If you run your own business, you’ll already know how crucial consistency is to success. You show up daily and do all of the things (on repeat) because that’s what it takes. Well, the same is true for branding, only it’s not just about the frequency of showing up, it’s also about how your brand shows up.
When I talk about the ‘how’, I’m referring not just to your logo, but your entire Brand Identity. It’s the personality behind your brand that dictates the look, the feel, the tone of voice, and even the type of ways you choose to interact with your target market. From your online platforms to your point-of-sale displays; customer experience; product packaging; and everything in between. When you have a strong brand Identity, every single interaction you have with your audience becomes infinitely more impactful.
Here’s why:
1. Consistency builds brand recognition: When you follow a set of brand guidelines (specific colours, typefaces, messaging etc) your customers begin to recognise it. The more often they see this particular combination of elements (your branding), the quicker they connect it with your business. This repeated experience fosters familiarity and familiarity equals comfort. The more comfortable they feel with your brand, the more likely they are to buy from you.
2. Consistency establishes trust and credibility: You will no doubt have experienced this in your own purchasing behaviour. When you perceive a brand to be stable and reliable, you are far more likely to buy from them. A consistent brand conveys reliability and professionalism, making a business appear more trustworthy.
3. Consistency creates an emotional connection: Remember in point one I talked about customers feeling comfortable? That’s because how your brand makes them feel, carries far more weight than what it costs, or where it’s made. If you need evidence of this concept, just take a look at Coca-Cola. That entire brand was built around nothing more than a feeling. Having a consistent brand message and tone of voice cultivates emotional ties with your audience, and if done well, will evoke specific feelings to strengthen their attachment to your brand.
4. Consistency differentiates your brand: In a crowded market, having consistent branding sets you apart from competitors. When you have a well-defined Brand Identity, you’re able to lean into that personality and position your brand in a unique way. It provides you with the tools to highlight your brand strengths and reinforce the same message every time. A great example of this is mail-order toilet paper company, Who Gives A Crap. They have a distinct Brand Identity that leverages the same tongue-in-cheek humour in everything they do.
5. Consistency supports growth and scalability: If you lay a strong foundation with a well-defined Brand Identity, you allow room for business expansion and also enable easier scaling of your marketing efforts so that as your business grows, it becomes a much easier task to remain consistent. It also provides a very clear format for any future employees to follow.
So, with all of that in mind, take a moment to reflect on your current branding.
Does your brand have a clear personality? Do your colours and logo reflect that personality? Are your marketing and sales materials written in the same tone of voice? Is your imagery and messaging consistent across everything you put out into the world?
If yes, then you’ve got this in the bag! If not, begin by choosing a message that best suits your business goals, and then create your identity around that messaging.
Now go forth and bring your brand to life, my wonderful business friends.
