marketing. We can help you with building a brand successfully. Contact us to discuss what you want to achieve, we have a solution for every business type.