Brand Consistency – Why It’s Important And How To Maintain It
As a business owner, you may have heard that it’s important to create a brand identity for your company. However, many don’t realize that a good brand is a consistent brand – one that has a strong message at its center which is constantly being expressed.
Consistent branding is key to creating connections and building trust and loyalty with your customers. But, while that’s a great idea in theory, how do business owners go about maintaining a consistent brand when they have a million other things to juggle as well?
Keep reading to find out!
Importance of Brand Voice
Strong brands have followers that identify them with their personalities. For instance, the customers of Apple identify the brand as the seller of premium and ingenious smartphones and other entertainment devices. Similarly, fans of Nike identify the brand as an encouraging friend that pushes them to work harder to achieve their goals.
A brand’s personality emerges with a unique brand voice, and your brand voice starts with a logo slogan or tagline. We can borrow the previous examples and see that Nike has the tagline- Just do it”, and Apple has the tagline- “Think different”. These taglines help in building a unique brand image.
If you have a brand, then you also need to have a distinct brand voice. This can be achieved when you are consistent in your verbal and written communication. To succeed in that, you need to keep the following in mind:
You can’t create a brand unless you have a clear idea of how you want to be seen by your customers and the exact message that you want to send across. This can be accomplished by creating your brand values and reflect the same in your content.
Here’s the thing- one of the most popular marketing predictions for 2020 is the growth and diversification of influencer marketing. So, you need to leverage this marketing format for your business, but you also need to ensure that the influencers you join hands with understand your brand, its values, and personality.
There are many popular brands that you can study to understand how brand values are ideated and promoted. For instance, fast-food brand Subway lays emphasis on eating fresh. In the same way, Gillette wants its customers to take pride in their manliness because after all, it’s the men that make the most of its target demographic. So, the takeaway point here is you just need to find your own values that you want your fans to associate you with.
Writing Style and Tone
Content marketing has become quite important today. But what does it mean for brand consistency? Well, for one thing, you need to come up with your own writing style and pick a tone, and then stick with it. When you are publishing blog posts, responding to messages and comments on your social media handles, finalizing email marketing templates, etc. then you have to use the same writing style and tone. This is extremely important for brand consistency.
The following are some of the things that you need to keep in mind for creating good content and consistency:
· If you want to write a high-quality and rather sophisticated marketing copy, then you can use longer words like “limited-time offer”
· If you want to make your marketing copy catchy and attractive, then you can use shorter words like “offer for a limited period”
· Punctuation plays a huge role in maintaining the tempo of your copy. Shorter sentences can create punchy messages while longer sentences can be used for more formal and serious messages.
Picking an Ideal Brand Voice
You need to remember at all times, that whenever you post something on social media, forums, etc. or send emails, your brand voice is impacted.
However, maintaining consistency in brand voice doesn’t have to be a herculean task. There are all kinds of things that you can do to make it work. For instance, you can delegate all content writing – social media posts, blogs, emails, etc. – to a single copywriter.
It’s also a good idea to create a brand book for your marketing team, so they can refer to it to remember the tone, messaging, color palette, fonts, etc. that they need to follow.
If there is one thing that you should remember from this post, it’s that consistency in branding is as important as branding itself. If you are presenting a different brand personality on Facebook and another on Twitter, then you run the risk of diluting your brand message. So, apply the above information carefully and focus on building a brand that’s untouchable by competitors. Good luck!