Consistency across marketing channels helps your audience recognize, trust, and form loyalty for your business – the hallmarks of iconic brands like McDonald’s golden arches, Nike swooshes, and Starbucks are prime examples of how important brand consistency can be in building brand recognition among audiences.
For optimal consistency, create and update an in-depth brand style guide on a regular basis. It should contain specific guidelines addressing visual, verbal, and written identities.
Website and Blog
Brand consistency is a cornerstone of an effective marketing strategy. It helps your audience receive one cohesive message while building recognition, authority and loyalty with them.
An effective brand identity includes visual elements like logos, fonts and imagery as well as messaging guidelines to outline preferred language, tone of voice and emotional appeal. Your team can use these guidelines when developing content for social media posts, blogging posts or customer emails in order to maintain consistency and convey a stronger brand image.
Think about brands you already recognize that have consistent branding across their marketing channels–McDonald’s golden arches, Nike swooshes and Kleenex are examples. By being easily identifiable across marketing channels and having an easily-recognized brand identity story behind them, consistent branding helps customers associate your company with these stories, building trust and credibility among your target customers.
Social Media
Consistent branding across your social media channels shows your commitment to your brand identity, creating trust with your target audience and ultimately leading to more customer retention and increased revenue for your organization.
Consistency of visuals, logo and messaging is integral to creating a successful brand. Consider how Starbucks’ green mermaid or Nike’s checkmark have become shorthand references to their respective companies and this familiarity creates trust and reliability among consumers.
Establishing clear brand guidelines and training your team are key components to maintaining consistent branding. Our RQ Platform can be customized to your exact specifications so you can be certain all team members are producing assets consistent with the identity and messaging of your brand.
Email Marketing
Brand consistency refers to creating a cohesive representation of what your company stands for and makes people trust your organization.
Email marketing requires consistent branding to establish credibility and increase conversion rates. Recognizable brand identities also foster audience loyalty that can result in repeat purchases.
Imagine yourself paying to see an orchestra perform with grace and coordination; your target audience expects the same from you and their experience with your brand should match this expectation. Inconsistent brand experiences cause confusion and reduce chances that they remember and recommend you or recommend other products or services from you; brand guidelines and templates help ensure consistency.
Print Materials
Print marketing still packs a powerful punch; business cards and brochures serve as traveling representations of your brand that help potential customers connect with you directly and ultimately generate sales.
Print materials provide more than information dissemination – they also entertain readers. Stories and articles in magazines and newspapers generate much excitement among their audiences, while being affordable ways to reach a large number of people simultaneously.
Brand managers must ensure all printed materials reflect any major shifts in a company’s message or product offerings, including posters, warranty cards and inserts that show updated branding elements such as posters. Furthermore, these materials should also reflect its voice and tone for maximum effectiveness.
Advertising
Customers expect a consistent experience when engaging with your business across different media platforms, with uniform visual identity and messaging across platforms.
Prioritizing branding consistency will allow your business to establish a trustworthy brand that resonates with your target audience, helping customers remember your business and increasing the odds that they’ll recommend you to their friends and coworkers.
Consider how Apple maintains consistency across their hardware, software, and retail stores with their logo, innovation, vision, messaging, and brand. This brand consistency creates an ecosystem of products that work well together while sending out the same message to consumers.
To maintain brand consistency, ensure your team is adequately trained on and regularly reminded of company guidelines. RQ Platform can easily be configured to reflect your branding, making managing application and review processes simpler than ever for you and your team.
