How to maintain brand consistency
What does having brand consistency actually mean?
Brand consistency is the convergence of the ideals and practices put out by your company. When your marketing, purported ideals, and messaging match the experience you provide your customers, you have achieved brand consistency. Brand consistency facilitates the development of productive relationships with your clientele, based on the trust and loyalty it creates. It’s hard to achieve, but when done well, it’s the difference between good and great companies, those which stand the test of time and those which fade away. Below are some practical ways your business can achieve and maintain brand consistency.
Practical methods of maintaining brand consistency
● Vision. To create a successful, consistent brand, you need to have a clear vision, tied to a set of values which drive what you do. This should be clear from the outset – your vision will drive the quality of the service you provide, the way you market your business, the entire way your business develops as it grows and achieves market recognition. One big measure of success is longevity, and how you set up a company and its ethos will to a large extent drive that. Get it right, stick to it, and you’re on the way to success.
● Satisfaction. The experience you deliver to your customers must always match the service you market. If you fall below that mark, you’ll lose consistency, and then rapidly lose customer loyalty. Clients will happily stay with a company that provides good, consistent products and services for a lifetime, but it only takes one bad experience to lose them, and their recommendation, for good. It may sound like a fickle game, but clients expect to get what they pay for, and deserve to receive what you claim to offer.
● Authenticity. This ties strongly into vision – you want each department to be working towards the same goals and you want company culture to reflect that process. Be the ideals you portray – if your image is of a relaxed, easy to deal with company, they create that culture. Have a casual work attire policy, develop a casual work environment. That doesn’t mean you have to lack professionalism – quite the opposite, but it does mean you shouldn’t have people dressed in fine suits trying to be something they’re not, or the opposite – a casual, laid back work environment with employees trying to sell a smart, polished product.
● Guidelines. Develop, early on, a way to guide how employees sell your brand. This will contain the practicalities of carrying out your brand’s vision. It’ll cover seemingly simple things, like font use and size, logo placement, but is absolutely necessary if you want your brand to be consistent in the image it puts out. Customers will, perhaps correctly, assume that any sloppiness in the way your business markets itself will spill over into what you provide them. Don’t give them that opportunity to doubt – develop strict style guidelines and adhere to them.
Whether you’re lost on where to start with a product expansion to align with brand consistency, or you may simply not have any brand guidelines in place to align your offerings to, we can help.
Get in touch with our friendly team of brand consultants to take your brand design and strategic approach to how your audience views your business to the next level.