Every brand has its own vibe. A way to connect with its target audience. Getting this right is key to reaching the desired market. This vibe is reflected mainly in the brand’s communication, from its logo to its choice in taglines and even the medium of communication.
Brand consistency can be defined as the pattern of expression that affects what the target audience thinks about the organization. Have you ever wondered why a brand chooses to stick to a specific colour palette? Go with ambassadors who all seem to be alike? It is an effort to be consistent. So that there is no doubt in the minds of the customer about the identity of the brand. Take McDonalds for example, a splash of that yellow is enough for anyone to immediately recognize the brand even if it is not them. That is the strength of good consistent branding. Making their brand message so strong that a specific style of communication becomes characteristic to them. Brand consistency takes your marketing game to the next level, it makes your organization seem more dependable. With consistency Johnson and Johnson has reached a stage where the emotional connection between a newborn and a mother has become symbolic of the brand. It garners trust in the hearts of the consumer as they relate to your brand at a more personal level. A consistent brand message can be as powerful as providing a standard trusted product/service in the market.
Now that we know what and why brand consistency is important let us dive into how to create a consistent image for the brand.
In today’s digital age, it has become important to churn out relevant content at a moment’s notice to react with the volatile environment around. Brands have started taking part in discussions which may or may not be relevant to their field at all (Ex: Amul’s topical ads on current issues). Reviewing the content while its being created at such a pace has become that much more difficult. Developing strong brand guidelines is an efficient solution to this. These guidelines should be aligned with the company’s vision and mission and provides a basic skeletal structure for everyone involved in the organization and should serve as a reference for any content creation.
A common misconception is that brand consistency needs to be only unidirectional i.e.: between the brand and the customer. In truth there are many more aspects to maintaining brand consistency. Your employees reflect your brand as they are the ones who usually interact with your customer base. In order to ensure that from communication to the delivery of promises, the brand remains consistent, employees have to be involved from the start. This can be done by emphasizing on brand values during training, sharing the brand guidelines, empowering them to advocate for you and fostering a feeling of loyalty amongst your employee base. Considering the fact, that to remain relevant, brands need to maintain their presence over multiple platforms, each of which have their own tone (Ex: Facebook vs LinkedIn), efforts should be made to keep the brand as consistent as possible throughout. You can also choose the platforms that are most relevant to your market. If you are a young brand for example, using more informal social media platforms like Facebook or Instagram would be appropriate. The right message, the right media and the right market. Remember this in all your marketing endeavors and pave your way to success today.