Brand consistency is a major part of your company’s identity. It influences every part of your marketing strategy. From your messaging to your visual designs, brand consistency will determine how your brand comes across. Essentially, brand consistency is at the root of everything you do. That’s why brand consistency is key in marketing. Let’s dive deeper into the specific ways that consistent branding can benefit your business.
Brand consistency can contribute to increased recognition, which is really important. Have you ever seen a commercial on TV or walked by a product in a store and immediately recognized the brand without actually seeing the logo? That’s brand recognition built by consistency. You probably were able to recognize it for a few different reasons; the tone felt familiar, the colors were consistent, and the packaging all aligned. Combining all of these elements together and using them consistently across all platforms will go a long way in making your brand easy to recognize. This is important because 71% of consumers say they’re more likely to buy a product or service from a brand they recognize. Brands with consistent marketing efforts are more likely to be recognized by consumers, which can go a long way in generating revenue.
Having consistent branding also makes your company more memorable. The more interaction a person has with something, the more likely they are to remember it. Can you remember the last time you had to study for a big test? You probably used some kind of repetitive device to help you memorize information. Whether you utilized flashcards or read important materials several times through, you likely realized that repetition was the key to your success. The same is true in marketing. If you want your brand to be memorable, you’ll need to be consistent with your efforts. This is where the rule of seven comes into play. Studies have shown that people need to see, hear, or read something at least seven times before they are able to really remember it. Take this into consideration for all of your future marketing endeavors as consistent branding will make your company much more memorable.
Finally, brand consistency can help your company build trust. Now this can, and should, be interpreted in several ways. First, you need to be consistent with the look of your designs. Use the same fonts, colors, and logo across every platform you are present on. Visual consistency is important for building trust because it shows that you are an established business with real branding set in place. Also, be sure to consistently publish content for your brand. How weird would it be if a company posted 15 posts in one day and then stopped posting for two months. You’d be a little wary of a brand like that, right? Try to plan your content so that your posts go out at the same time on the same days. This will establish positive expectations for your audience. Gain the trust of your target market by creating a sense of consistency in your marketing efforts.
We hope that you have found this article to be helpful. Not only is brand consistency a crucial part of any marketing plan, it’s also a very complex tactic with lots of benefits. If you would like some help developing a consistent brand plan, Point of Action Marketing is here for you! Fill out our online contact form to get started today!