A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer says Wikipedia. The free online encyclopedia continued: “It is used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.”
As such, it is important for organisations to have a consistent and unique brand. It may be difficult to have a consistent brand when you’re first starting out. Yet the benefits are endless. A consistent brand helps you look more professional, builds trust, and brand recognition. Here’s a look at how to ensure and maintain brand consistency.
Plan your content
You can enhance your brand with a strong content marketing strategy. When it comes to content creation the best way to ensure consistency is to plan it in advance.
Develop a personality
Brand consistency becomes so much easier when you take the time to get clear on your brand personality. Outline 3-5 personality traits or characteristics that embody your brand. When you create a distinct personality, it becomes easier for consumers to connect with your brand on an emotional level. It also helps to differentiate you from competitors. Once you identify five personality traits, maintain your brand personality across all customer-facing touch points.
Create brand guidelines
A brand guide is a document that will help you maintain branding consistency. Consider it as your brand bible. It should include all the necessary details to ensure your brand look and feel is easy to replicate and deliver on a larger scale.
Get your team on board
To build brand recognition, it’s essential to ensure everyone on your team has a strong understanding of your brand. This is easily accomplished with the use of your brand guidelines. Share this document and reinforce it regularly if you see something that doesn’t line up.
Conduct a brand audit
Once you’ve created your brand guide do an audit of all existing platforms (your website, social media platforms, content, sales materials, email templates, etc.) online and offline. Remember, your brand is about the entire customer experience. Look at every brand touch point that consumers use to interact with your company.
